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88-90 OTHER INDUSTRIES:SPN Master pages 15/1/09 16:44 Page 2
spnfeature
The downturn
We are not the
only ones!
Most businesses have been hit by the economic downturn. The market
for luxury items has never been more competitive. Pools and spas are
now even more head to head in competition with businesses selling
items such as luxury holidays, cars and boats and all pitching to
consumers who still plan to spend in 2009. Karen Witney looks at three
‘rival’ specialist businesses and how they are coping
T
imes are tough – of that there is no competing with the pool trade for people’s he explained: “We have to remain positive.
denying but this is by no means cash to see how they’re dealing with the We are making certain changes to the way
the first time the specialist pool downturn. we operate our business but know that if
and spa have endured difficulties – someone test drives a Porsche it usually
and it won’t be the last. results in a sale.”
The vast majority of businesses will A gleaming new Porsche 911 will set
survive this prolonged downturn and its you back in the region of £75,000 and a
worth remembering that the UK’s good quality two year old £45,000, so who
swimming pool, spa and hot tub industry can afford one in these difficult times?
has grown enormously during the past 20 “You would be surprised how many people
years and matured from a cottage industry are still in the market,” continued Andy.
to the multi million billion commercial “People with real money still have it.
entity it is today – despite poor weather Unfortunately it’s those in the middle
and knocks to the economy. earning bracket of £50-£80k who have
The fact that we have become this been hit hardest and are understandably
significant force is due in no small part to nervous about raising finance and of it
the calibre of the people in the business 1 LUXURY CARS – POSITIVE being refused. This has opened up a new
and the way we have evolved in order to DRIVING FORCE market for us as Porsche has its own
take swimming pools and hot tubs into the Andy Page is Sales Manager of the finance house (Porsche Financial Services)
mainstream market without undervaluing prestigious Porsche Dealership in Cardiff and we now offer finance to customers
the luxury element that everyone secretly and sells droolingly beautiful cars. who previously would have arranged their
wants when they invest in a pool – even if Despite his upbeat manner Andy own. This has helped to build the level of
it’s a 12’ splasher! concedes that sales of new vehicles, in his part exchange business we do and whilst
We are not alone and other industries case, supreme top of the range cars, are we are not hitting previously achieved
are fighting for the luxury item sales We suffering. When asked what Porsche are profits we are seeing a healthy increase in
spoke to three businesses which might be doing by way of combating this downturn our sales of approved used cars.”
So despite a downturn, sales are still
“PEOPLE WITH REAL MONEY STILL
happening without introducing price cuts
or have retail prices also been reduced?
HAVE IT. UNFORTUNATELY IT’S THOSE
“No way,” says Andy, “we will not slash
prices on our cars, they are fantastic
IN THE MIDDLE EARNING BRACKET
vehicles and worth every penny. We have
saved money in other areas by becoming
OF £50-£80K WHO HAVE BEEN HIT
more selective in the way we promote our
business. We do not believe in cutting out
HARDEST AND ARE UNDERSTANDABLY
advertising and promotion because we
want existing customers and potential
NERVOUS ABOUT RAISING FINANCE
customers to know we are very much still
in the driving seat so to speak. We also
AND OF IT BEING REFUSED“
maintain a strong presence on websites
such as www.porsche.co.uk
88 swimming pool news FEBRUARY 09 Digital edition available at www.swimmingpoolnews.co.uk
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