Abstract
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
