The Beach Carrier Case Analysis

In: Business and Management

Submitted By mberin0530
Words 1002
Pages 5
Matthew Beringer
ELE 3010
Parnell
February 21, 2016
The Beach Carrier 1. What is the nature of the product? What are its strengths and weaknesses?

The Beach Carrier is a bag that is large enough to carry all the items that one needs for a day at the beach. It is large enough to carry a beach chair, but when empty, it can be folded down to 12x12 square inch for easy and convenient storage. The strengths of the product are that is more affordable than the competitor’s products and the material of the bag is perceived as durable. The weaknesses of the product are that the fluorescent colors lessen the perceived quality of the beach carrier and the size of the bag is far larger than necessary. 2. What are the limitations to the assumptions Ricci has made in determining the market potential? What risks do these present?

The assumptions Ricci has made in deterging the market potential have a few limitations that present a risk for the product. The first market share objective stated is “People who use suntan and sunscreen products represent the market for The Beach Carrier”. While this may represent a large market for the product, most people who use sunscreen only use it during the summer months or the hot months. This limits the sales of the product due to the seasonality of the target market. Another limitation is that Ricci has perceived the target market to only be women because “men do not buy bags”. This reduces the potential target market by nearly 50%. These limitations present a risk for the products sales. By only targeting women and not men, Ricci is presenting the product as a women’s bag, when in reality, this bag should be a unisex bag since it is used to transport items needed for a day on the beach. Men go to the beach just as women do, and by only targeting women this will place a cap on sales of the product.

3. How…...

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