1- The company, the history:
Bonar Yarns is one of the oldest independent (and most successful) producers of synthetic yarns, created in 1965 by its parents group Low & Bonar. On this way the company has been synonymous with synthetic turf since the late 1970s and founded on over a century of expertise and experience in the manufacture of fibers.
Currently the company are well respected in the marketplace, sitting on advisory Boards and providing advice and consultation to organisations in the sports sector but also on the landscape sector.
Bonar Yarns is a global market leader in supplying the most advanced yarns to the world’s synthetic turf producers and woven carpet manufacturers. The company has two manufacturing plants dedicated to yarns. The first is in Dundee and the others in Abu Dhabi (but can sell in all the world) through strategic distribution hubs, to provide a local and comprehensive service
2- Products and services
The product that Bonar Yarn sells is synthetic yarn for turf and woven carpets. The idea of their product is to replace traditional natural grass surfaces for sports grounds and gardens. The benefit of this type of product to the customer is that is it low maintenance, more durability particular useful for contact sports and it is usable in all types of weather.
3- Production
Bonar Yarn is very efficient and precise in their operations, just by looking at their innovation, production and website information. Just as the slogan reads ‘greatness is in the detail’, they ensure their product machinery is serviced and maintained to a very high standard. Furthermore Raw materials, semi- finished yarns and completed products are checked constantly against relevant parameters ensuring every detail is to a bench marked standard. These extensive tests and quality checks at all stages ensure the company maintains a high quality image. This is a strength in their strategy and could allow for higher prices or greater emphasis when marketing amongst competitors.
4- Brief market analysis
Bonar Yarns products can be sells to two different groups of consumer:
- Sport: the sport companies (like FIFA) for the grounds of their event, or the cities for the public grounds or the sport club. (with sub-segmentations corresponded to different sport: soccer, hockey, tennis …)
- Leisure & landscaping: the city for the public playground, hostel, private individual etc.
On the following diagram we can see the activities with major synthetic turf installation. The major installation is for contact sports (soccer, American Football and rugby) following by leisure.
Market analysis
