A new management profile for the Bénéteau Group
The Bénéteau Group's press conference traditionally opens the Cannes Yachting Festival and the boat show season. The 2019 edition was the opportunity for the new CEO of the French leader in yachting, Jérôme de Metz, appointed in June 2019, to make his first "nautical return". The contrast with his predecessor, Hervé Gastinel, was striking. While the latter, talkative and flamboyant, was very present and tended to personalize his function, Jérôme de Metz was satisfied with a short introduction, leaving the hand for the rest of the presentations to Gianguido Girotti, head of product strategy for boats and his managers. Jérôme de Metz, who is used to corporate consulting, is not a specialist in yachting. "Supporting business projects is my expertise. My goal is to bring the teams together." He would only say the word boat once during his speech, to which he would prefer the word product.
Gianguido Girotti was the real host of the Bénéteau group's press conference
Controlled industrial communication
During the press conference, industrial and strategic announcements are postponed. "" says Mr. de Metz. In subsequent interviews, mainly with the business press, the new CEO nevertheless sets the tone, referring to the strategy of his predecessor. "540" acknowledges Jérôme de Metz. But this strategy has been costly and its results have been disappointing. We must now enter a phase of rationalization,"360"other transfers of industrial production"For the past 3 months, an evaluation has been underway for a possible reorientation of the strategy. There will be no presentation because it is not completed,"it's too much!"He has launched many initiatives, in the field of digital or rental for example,"rationalize" he explained to Les Echos. He also informed our colleagues that he was planning "https://media.boatindustry.fr/boatindustry/31951/beneteau-jeanneau-2.jpg", such as the one already carried out by CNB monohulls from Bordeaux to Monfalcone (Italy). For him, 200 references (boat models) and 17 brands, "Some factories or brands had become areas of lawlessness, private chapels beyond any control," said the leader in Les Echos. Jérôme de Metz will have to reconcile cost war and factory peace.
