The Beach Carrier Case Study

Background

Mary Ricci wants to launch her new product, the Beach Carrier. Although Mary has an entrepreneurial spirit (creative, optimistic, enthusiastic, flexible and motivated), she lacks capital and is unwilling to sell the pattern to a manufacturer.

Product characteristics

Light-weight

Tear-resistant

Multi-use (beach, picnic, barbecue, concert)

Can be used in the winter, to carry ski gear

Easy to carry

Fade-proof fabric

Dries quickly

Fluorescent or conservative colours, appealing to different demographics and tastes.

Competition

Caddy Sack (Sold at shadeusa.com) - Retails for $16.95

Limited space for beach accessories

Carries only small chair

One-person items only

Wonder Wheeler (4thebeach.com) - Retails for $59.99

Two-wheel cart with oversized wheels

Less than 10 pounds, folds up easily

Carries multiple beach items

Difficult to maneuver on sand

Market Potential

The plan is to introduce the Beach Carrier in the United States and Canada, and the primary target market identified consists of women who use sunscreen. Assuming that beach bags are replaced every three years, one-third of women who use sunscreen will buy a new beach bag this year (19,872,361 is her total potential market).

If Mary Ricci is targeting 1% of the potential market, her goal is to reach 198,734 consumers.

Strategy

Mail-order sales strategy, using regional rollout phases with three-months intervals, achieving national market exposure within 12 months.

Promotion

Novelty and general interest mail-order catalogues and special interest magazines (beachgoers and boat-owners).

SWOT Analysis

STRENGTHS

The Beach Carrier is an attractive product as outlined in the product characteristics

There aren’t too many

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