SpnKiX: Case study

Résumé du document

SpnKiX was founded by Peter Treadway, who received his undergraduate degree in Industrial Design from the Rhode Island School of Design and his Masters from Art Center College of Design in Industrial Design with a focus in Transportation. After having raised their funding through kickstarter.com, SpnKIX became reality in march 2011 and managed to penetrate the American market. Now, one year later, SpnKIX is seeking exporting opportunities in order to increase its market share and brand awareness.

Their core business is designing, manufacturing and selling electric mobility devices which can be fitted to any kind of shoe. SpnKiX are battery powered, motorized skates that strap right on to your shoes.
This report aims to investigate on the feasibility of exporting the SpnKIX to France. First of all, the macro and micro-environment will be analysed. Secondly, a general market description will be conducted. Then, SpnKIX' competitive advantage will be formulated. Furthermore, the marketing mix will be pointed out. In the end, all of this will be summarized by a conclusion and recommendations for SpnKIX.

Extraits

[...] In addition, there are no direct competitors for SpnKiX to deal with. This is also very beneficial to SpnKiX. Then a SWOT-analysis gives us a clear view on possible chances for SpnKiX to further improve their business model. Although there are several weaknesses and threats, when the necessary actions are undertaken, these obstacles are to overcome. Then, to successfully our product in the French market, decision on the marketing mix have been made. A clear description of the product is given. [...]

[...] The rivalry is considered to be average, competitors are to some extent trying to steal profit and market share from one another. This slightly reduces profit potential for all firms within the industry. According to Porter's 5 forces framework, the intensity of rivalry among firms is one of the main forces that shape the competitive structure of an industry Macro Environment There are a number of common approaches how the external factors can be identified and examined. These factors indirectly affect the organization but cannot be controlled by it. One approach could be the PEST analysis. [...]

[...] SpnKiX: Case study Table of contents Chapters: 1. Introduction SpnKiX was founded by Peter Treadway, who received his undergraduate degree in Industrial Design from the Rhode Island School of Design and his Masters from Art Center College of Design in Industrial Design with a focus in Transportation. After having raised their funding through kickstarter.com, SpnKIX became reality in march 2011 and managed to penetrate the American market. Now, one year later, SpnKIX is seeking exporting opportunities in order to increase its market share and brand awareness. [...]

[...] Therefore this automatically implies to SpnKiX' product. The product needs to be approved by European standards. A security/safety label would be required in order to legally operate the SpnKiX in France on the public road/area Market Analysis Through conducting a market analysis, the market for SpnKiX its industry is researched. It focuses especially on the attractiveness of the market, and all the success factors which are part of this. It will give insight in both the current situation as well as the future situation. [...]

[...] This is also very beneficial to SpnKiX. Then a SWOT-analysis gives us a clear view on possible chances for SpnKiX to further improve their business model. Although there are several weaknesses and threats, when the necessary actions are undertaken, these obstacles are to overcome. Then, to successfully our product in the French market, decision on the marketing mix have been made. A clear description of the product is given. The price has been set on 500 EUR incl. VAT for the end customer, using price skimming strategy. [...]