We use cookies to give you the best experience possible. By continuing we’ll assume you’re on board with our cookie policy

Ocean Culture Sandboard Essay Sample

essay
The whole doc is available only for registered users OPEN DOC

Get Full Essay

Get access to this section to get all help you need with your essay and educational issues.

Get Access

Ocean Culture Sandboard Essay Sample

1.0Introduction
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.

2.0Case 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.

3.0Theory 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 benefits of the product itself. (Solomen et al. 2009)

The problem has exposed by the owner of Duneboard who ever told “when I originally started planning this site, I had a list of several dozen possible names all of which tried to incorporate some sort of sandboarding theme, so had words like sand, dune, board, beach etc” (Duneboarder, 2010). Actually, for every product sold, the marketer must decide on one or more useful segmentation variables-that is, dimensions that divide the total market into fairly homogeneous groups each with different needs and preferences. (Solomen et al. 2009,168) Soloment et al (2009, p199) stated that “marketers classify products into categories because the categories represent differences in how consumers and business customers purchase different products.” Besides, the product safety needs to mention, as Clarke stated (2010, papa.9) that addressing special social and community issues if ethical decision in the marketing mix that often concerns ways of promoting to children or uneducated segments of the market.

4.0Company action
Ocean culture just develops their business at online shop which can support customers to find different sandboards, and finish the purchasing process. Also they do supply sandboards for wholesaling business on the Alibaba trade website (Alibaba, 2010). Sandboard package is the online promotion which includes a board, bag and wax, they have had special sales for some accessories such as, pressure safety suit. To encourage and corporate internal and international network, Ocean culture organizes team riders worldwide. The player has listed and uploaded their sandboard riding videos onto the website to share with the wide community. The company doesn’t have any advertising, general marketing action or communication and promotion. Their only communication &interaction is limited in the sandboard player circle, such as Sandboard magazine (Sandboard, Australia), and websites e.g. Duneboard.com.

5.0Your solution in terms of theory
In terms of the market status of Ocean Culture sandboards, it needs to establish, enhance &maintain competitive advantage &reputation of their brand and products. Clarke (2010, C.5) pointed the brand personality is a distinctive image that capture’s a product’s character and benefits. A company has a competitive advantage when it is able to outperform the competition, providing customers with a benefit the competition cannot.

(Solomen et al. 2009, p16) for example, Ocean culture can make marketing tactics to communicate with different media, customers and wide community. And they can evaluate and build up CRM &e-CRM strategy and implementation. Solomen et al. (2009, p16) indicated that differential benefit set products apart from competitors products by providing something unique that customers want. For approach customer needs &satisfaction, Ocean culture use segmentation that would divide brand and product from plenty of other products on the market also. Such as,

Table, 1.1 Segmentation of Ocean Culture Sandboard

Segmenting by Divide into
GeographicAustralia inland customers
and overseas customers (America, Japan etc.)
DemographicGender, age and family etc
PsychographicAthleticism, and recreationist
BehaviorBeginner, and professional player

To increase customer awareness, and build business ethic, Ocean culture can be involved in on-site practice. For example, the company can be the sandboard sponsor of Moreton island. Or they can organize a professional coach or player who could conduct adopters on sandboarding skills & safety rules. Just like Solomen et al. (2009, p197) stated that product basically consists of a brand, attributes and benefits. A large part of the marketer’s role is to create the value proposition by developing and marketing a product with benefits that satisfy customer’s needs, and attributes that satisfy their wants.

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

We can write a custom essay

According to Your Specific Requirements

Order an essay

You May Also Find These Documents Helpful

Cocoa delights marketing plan

Marketing objectives should be presented to the CEO in written format, and respond to each of the following statements: 1. Compatibility: How is the objective compatible with the organisation’s strategic direction and purpose? To achieve this, we have 5 priorities: Building a customer and store-led culture and team Generating sustainable sales momentum in Food Evolving our Drinks business to provide even more value and convenience...

Classification of Relationship Marketing

Marketing discipline has attracted considerable attention from academics as a result there are numerous definitions of marketing in the literature. Different authors have different views of marketing. For instance Kotler and Armstrong (2010) define marketing as the social process through which individuals as well as organisations acquire their needs and wants by creating and exchanging values with others while American Marketing Association (2013) defines marketing...

Target marketing strategy

What is market fragmentation, and what are its consequences for marketers?Market fragmentation refers to the notion that a market comprises of diverse and different segments. These segments have their own particular requirements, necessities, backgrounds, and a different response to marketing messages. Different mobile phone applications, channels, magazines based on customer needs are some examples of market fragmentation. The emergence of such segments increases competition and...

LensCrafters strategy

Evaluate LensCrafters’ operations strategy and explain how the organization seeks to gain a competitive advantage in terms of sustainability About Lenscrafter LensCrafters is a universal eyewear and shades organization headquartered at UnitedStates. The organization is having 90 stores in the U.S and was established in 1983 by E. DeanButler. Presently the organization is having 850 stores over the globe. The principle highlight of the company is...

Three key characteristics of the marketing concept

Identifying customer needs and wants- In case study, Ralph Chapman Recognizing that the great depression in the UK meant that the many of his poorest customers needed an affordable source of Vitamin C. Developing products to meet customer needs and want- In case study, Ralph Chapman develop a way to bottle his fruit juices to enable them to stay fresher for longer and providing a...

Get Access To The Full Essay
icon
300+
Materials Daily
icon
100,000+ Subjects
2000+ Topics
icon
Free Plagiarism
Checker
icon
All Materials
are Cataloged Well

Sorry, but copying text is forbidden on this website. If you need this or any other sample, we can send it to you via email.

By clicking "SEND", you agree to our terms of service and privacy policy. We'll occasionally send you account related and promo emails.
Sorry, but only registered users have full access

How about getting this access
immediately?

Become a member

Your Answer Is Very Helpful For Us
Thank You A Lot!

logo

Emma Taylor

online

Hi there!
Would you like to get such a paper?
How about getting a customized one?

Couldn't Find What You Looking For?

Get access to our huge knowledge base which is continuously updated

Next Update Will Be About:
14 : 59 : 59
Become a Member