Ocean Culture Sandboard
1.0 Introduction
Ocean Culture® is Australia’s best known manufacturer and supplier of sandboards and equipment that is available to riders locally, interstate & across the world (e.g. France, Spain, America etc.) (Ocean culture, 2010) National museum (Ocean culture, 2004) stated that the owner Joanne Harvy began her career as a sandboard manufacturer in 1994, her first products were sold through Adelaide surf shops and now Harvy 's company (in South Australia) - Ocean Culture online shop.
2.0 Case study problem
No distinct Segmentation, an online shop just has product technical guidance and selling orientation, they don’t have distinct segmentation at their targeting and wide market.
Sandboard products homogeneous, less consumer awareness results in sandboards similar function or name that confounded customer purchasing for instance, skimboard, bodyboard, duneboard etc.
Usage restricted condition, sandboards are limited to sand dune &available areas, especially participants must walk back to the top of the dune after every run or ride, or use a 4 wheel drive to get back to the top.
Personal safety, sandboarding can be potentially dangerous when the player rides on a high hill or jump down from the top, particularly to the beginner, and teen agers.
3.0 Theory relating to problem
Ocean culture sandboarding is growing as a sport for teens and young adults… As an innovative designer, Joanne has not had to alter the product to suit particular market preferences. (Solomen et al. 2009, p193) Although Ocean Culture started from individual customized, along with the company business development &products variety, Solomen et al. (2009, p8) indicated marketers first identify consumer needs and then provide products that satisfy those needs, ensuring the company’s long-term profitability.
A product delivers a benefit when it satisfies a need of want. The value proposition includes the whole bundle of benefits the company promises to deliver, not just the
Ocean Culture® is Australia’s best known manufacturer and supplier of sandboards and equipment that is available to riders locally, interstate & across the world (e.g. France, Spain, America etc.) (Ocean culture, 2010) National museum (Ocean culture, 2004) stated that the owner Joanne Harvy began her career as a sandboard manufacturer in 1994, her first products were sold through Adelaide surf shops and now Harvy 's company (in South Australia) - Ocean Culture online shop.
2.0 Case study problem
No distinct Segmentation, an online shop just has product technical guidance and selling orientation, they don’t have distinct segmentation at their targeting and wide market.
Sandboard products homogeneous, less consumer awareness results in sandboards similar function or name that confounded customer purchasing for instance, skimboard, bodyboard, duneboard etc.
Usage restricted condition, sandboards are limited to sand dune &available areas, especially participants must walk back to the top of the dune after every run or ride, or use a 4 wheel drive to get back to the top.
Personal safety, sandboarding can be potentially dangerous when the player rides on a high hill or jump down from the top, particularly to the beginner, and teen agers.
3.0 Theory relating to problem
Ocean culture sandboarding is growing as a sport for teens and young adults… As an innovative designer, Joanne has not had to alter the product to suit particular market preferences. (Solomen et al. 2009, p193) Although Ocean Culture started from individual customized, along with the company business development &products variety, Solomen et al. (2009, p8) indicated marketers first identify consumer needs and then provide products that satisfy those needs, ensuring the company’s long-term profitability.
A product delivers a benefit when it satisfies a need of want. The value proposition includes the whole bundle of benefits the company promises to deliver, not just the
References: Ocean culture: about us (2010). Retrieved from: http://www.oceanculture.com/index1.html Ocean Culture, Innovative Sandboarding Equipment... (2004). Retrieved from: http://www.nma.gov.au/collections-search/display?irn=795 Solomon, Hughes, Chitty, Fripp, marshall, Stuart. (2009). Marketing, Australia: Pearson Education Australia Peter Clarke. (2010). Lecture 5: Ethical decisions in the marketing mix (9), Lecture 6: Sharping the focus (24), Unpublished manuscript. Giffith University, Brisbane, ueensland, Australia. Alibaba. (2010).Other sport &entertainment, retrieved from: http://www.alibaba.com/countrysearch/AU/sandboard.html Sandboard Magzine: Linx 2, retrieved from: http://www.sandboard.com/linx2/index.htm