The kitesurfing market

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The kitesurfing market

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Abstract

I.France

In this paper, I have chosen to talk about a kite that is used for kitesurfing, the North Rhino 12 square meter model (2007) (appendix 1).

1)Product

The North Rhino 2007 is 12 square meters and is very powerful. It is used for kitesurfing between 12 and 25 knots (3 to 6 beaufort). This product is for people who are looking for massive hang-time, easy re-launch and total safety.

Most often, people who buy this kind of product in France are men and boys between the ages of 15 and 50 years. This could be because, this sport is very physical.

All the seasons are good to practice this sport with the North Rhino 12. It all depends on the person, the location, the conditions and the motivation.

It is possible to use this kite wherever we want but on the sea is the best place to enjoy it. In fact, it is easier to practice kitesurfing on the seaside than in a lake or on the snow. Nevertheless, there are people who do these also.

2)Price

This kite is made by a well-reputed brand called North Kiteboarding. French retailers sell this product at 1349€. This price includes the kite itself along with the bar and the lines (appendix 2).
Retailers get the kite at about 600€ given that their margin is around 2.2 or less.

3)Place

This involves knowing the general supply chain, from the factory manufacturer to the outlet.

4)Promotion

To promote its products, the brand has to place them at the right place and sell them at the right price.

Tags: kite-surfing, North Rhino 2007, popularity of kite-surfing

Extract

[...] The purchasing power of the Irish is huge (one the European highest) at 40% of the GDP per inhabitant (according to Eurostat). The buying process: -Interest: In Ireland, people are more and more interested in extreme sports like kitesurfing. Their purchasing power has been increasing for some years. Those who are interested first have kitesurfing lessons and then buy their gear. If one is buying kitesurfing gear, one needs to buy all the equipment (the wetsuit, the harness etc) besides the board and the kite. [...]

[...] The kitesurfing market I. France In this paper, I have chosen to talk about a kite that is used for kitesurfing, the North Rhino 12 square meter model (2007) (appendix 1). Product The North Rhino 2007 is 12 square meters and is very powerful. It is used for kitesurfing between 12 and 25 knots to 6 beaufort). This product is for people who are looking for massive hang-time, easy re-launch and total safety. Most often, people who buy this kind of product in France are men and boys between the ages of 15 and 50 years. [...]

[...] They had a real monopoly in the country. So, they had no need to fix their prices and later decided to adjust their prices with those in the UK. Nevertheless, others competitors (12 today) arrived soon after. Now, Puremagic only has a monopoly only in the Dublin area because others shops have opened and developed in Ireland. Prices are nearly the same all around the country. When we compare the price of the North Rhino 12 in Ireland with its price in France, we see that it is a bit more expensive in Ireland (1445€). [...]

[...] In this way, they manage to promote the North Rhino as much as possible. - Sponsoring: In order to increase their popularity, brands invest in sponsoring. This is how Jeremy Eloy, a professional French kitesurfer takes advantage of the North Kiteboarding company and in return, he has been promoting the North Rhino from its launch last spring. These promotions occur through local and international competitions and others demonstrations that he takes part in. - Competitions: France has many kitesurfing competitions. [...]

[...] The haulage contractor finishes his job when the merchandise has reached its location (Ex Works). In this location, the dealer in the UK who is responsible for it and for Ireland sends the products to the Irish retailers. There is no specific contract between them because North Kiteboarding sells to only three shops in Ireland. The shops pay after the delivery (one or more weeks). At the end of the supply chain are the Irish kitesurfers who buy the North Rhino products in these shops. [...]

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