Setting-up of Kanabeach in Australia

Résumé du document

We are a part of KanaBeach, a small French company that specializes in the creation of surf-wear and surf-wear oriented products. Our company intends to penetrate the Australian market in June 2010. Australia owns the three major brands on the global market, namely, Quicksilver, Billabong and Rip Curl. The competition is pretty strong, and there are at least 2 million potential customers who are eager to buy surf-wear, related, more or less, to the surf practice in Australia.
KanaBeach is an uncontested specialist on the surf-wear market and its surf-inspired clothes target a niche market in selling high quality, quirky and original surf-wear products, with a healthy image.
Indeed, we can define our target customers in Australia as men aged between 10 and 35 years old, belonging to the surf culture or simply attached to the surf image.
The main benefit that we have against the competition is a specialization of our segmentation, focusing only on men who are totally respectful of the surfing philosophy. But these kinds of people go further than standard customers, meaning that they want something original, unique, and very difficult to find elsewhere.
Moreover, the main objective of KanaBeach is to penetrate the Australian market in order to reach 1.5% market shares of the surf-inspired clothes market the first year, and the associated goal is to develop the brand awareness across the country.
To achieve this, KanaBeach will set up its own stores in two big cities and launch various point-of-sales alongside very well-known spots that surfers love.
Thus, by going to Australia, KanaBeach aims at earning additional revenues and positioning itself strongly enough to compete with current competitors. At the same time, since Australian culture has been supporting surfing for a long time, the goal is to expand the brand values and gain international recognition

Extraits

[...] These consumers want to fit with the advertised image of cool products on TV or in movies. For several years, the world of surf-wear has been increasing in popularity, and has been expanding all over the world. Movies such as Point Break or Blue Crush, as well as specialized magazines or other media influence consumers in the purchasing process. This need for socialization shows that they do not want to be considered marginal, though they do not believe in the values of surf-wear. [...]

[...] Website The dedicated Australian KanaBeach website will be almost the same as what it is today http://www.kanabeach.com/, except that the address will be http://www.kanabeach.au/. Online shopping will be also possible with special offers over the Internet only. News about the company and all activities around the brand will be communicated under ‘KanaBeach News'. Surfing or riding events and competition results will be specified as well, under ‘Riders News'. The new collections will also be introduced. Stickers, wallpapers, newsletters and other supports could be downloaded. Information about the company, staff, background and point-of-sales will be specified as well. [...]

[...] Fashion or sports brands can substitute the need for clothing, but in a different way. Age, profession, trends or other fashion styles used in the daily life are different variables that can impact the choice of clothes. Indeed, almost all other clothes brands offer substitutes to surf-wear or surf-inspired apparel. Thus, we can rate the threat of substitutes at 8/10. Competitive rivalry in the surf-wear industry The Australian surf-wear market is very competitive with the presence of three major brands, Quicksilver, Billabong and Rip Curl, as well as other smaller brands like Oxbow, O'Neill or Volcom, and several small local brands too. [...]

[...] Advertising & Promotion 17 C. Channel recommendations & supporting programs 18 D. Customer management activities 18 E. Website 19 F. Further marketing research 19 VI Monitors and controls (brief) 19 VII Contingency plans 20 VI. Financial Documents 20 Budgets and pro-forma statements 20 VII. CONCLUSION 21 REFERENCES 22 I. Executive summary We are a part of KanaBeach, a small French company that specializes in the creation of surf-wear and surf-wear oriented products. Our company intends to penetrate the Australian market in June 2010. [...]

[...] Situation analysis A. Industry analysis 1. Aggregate market factors Category size The global surf-wear market involves different kinds of apparel; the strictly surfing products like wetsuits, and surf-inspired apparel related to the surfing style. Australia owns the three major brands on the global market: Quicksilver, Billabong and Rip Curl. The number of people who surf in Australia is about 2 million people from a total population of 20 million[1]. Thus, at least 2 million potential customers are eager to buy surf-wear related more or less to the practice of surfing. [...]