CIEL assignment
3 – INTRODUCTION
For the purpose of this strategic marketing plan report, the chosen Strategic Business Unit (SBU) is Aquarelle Clothing Limited one of the various subsidiaries of CIEL TEXTILE LIMITED i.e. the holding company of the CIEL GROUP. In 1973, Sir Pierre Dalais a former executive of the group received the support of his administrative team to invest in a totally new industry namely the textile industry. With the acquisition of Floréal Knitwear Limited the company has given birth to the CIEL TEXTILE GROUP and the textile industry in Mauritius began mostly at the same period. In that same entrepreneurial context, the group continued with the acquisition and the incorporation of other companies namely Tropic Knits in 1988 and Aquarelle Clothing in 1994 respectively (Cielgroup 2013). Despite of very unfavourable external factors [i.e. global financial crisis] illustrated by a stagnant market activity in developed countries and a stronger local currency, CIEL TEXTILE LIMITED has shown toughness by increasing its market share and its operational profitability successfully. Today, the CIEL TEXTILE GROUP is a leading manufacturer and a major international player who now employs 17,000 people in four different countries (CIEL Textile Annual Report 2012).
4 – CORPORATION & SBU BACKGROUND 4.1 –THE CORPORATION
A corporation according to Gabor (2004) is a separate private or public legal entity that aims at making profits. This form of business is of limited liabilities and the legal rights of the owners are separated from the business.
CIEL TEXTILE LIMITED is a public Company incorporated and domiciled in Mauritius quoted on the Development and Enterprise Market (DEM) and listed on the Mauritius Stock Exchange. It is one of the leading manufacturers in the African Sub-Saharan region and the second largest woolmark knitwear supplier around the globe. Based in Mauritius Island, the group has implanted its production centres in China, Bangladesh,
For the purpose of this strategic marketing plan report, the chosen Strategic Business Unit (SBU) is Aquarelle Clothing Limited one of the various subsidiaries of CIEL TEXTILE LIMITED i.e. the holding company of the CIEL GROUP. In 1973, Sir Pierre Dalais a former executive of the group received the support of his administrative team to invest in a totally new industry namely the textile industry. With the acquisition of Floréal Knitwear Limited the company has given birth to the CIEL TEXTILE GROUP and the textile industry in Mauritius began mostly at the same period. In that same entrepreneurial context, the group continued with the acquisition and the incorporation of other companies namely Tropic Knits in 1988 and Aquarelle Clothing in 1994 respectively (Cielgroup 2013). Despite of very unfavourable external factors [i.e. global financial crisis] illustrated by a stagnant market activity in developed countries and a stronger local currency, CIEL TEXTILE LIMITED has shown toughness by increasing its market share and its operational profitability successfully. Today, the CIEL TEXTILE GROUP is a leading manufacturer and a major international player who now employs 17,000 people in four different countries (CIEL Textile Annual Report 2012).
4 – CORPORATION & SBU BACKGROUND 4.1 –THE CORPORATION
A corporation according to Gabor (2004) is a separate private or public legal entity that aims at making profits. This form of business is of limited liabilities and the legal rights of the owners are separated from the business.
CIEL TEXTILE LIMITED is a public Company incorporated and domiciled in Mauritius quoted on the Development and Enterprise Market (DEM) and listed on the Mauritius Stock Exchange. It is one of the leading manufacturers in the African Sub-Saharan region and the second largest woolmark knitwear supplier around the globe. Based in Mauritius Island, the group has implanted its production centres in China, Bangladesh,