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
[...] To sum up what we explained previously, we may draw the following chart: III Goal and marketing objectives KanaBeach ventured abroad in the last few years, and the main goal of the company is to expand internationally while at the same time expanding sales. Thus, KB wants to increase market size by attracting new foreign customers, and increasing the number of users for its products. But the main marketing objective is undeniably to capture more market shares internationally in order to create brand awareness. [...]
[...] Moreover, the main objective of KanaBeach is to penetrate the Australian market in order to reach 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. [...]
[...] If the reader would like to know more about it, the only available source for this particular market is a complete study on this website http://www.researchandmarkets.com/reportinfo.asp?report_id=362853, available at an affordable price of 325$ Company analysis SWOT and info about company KanaBeach is a French SME company, located in Brittany, in the North- West of France. The turnover in 2007 reached Euros[5]. KanaBeach is specialized in the creation of surf-wear and surf-wear-oriented products. It owns more than 600 points of sales in France and has a growing presence abroad, with outlets in the Netherland, Deutschland, Italia, UK, Ireland, Denmark, Greece, Spain, Belgium, Switzerland, Lithuania, Poland, Russia, Croatia, United States and Canada. [...]
[...] Concerning the measurability of our sales, the managers of both our stores will establish a weekly financial report and analyze what are the key features of sales within the week including weekends; how customers buy; how much they spend, and adjust the prices of products in accordance with these trends. They will also be in charge of studying the various point-of- sales revenues and their profitability in order to know which are likely to increase sales and which are expected to disappear. [...]
[...] Moreover, in this way, innovative products will be the constant feature of the brand in Australia and will help face the high competition. B. Price KB's products are definitely high-quality and original. We should thus determine our price according to the perception of the customers who will get the impression that they are buying something uncommon and unique. Moreover, by relating to French designed products with the luxury image of France, Australian customers will see in our products the French touch and will then be able to pay a higher price than for the more common Australian or US brands. [...]
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