Latham Group, Inc. (Swim): ANSOFF Matrix Analysis [Jan-2025 Mis à jour]

Plongez dans le monde stratégique de Latham Group, Inc., où l'innovation rencontre l'expansion du marché dans la piscine dynamique et l'industrie de la vie en plein air. En tant que fabricant de premier plan qui navigue sur des paysages de marché complexes, la matrice ANSOff de la société révèle une feuille de route audacieuse de stratégies de croissance qui promettent de redéfinir la technologie de la piscine et l'engagement client. De pénétrer les marchés existants à l'exploration des développements de produits révolutionnaires et des opportunités internationales, Latham Group se positionne comme une force visionnaire prête à transformer la façon dont nous vivons des espaces de vie aquatiques et extérieurs.

Latham Group, Inc. (natation) - Matrice Ansoff: pénétration du marché

Développer l'équipe de vente directe

Latham Group a signalé 1 148 employés au total au 31 décembre 2022. L'expansion de l'équipe de vente s'est concentrée sur les entrepreneurs en piscine et en plein air avec un objectif d'augmentation des représentants des ventes de 15% en 2023.

Augmenter les efforts de marketing

Les ventes nettes de Latham Group pour 2022 étaient de 571,8 millions de dollars, avec une allocation budgétaire marketing de 4,2% des revenus totaux.

• Segment de piscine résidentiel: 62% de l'orientation totale du marché
• Segment de piscine commerciale: 38% de l'orientation totale du marché

Développer des campagnes promotionnelles

Investissement en marketing visant à mettre en évidence la durabilité des produits avec garantie à vie offres pour les gammes de produits clés.

Stratégies de tarification basées sur le volume

Modèle de tarification à plusieurs niveaux mis en œuvre avec des rabais pour les achats en vrac allant de 5% à 15% pour les entrepreneurs.

Améliorer le marketing numérique

Le budget du marketing numérique est passé à 6,4 millions de dollars en 2023, ce qui représente une augmentation de 22% par rapport à 2022.

Latham Group, Inc. (natation) - Matrice Ansoff: développement du marché

Expansion du marché international

Latham Group a déclaré des ventes internationales de 12,4 millions de dollars en 2022, ce qui représente 4,3% du total des revenus. La société a identifié des marchés d'expansion potentiels au Canada, au Mexique, et certains pays européens avec des industries de la construction de piscines.

Stratégie de pénétration du marché intérieur

Latham Group a identifié 12 États américains mal desservis avec un potentiel de pénétration accrue du marché, notamment le Montana, le Wyoming et le Dakota du Nord.

• Couverture du marché actuel: 38 États
• Marchés potentiels de nouveaux États: 12
• Revenus d'expansion du marché estimé: 22,6 millions de dollars

Développement de produits spécifiques au climat

Latham Group a investi 3,7 millions de dollars en R&D pour les produits de piscine spécifiques à la région en 2022.

Développement de partenariat stratégique

En 2022, Latham Group a établi 47 nouveaux partenariats régionaux avec des constructeurs de piscines et des distributeurs.

• Nouveaux accords de partenariat: 47
• Réseau total de partenariat: 218
• Investissement d'extension de partenariat: 1,9 million de dollars

Ciblage du segment de marché émergent

Les projets résidentiels et hospitaliers de luxe ont représenté 45,6 millions de dollars d'opportunités de marché potentielles pour Latham Group en 2022.

Latham Group, Inc. (natation) - Matrice Ansoff: développement de produits

Investissez dans des conceptions innovantes de produits de la piscine et de vie en plein air

Latham Group, Inc. a investi 12,4 millions de dollars dans la recherche et le développement au cours de l'exercice 2022. Le budget de l'innovation de produit a alloué 37% spécifiquement aux améliorations de conception axées sur la durabilité.

Développer des solutions de systèmes de pool modulaires et personnalisables

Latham Group a lancé 6 nouvelles configurations de systèmes de pool modulaires en 2022, ciblant 45% du segment du marché du pool résidentiel.

• Les options de personnalisation ont augmenté de 22% par rapport à la gamme de produits précédents
• Temps moyen de configuration du client réduit de 35%
• Le prix modulaire du système varie de 24 500 $ à 78 000 $

Créer des composants de pool technologiquement avancés

Les composants du pool économe en énergie représentaient 28% du total des revenus des produits en 2022, générant 43,6 millions de dollars de ventes.

Développez la gamme de produits pour inclure la technologie de la piscine intelligente

Le segment de la technologie de la piscine intelligente a augmenté de 41% en 2022, les offres de solutions numériques s'étendant à 14 gammes de produits distinctes.

Introduire des variantes de produits spécialisées

Le segment des propriétaires de l'éco-conscient représentait 22% de la clientèle totale, les variantes de produits spécialisées générant 31,2 millions de dollars de revenus au cours de 2022.

• Les options de conception de piscine durables ont augmenté de 29%
• Prix ​​moyen du produit écologique moyen: 36 750 $
• Taux d'adoption des clients: 18,5% en glissement annuel

Latham Group, Inc. (natation) - Matrice Ansoff: diversification

Explorez les marchés adjacents dans l'équipement de vie en plein air et d'aménagement paysager

Latham Group, Inc. a déclaré des ventes nettes de 582,0 millions de dollars pour l'exercice 2022. La société a identifié une expansion potentielle du marché dans les segments de vie en plein air avec un marché total adressable estimé à 8,5 milliards de dollars.

Développer des gammes de produits complémentaires pour les espaces de loisirs et de divertissement de l'eau

Au quatrième trimestre 2022, Latham a investi 12,3 millions de dollars dans le développement de produits pour les nouvelles solutions de loisirs sur l'eau.

• Accessoires de pool Valeur marchande: 1,6 milliard de dollars
• Équipement d'espace de divertissement: 2,1 milliards de dollars de marché annuel
• Investissement en R&D projeté pour 2023: 15,7 millions de dollars

Investissez dans des acquisitions potentielles d'entreprises ayant des technologies synergiques

Latham Group a terminé deux acquisitions stratégiques en 2022 totalisant 47,5 millions de dollars, ciblant les entreprises avec des technologies complémentaires.

Créer des forfaits de solution de vie extérieure intégrés

La société a développé 7 nouveaux packages de produits intégrés en 2022, avec une valeur moyenne de package de 4 500 $.

• Coût total de développement de nouveaux emballages: 3,2 millions de dollars
• Ventes de packages projetés pour 2023: 22,6 millions de dollars
• Objectif de pénétration du marché: 18% de la clientèle actuelle

Recherchez des opportunités d'intégration verticale potentielles

Latham Group a identifié 56,2 millions de dollars de possibilités d'intégration verticale potentielles entre les segments de fabrication et de chaîne d'approvisionnement.

Latham Group, Inc. (SWIM) - Ansoff Matrix: Market Penetration

You're looking at how Latham Group, Inc. (SWIM) plans to win more share in the markets it already serves-that's market penetration. The focus here is on selling more of your existing fiberglass pools, safety covers, and liners to current customers and in established territories. Here's the quick math on the foundation you're building on as of the end of 2024.

Intensify the Sand States marketing campaign to drive fiberglass pool share to 24% of the US market. You actually hit a key milestone here in 2024. Fiberglass pools represented 24% of total U.S. in-ground pool sales, up from 23% in 2023. Your own sales mix shows fiberglass pools accounted for 75% of Latham Group, Inc.'s total in-ground pool sales in 2024, an increase from 73% in 2023. The Sand States-Florida, Texas, Arizona, and California-are critical, as they accounted for approximately two-thirds of U.S. new in-ground pool starts in 2024. Fiberglass pool sales in those key states grew from 15% of total fiberglass sales in 2023 to 17% in 2024.

Increase sales incentives for dealers to push high-margin automatic safety covers, building on 46% segment growth. The automatic safety cover segment is definitely a growth engine. You saw impressive segment growth of 46%, which was fueled by organic demand and strategic acquisitions like Coverstar Central. This acquisition alone brought access to over 400 pool builders and dealers in its network, creating immediate cross-sell opportunities for other Latham Group, Inc. products.

Leverage the 400 basis point gross margin expansion to aggressively price against concrete pool builders. Your operational improvements are translating directly to the bottom line. For the full year 2024, gross margin expanded by 320 basis points, reaching 30.2%, up from 27.0% in the prior year period. Analysts have noted a consensus narrative citing a recent 400 basis point improvement in gross margins. This margin strength supports aggressive positioning. To fund the push in the Sand States, capital expenditures are planned to be approximately $30 million for 2025, an increase of $10 million over 2024 levels, which helps fund growth initiatives that include market share capture. Full-year 2024 Adjusted EBITDA was $80.2 million, representing a 15.8% margin.

Expand the dealer network density in current North American markets for faster installation cycle times. While I don't have the exact current dealer count to model density, the investment in sales and marketing is clear. Selling, general, and administrative expenses in the fourth quarter of 2024 increased by 15.2% (or $3.6 million) from the fourth quarter of 2023, largely representing increased spending on sales and marketing to drive future growth and fiberglass penetration. The strategy involves expanding the fiberglass pool dealer base in the Sand States, targeting master planned communities where up to 80% of new homes include a pool.

Promote vinyl liner replacement sales using the Measure by Latham tool for recurring revenue. Specific financial data tied directly to the recurring revenue from the Measure by Latham tool isn't explicitly broken out in the latest reports. However, the company's overall strategy includes growth in pool liners and covers as a driver for long-term revenue targets. The company offers a broad portfolio including custom vinyl pools and pool liners under brands like Latham and GLI.

Here's a snapshot of the key performance indicators supporting this Market Penetration strategy:

The planned investment in growth is also visible in the capital allocation. You are planning capital expenditures of approximately $30 million for 2025, which is an increase of $10 million over 2024 levels, specifically earmarked for initiatives driving fiberglass adoption in the Sand States. This shows you're putting capital to work where the market share gains are targeted.

The overall financial expectation for 2025 reflects this penetration strategy, with guidance pointing to 8% sales growth and 19% growth in Adjusted EBITDA at the midpoints, aiming to outperform a flat pool start market.

• Fiberglass pools gained one percentage point of total U.S. in-ground pool market share in 2024.
• The company's 2024 Adjusted EBITDA margin was 15.8%.
• The 2025 sales growth forecast midpoint is approximately 8%.
• The 2025 Adjusted EBITDA growth forecast midpoint is 19%.
• The Sand States represented approximately 17% of Latham Group, Inc.'s fiberglass pool sales in 2024.

Finance: draft 13-week cash view by Friday.

Latham Group, Inc. (SWIM) - Ansoff Matrix: Market Development

The Market Development strategy for Latham Group, Inc. (SWIM) centers on taking existing, proven products into new geographic territories or applying them to new market segments within current geographies. This approach leverages the company's established manufacturing scale and product expertise, such as its leadership in fiberglass pool technology.

Latham Group, Inc. is the largest designer, manufacturer, and marketer of in-ground residential swimming pools in North America, Australia and New Zealand. The company operates across over 30 facilities.

Target Western European countries like France and Spain with the existing, high-efficiency fiberglass pool models.

Establish a new, centralized manufacturing and distribution hub in a high-growth region outside North America/ANZ.

Adapt existing fiberglass pool designs to meet specific regulatory and size requirements of new Asian-Pacific markets.

Capital expenditures for 2025 were estimated between $22 million to $24 million, which included development of new fiberglass pool models tailored to the Sand State markets and additions at facilities in Florida and Oklahoma. The company has a fiberglass manufacturing facility in Ontario, Canada, which is its largest fiberglass plant.

Utilize the My Latham platform to generate and nurture sales leads for new international dealer partners.

Year-to-date (prior to Q3 2025 report), investments in targeted marketing programs drove an 18% increase in leads to dealers, and consumer sessions on the website increased 34%. The company is also developing a proprietary measuring tool to increase liner and safety cover sales.

Focus on the pool renovation market in current geographies with vinyl liners and covers.

The focus on renovation-related products shows financial traction in 2025:

• Pool covers sales increased 15% year-over-year.
• Second Quarter 2025 liner sales were $57 million, a growth of 5.8%.

The company's overall net sales for the nine months ended September 27, 2025, were $446.0 million, up 5.9%.

Latham Group, Inc. (SWIM) - Ansoff Matrix: Product Development

You're looking at the hard numbers behind Latham Group, Inc.'s push to develop and scale new products, which is critical when the broader U.S. in-ground pool market is expected to be flat to slightly below 2024 levels for 2025.

Scale production of the new Plunge Pool collection, which won the Most Innovative Product for Retailers award. The response to the expanded plunge pool line has been described as phenomenal, particularly for the Milan model. Latham launched the vinyl liner package pool Calypso series in four configurations to meet the demand for smaller, feature-rich backyard entertainment spaces. This focus on compact design is a direct product development response to changing consumer lot sizes across North America.

Integrate The Attendant cloud-based smart pool monitor into all premium pool packages for automation. While direct integration data isn't public, the related automation segment, automatic safety covers (autocovers), showed strong momentum, with sales up 15% year-on-year in the third quarter of 2025. This growth in autocovers, which offer reduced water evaporation and lower heating costs, supports the overall strategy of technology integration for efficiency.

Introduce new fiberglass models with built-in spas and ledges to capture the small, multi-functional backyard trend. Latham Group, Inc. is on track for fiberglass pools to account for approximately 75% of its full-year 2025 in-ground pool sales. Management initially guided for fiberglass pools to gain another 1% of the total U.S. in-ground pool market share in 2025, reaching about 24% of all U.S. in-ground pool sales. The company's net sales for the first nine months of 2025 reached $446.0 million, up 5.9% year-over-year, demonstrating the traction of this core product development focus.

Develop a proprietary, low-maintenance composite material pool deck system compatible with all in-ground pools. This development is part of the broader strategy to enhance product offerings beyond the core pool structure. The company's overall strategy is supported by its narrowed 2025 net sales guidance range of $540 million to $550 million, representing 7% year-over-year growth at the midpoint.

Launch a new line of energy-efficient pool heaters and pumps to complement the existing pool structure portfolio. The overall gross margin expansion seen in 2025 reflects success in value engineering initiatives across the portfolio. For the third quarter of 2025, the gross margin was 35.4%, expanding by 300 basis points year-on-year. The nine months ended in 2025 saw Adjusted EBITDA reach $89.4 million, a 16.7% increase from the prior year.

Here's a quick look at the financial results tied to the product portfolio performance through the third quarter of 2025:

The company's focus on product innovation is clearly reflected in its financial targets, with the full-year 2025 Adjusted EBITDA guidance set at $92 million to $98 million at the midpoint, representing 19% growth.

• Fiberglass pools accounted for 75% of Latham's in-ground pool sales in Q3 2025.
• Sand States (Florida, Texas, Arizona, California) are a key focus area for new product adoption.
• Florida sales increased at a high single-digit rate year-to-date in 2025.
• Acquisitions related to covers are expected to contribute an extra $5 million in revenue.

What this estimate hides is the specific revenue contribution from the newest Plunge Pool models launched late in 2024, as the Q3 2025 data lumps them into overall in-ground pool sales.

Latham Group, Inc. (SWIM) - Ansoff Matrix: Diversification

You're looking at how Latham Group, Inc. (SWIM) can move beyond its core pool products business, which, as of the nine months ended September 27, 2025, generated net sales of $446.0 million, up 5.9% year-over-year, while achieving a net income of $18.1 million. Diversification means taking existing manufacturing expertise or brand recognition into entirely new product lines or customer bases. Here are the potential statistical landscapes for those moves.

Acquire a manufacturer of high-end, prefabricated outdoor living structures, like pergolas or patio enclosures, in North America

This move targets the North American Outdoor Living Structures market. The global market is estimated to be valued at $2.43 Billion in 2025. North America is anticipated to lead this market, holding a 45.2% market share by the end of 2025. The North America Outdoor Living Structures Market size was estimated at $997.6 million in 2024. The pergolas/patio segment dominated this market, accounting for the largest revenue share of 60.6% in 2024. This segment is expected to grow at a CAGR of 6.9% from 2025 to 2030.

Develop a line of modular, non-pool-related composite building materials leveraging existing manufacturing expertise

Leveraging composite manufacturing knowledge points toward the broader Construction Composite Market. This market is estimated to be valued at $7.66 Billion in 2025. North America is set to lead this global market in 2025 with a 39.3% share, representing approximately $3.01 Billion. The Housing segment is expected to hold 34.9% of the market share in 2025. The overall Construction Composite Market is expected to reach $11.38 Billion by 2032, growing at a CAGR of 5.8% from 2025 to 2032.

Enter the commercial pool market (hotels, municipal) with a new, large-scale modular fiberglass system

While Latham Group, Inc. (SWIM) is dominant in residential pools, entering the commercial space is a market development within the broader pool construction industry. The global Swimming Pool Construction Market size is projected to reach $7.49 billion in 2025. North America currently leads this global market. The residential end-user segment holds the biggest market share. However, the hospitality industry, a key part of the commercial segment, is a significant contributor, with over 450 new high-end hotel projects featuring multiple pools expected to open in Europe in the coming years. The global market is projected to reach $9.8 Billion by 2033, with a CAGR of 3.39% from 2025-2033.

Launch a direct-to-consumer e-commerce subscription service for pool maintenance chemicals in a new region like the UK

This targets the pool maintenance segment, which is distinct from pool construction. The global Pool Cleaning and Maintenance Services Market size is estimated to grow to $26.92 billion in 2025. The market is expected to grow at a CAGR of 7.8% from 2024 to 2025. In England, participation in at least two swimming activities grew from 1.8 million in 2021 to 3.8 million in 2022. The UK wet leisure industry is aligning with international advancements through collaborations like EUSA.

Invest in a new water management technology for rainwater harvesting or gray water systems for residential use

This is a move into the adjacent water management technology sector. The Rainwater Harvesting Systems Market size is expected to grow from $1.94 billion in 2024 to $2.1 billion in 2025 at a CAGR of 8.5%. North America was the largest region in this market in 2024. The residential segment continues to dominate this market. The market is expected to grow to $2.7 billion in 2029 at a CAGR of 6.5%.

Here is a summary of the market context for these diversification vectors:

Latham Group, Inc. (SWIM) is currently focused on its core business, where fiberglass pools are tracking to account for approximately 75% of its full year 2025 in-ground pool sales, aiming for fiberglass to represent 24% of the total U.S. in-ground pool market in 2025. The company maintains a strong balance sheet with $70.5 million in cash at the end of Q3 2025 and a net debt leverage ratio of 2.3, which management expects to approach 2.0 by year-end. Total debt stood at $281 million. Capital expenditures for the first nine months of 2025 were $16.2 million.

The potential for growth through diversification is supported by the existing market scale in adjacent sectors:

• The North American Modular Construction Market is estimated at $19.77 billion in 2025.
• The U.S. swimming pool construction industry alone is valued at $16.5 billion in 2025.
• The U.S. has 10.7 million swimming pools, with roughly 8% of U.S. households owning one.

Finance: draft capital allocation scenario analysis for a $100 million acquisition in the outdoor structures space by next Tuesday.