Easy Eddy: External Environment Analysis and Marketing Strategy

This report analyses various external environmental factors of the company that affect the distribution of Easy Eddy in Australian market. This report also evaluates the marketing strategy through analysing the marketing objectives and brand strategy of Easy Eddy.

Running Head: Easy Eddy
Easy Eddy
Report
System04104
9/10/2019

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Introduction
Easy Eddy is a three-piece manufacturer of paddle board (SUP) that is designed to meet the
needs of convenience and performance. The company is known for its quality manufacturing
and distribution of its quality paddleboard products. This report analyses various external
environmental factors of the company that affect the distribution of Easy Eddy in Australian
market. This report also evaluates the marketing strategy through analysing the marketing
objectives and brand strategy of Easy Eddy.
External Environment Analysis
External environment analysis has been done in through three different methods that include
PESTEL Analysis to analyse macro environmental factors, 3I’s model has been used for
competitor Analysis, and Porter’s five forces model for Competitive Forces. The report also
includes various opportunities and threats for the Easy-Eddy in Australian market. This part
of this report also evaluates the future strategies of Easy Eddy that will help the company to
stay competitive in the market.
PESTEL Analysis
The Company needs to follow the rules and regulations related to paddles boarding and
should care for the safety of people. The increasing net disposable income of Australian
people attracts the retailers in the market. The current disposable income of Australian people
is AUD $48,632 per year. The people spend huge amount on toys and adventures activities,
which is reportedly, noted a hike of 39% in the market of sports goods (Statista, 2016). These
all factors help the company to establish itself in the country and attract people towards the
paddleboard (Ruhanen, Whitford, and McLennan, 2015). However, the open culture and fun
mood of people provide best market for the company. Manufactures best and quality products
with the help of latest technology (Asscoiation and Travel, 2017).
The sustainability in the market and approach of people towards the sports and healthy life
Easy Eddy can promote its product among people because Australian people find this product
more appealing in such scenario in the market. Overall the people in Australia are very aware
about their health and they give more favours to various sports activities and adventures
activities to stay healthy and fit in their life. The attitude of people to enjoy outdoors and stay

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healthy is a great opportunity for the company to increase its market share in the sports
sectors and distribute its product through the sports equipment stores.
(Source: Schram, Hing, and Climstein, 2016)
Industry Forces
The industry forces include five forces that analyse the impact of these forces on business
organisation. The threat of new entrants in the market is moderate because of the low
customer loyalty (Reynolds and Nancy, 2012). People generally change their paddleboard
when they see next best thing. The rivalry in this industry is also moderate. The paddleboard
market in 2015 was AUD $6.94 billion and it is expected to reach AUD $14.7 billion in 2020
(Statista, 2016). The threat of new entrants in the market is very high because large number
of manufactures can easily enter in the sports equipment market. Therefore, the big issues for
the company are entry of paddle board manufacturers in the market. The bargaining power of
buyers is high as buyer can jump to another product if they found at low cost or something
new in the products.

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(Source: Reynolds and Nancy, 2012)
Competitor Analysis (3I’s Analysis)
Under this competitor’s analysis there are three factors generally considered: immediate
competitor (Direct competitor), Impending Competitor (Indirect competitor), and Invisible
competitor (Replacement competitor). The major competitors of Easy Eddy in the market are
Isle Sur and SUP Company that are producing large number of paddleboards and they have
numbers of retail outlets of sports equipment in the country. While the impeding competitor
that can make a further growth in water sports equipment is Decathlon, which have 65%
revenue comes from overseas sports business and it is a popular French sports retailer
(MarketWatch, 2019). However, the Easy Eddy can take the help of Rebel that is the
exclusive retailer of paddleboards to face the competition in the market. The next is Invisible
competitors that can be considered to Element Stakeholders because it is continuously
increasing its market share in the country. According to a report, the on-going trend of high
accessibility of boards makes it easy for competitors to enter in paddleboard market. This is
the major problem for the Easy Eddy (Getz, 2012).

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(Source: Reynolds and Nancy, 2012)
Marketing Strategy
The Easy Eddy needs to attract the young players of paddle boarding through special pricing
schemes. The discount in prices of the boards on first arrival and second arrival can attract
the players and young people towards this sport.
Marketing Objectives
The new technology in the paddleboards affects the whole industry. The objective of the
company is to maximise the sale of boards in young generation people especially in those
area where people want to enjoy their vacations and have choice of spending money (Schram,
Hing, and Climstein, 2016).
SMART Goals Objectives for the Easy Eddy
SMART goals stands are generally Specific, Measurable, Achievable, Realistic, and Timely.
Specific Goals:
1. Maximise sales of paddle boards
2. Maximise Profit
3. Increasing Market share
4. Competitive Position in the market
Marketing objectives

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The marketing objective of the company through these goals should increase the market share
in the sports equipment market with collaborating with local retailers such as Rebel Company
that is the exclusive retailer of sports equipment. For this purpose, company can provide the
seasonal offers for such customers who enjoy paddle boarding.
The association of the company with various sports club and association may also help it to
expand its market in Australia that will further help the company to achieve its second goals
that is profit maximisation. It will be beneficial if the company promote its products in rural
areas of the cities where atmosphere is humid and warm. The company can also encourage
people towards a healthy life style where they can enjoy water skating sports as the way of
making their body fit and healthy.
The company can aware the people that how sports can help them to stay healthy and paddle
boards help them to enjoy their life. However, attracting large numbers of people toward the
paddle boarding and provide them a safe and secure product that help the people to enjoy
their day on beach should be the first priority of the company (Costa and Chalip, 2015).
Brand Strategy
The Easy Eddy Company must focus on the quality of boards, which should be unbreakable
and provide full safety and security to the customers during the surfing (Saqib, 2019) and this
should be the first brand strategy of the company. Apart from this, the company can also
provide the sponsorship to various sports for the promotion of its product. The company can
use the big retailers such as Rebel Company or any other famous retailers to supply its
products in the market. It will help the company to achieve its objectives of maximising sales
of boards in the market.
The continuous improvement in the product quality and focus on development of the
products such as introducing gears and providing more safety and security facilities to its
customers will help the company to create its own brand image in the market and give
competitive advantages over other players (Schram, Hing, and Climstein, 2016). The Gear
technique in the paddleboards helps the people to enhance the speed of boards while skating
on water. This will provide a new experience to the people while they using paddleboards.
Opportunities for Easy Eddy in Australian Market
After analysis of all the external factors and competitive analysis, it can be said that major
opportunities for the Easy Eddy in the market are related to increasing income of people and

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their attraction towards a healthy life style. These two factors encourage people to spend
money on sports equipment and activities like paddleboards and water skating sport. Apart
from this, the awareness of people towards the healthy life also attracts people towards sports
that create an opportunity for Easy Eddy to expand its market in the Australian market.
Sustainability in Australian economy is a major factor that can help the company to expand
its market in the Australian sports equipment market. However, the major threat for the
company is increasing number of competitors in the sports equipment market such as EE or
large numbers of manufacturers who are looking for entry in paddle board market.
In conclusion, the company needs to focus on increasing its market share. Apart from this, the
quality and safety concerns and company should manufacture those boards, which are not
risky for people during the surfing. The tie up with famous retailers like Rebel will also help
the company to build its brand strategy. Apart from this, the company can also target those
humid and warm cities where people want to spend more time on adventures activities near
beaches.

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References
Asscoiation, T. and Travel, A. (2017) Adventure Tourism Market Study 2013 [online].
Available at: https://scholarworks.umass.edu/cgi/viewcontent.cgi?article=2026&context=ttra
[Accessed: 10/09/2019].
Costa, C.A. and Chalip, L. (2015) Adventure sport tourism in rural revitalisation—An
ethnographic evaluation. European Sport Management Quarterly, 5(3), pp.257-279.
Getz, D. (2012) Development, and Marketing. Sport and adventure tourism, 49, pp. 12-18.
MarketWatch (2019) Stand up paddle board market: Global industry research, size, share,
growth, trends, and forecast, 2019–2024 [online]. Retrieved from:
https://www.marketwatch.com/press-release/stand-up-paddle-board-market-global-industry-
research-size-share-growth-trends-and-forecast-20192024-2019-04-02 [Accessed:
10/09/2019].
Reynolds, Z. and Nancy, M. (2012) Surfing as adventure travel: Motivations and
lifestyles. Journal of Tourism Insights, 3(1), p.2.
Ruhanen, L., Whitford, M. and McLennan, C.L. (2015) Indigenous tourism in Australia:
Time for a reality check. Tourism Management, 48, pp.73-83.
Saqib, N. (2019) A positioning strategy for a tourist destination, based on analysis of
customers’ perceptions and satisfactions [online]. Available at:
https://www.emerald.com/insight/content/doi/10.1108/JTA-05-2019-0019/full/html
[Accessed: 10/09/2019].
Schram, B., Hing, W. and Climstein, M. (2016) Profiling the sport of stand-up paddle
boarding. Journal of sports sciences, 34(10), pp.937-944.
Statista Research Department (2016) Share of the sporting goods market held by Rebel Sport
in Australia as of March 2016 [online]. Available at:
https://www.statista.com/statistics/624446/rebel-sport-market-share-australia/ [Accessed:
10/09/2019]..

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