Foundations of Marketing: BA181
Instructor: Stacey Smeltzer
Student ID#: G00079415
January 1, 2012
Camel Back -They’ve Got Your ’Bak. – Case Study Analysis
The case study is to understand the importance of the CamelBak. CamelBak Products, LLC is an outdoors equipment company known primarily for its hydration products, such as hydration packs and water bottles. CamelBak is also a supplier of hydration packs, protective gear, and other products to the U.S. military and law enforcement agencies around the world. The CamelBak headquarters are in Petaluma, California. CamelBak is the leading manufacturer of hydration packs. The CamelBak name comes from a play on the myth that a camel stores water in its hump. Camels actually store fat in their hump.
Given Facts in the case:
1. In 1989, Michael Eidson, has invented CamelBak for overcoming dehydration. 2. The first version, which used medical tubing to flow water from an intravenous drip bag that was insulated by a sock and strapped to the back of his shirt, was born as most inventions are—out of necessity. 3. The packs gained fame during the 1991 Gulf War as extreme sports enthusiasts in the U.S. Special Forces carried their personal CamelBaks into combat during Desert Storm. 4. By 1995, Edison sold the company for $4 million. Kransco has purchased it. 5. In 1999, two years after buying his first CamelBak pack, cyclist Chuck Hunter left Lockheed Martin to join the upstart company in hopes of growing its military business. 6. Hunter partnered with DuPont to help CamelBak develop the Low Infrared Reflective (LIRR) system. 7. Other CamelBak innovations include the Water Beast reservoir, a fluid storage system that boasts 30 percent more rigidity than other packs on the market. 8. Another CamelBak first is its CBR 4.0 pack system, which is specially designed to perform under chemical or...