Marketing Plan for Disrupt Sports Customized Surfboards

This report provides an overview of Disrupt Sports and its customized surfboards, including a PESTEL analysis, competitor analysis, SWOT analysis, customer analysis, problem statement, and marketing objectives.

Running head: MARKETING
MRKT20052: Marketing Management and Digital Communications
Term 2, 2019
Assessment 2: Marketing Plan
<<Insert Product/Business Name Here>>
<<Insert your name and student number>>
Submission date: <<Insert assessmentsubmission date here>>
Word count: <<Insert your word count here>>
Campus (tick one): MEL  SYD  BNE  DST  Other (write): ____________

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Executive Summary:
The objective of the report is to provide an overview of Disrupt Sports and one selected product
which is Custom made Surfboards. The Company puts forward a belief that every individual
have different needs and hence the products produced on mass scale might not suit their
individuality. Disrupt Sports steps in this arena to help customers have their own customized
product. This helped in strengthening the belief of the company that lay in celebrating creativity
and the power of individuality. From, the introduction it has been found that Company is very
new to the Australian market and introduces for the first time client designed customized surf
boards. The situation analysis portrayed that although the surfing industry is a bit instable but the
various political, economic, social, technological, environmental and local factors makes the
company viable for existence. The company also faces competition from the various competitors
and has its own strengths, weakness, opportunities and threats. The report also portrayed how the
company sets its target market. The company might face problems in terms of pricing
distribution which could be resolved by adopting the appropriate marketing objectives and
marketing mix strategies. The company can ensure an effective campaign through proper control
measures, contingency action and budget allocation.

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Table of Contents
A. Introduction:................................................................................................................................4
B. Situation Analysis:......................................................................................................................4
B.1. PESTEL Analysis:...................................................................................................................4
B. 1.2. Competitor Analysis:...........................................................................................................7
B. 1.3. SWOT Analysis:..................................................................................................................8
C. Customer Analysis:.....................................................................................................................9
D. Problem Statement:...................................................................................................................10
E. Marketing Objectives:...............................................................................................................11
F. Marketing Mix Strategy:...........................................................................................................13
G. Campaign Evaluation:...............................................................................................................14
H. Budget Allocation:....................................................................................................................15
I. Conclusion:.................................................................................................................................15
References:....................................................................................................................................16

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A. Introduction:
The report aims at providing an insight into Disrupt Sports and one of its manufactured
products Customized Surfboards. Disrupt Sports was introduced in the later part of the year
2014 by Gary Elphick in Australia (disruptsports.com, 2019). The company tried to bring about a
revolution in sports industry with its disruptive technologies and advanced thinking. It also
introduced the idea customizing the sports equipment. This idea was materialized by a core team
along with Gary. This also helped in the expansion of the product lines to customized Skateboard
decks, Yoga mat and Snow boards. The outlook of the company made it one of the finalists in
Australian Small Business between the year 2015 and 2016.
The Surfboards are custom made, durable and manufactured in Australia. They are
available in innumerable designs with complete support from the artist. The boards are available
in sizes ranging from 2ft to 20 ft and are delivered in a matter of 4 weeks (disruptsports.com,
(2019).
B. Situation Analysis:
B.1. PESTEL Analysis:
Political Factors:
Australia represents a capitalist and liberalized democracy where state plays a crucial role
in the economic interference. The country has its parliament in undertaking decisions related to
important taxes and environment (Murray, 2017). Considering, the political factors, as far as the
surf board industry is concerned, there has been a transition from the hand making boards to the

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computerized design. The surf board manufacturers have been one of the most creative,
successful and visible yet the industry remains in a state of instability. Given this scenario,
Disrupt Sports with its concept of customized Surfboards can add a new ray of hope to the
industry.
Economic Factors:
Australia is the largest economy across the world mostly conquered by the service sector
(Butlin, 2013). In fact, the economic growth in the country is primarily dependent on the mining
and the agricultural sector.
In this regard, it can be said that the coastal towns in regional Australia portrays a rising
demand for the local made surfboards that has helped the board shapers in bouncing back in face
of a market flooded with imported products. It has found that the Surfboard manufacturers are
tailoring services towards niche market in the localized beaches and towns. Disrupt Sports have
also tried to carve a niche market with its customized skateboards in the Bondi Beach.
Social Factors:
Australia represents a diverse and multicultural economy and does not have an official
religion. People in Australia have not only been educated but they have also been sports lovers.
The west coast of Australia has experienced a flow of the surfing trends. Besides, Bondi beach
has also drawn surfers. Although competition from various factories has spelled doom on the
surfboard manufacturing of Australia, it is still not the end. People still look for custom made
surf board. This proves that Disrupt Sports will have substantial demand for its surfboards in
Australia.

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Technological Factors:
As far as the technological factors are concerned, Australia has witnessed automation,
technological initiatives, technological change and initiatives.
Technology has also spread its arms across the surfing industry since the companies have
adopted the latest technology in manufacturing their Surf boards. The boards are more durable,
lighter and easier for the surfer to be in control. Nowadays they make use of ultra rigid foam that
is 30 percent stronger and 25 percent lighter making them more buoyancy and strong. Disrupt
Sports makes customized surfboards using latest technology that ensures its durability. .
Environmental Factors:
Environment has been a key concern in Australia in recent years forcing the
manufacturers in adopting materials that possess recyclable characteristics and leads to lesser
pollution (Musa & Gasmelseed, 2013).
The manufacturers of surfing boards also take into account the environmental philosophy
and construct surfboards that are long lasting. Disrupt Sports being one of the manufacturers also
follows the same philosophy.
Legal Factors:
Australia imposes regulatory obligations on its businesses (Usher & Gómez, 2018). The
regulations are mostly designed to ensure fair competition, integrity and enough protection.
As far as the legal factors are concerned, West coast receives increasing level of
attention. However, the East coast faced stricter anti-surf laws. There has been a complete ban on
the public beaches of Boston area. Rhode Island however allowed surfing only with a friend and

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a swimming certificate. It also asks for wearing a complete swim suit after a specific date. These
restrictions can have an impact on the surfboard business of Disrupt Sports.
B. 1.2. Competitor Analysis:
Brands Product Information Price of Surfboards Competitive
Advantage
DHD Surfboards Small wave models like
3DV and 3 DX and an
all round model known
as black diamond
(boardcave.com.au,
2019).
Between $860 to
$895
Renowned surfboard
makers and works
closely with the elite
class professional
surfers.
DMS Surf boards Available models are
Crumpet, Fat Cat and
Actor
(boardcave.com.au,
2019).
Between $819 to $
899
Makes premium
quality hand crafted
surfboards that used
superior
craftsmanship, quality
materials and
innovative design.
Chilli Surf Small wave models like
Black Vulture and
models like Faded for a
broader travel
experience
(boardcave.com.au,
2019).
Between $750 to
$925
They put across
various models in
order to suit the
surfers of every wave
type and level.
Gary McNeill
Concepts
Hybrid performance
designs like Entity,
high speed models like
Mini Pip and the
Between $720- $775 It remains
synonymous with
higher level of

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signature model like
Rasta Torus
Twin(boardcave.com.a
u ,2019)
performance and also
manufactures left of
the centre surfboards.
B. 1.3. SWOT Analysis:
Strength
1. Makes durable surfboards ranging from 2ft
to20ft.
2. Makes unique custom designed surf boards
with aid from the artist.
Weakness
1. Competitors produce similar products.
2. Absence of flexible pricing
Opportunities
1. Availability of niche market and their
demand for custom made board can provide a
boost to the surfing industry.
2. Return of the bohemian lifestyle in the
present era is bound to give a boost to the
surfing industry.
Threats
1. Impositions of surfing rules on the west and
the east coast imposed restrictions on the sport.
2. Presence of overseas factories made it
difficult for Australia and forced various
independent workshops in closing down doors
C. Customer Analysis:
Segregating customers into groups enables a company to be effective with the marketing
resources. It aids the company to not only focus on the relevant customers. There are four

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different ways of segmenting a market which includes demographic, geographic, behavioral and
psychographic. This can be described as follows(Cross, Belich & Rudelius, 2015):
 Demographic: This type of segmentation is based on marital status, age, ethnicity,
gender, sexuality, occupation or education.
 Geographic: This kind of segmentation is done based on the region, state, city, country
and neighborhood.
 Psychographic: This kind of segmentation is done based on the personality, values,
lifestyle and risk aversion
 Behavioral: This kind of segmentation depends on how people use the product, their
loyalty and the benefits they look for.
Targeting helps in making decisions and narrowing down on the audiences of a selected
group (Bostrom, Böhm & O'Connor, 2013). It is more effective as well as efficient for a
company to target the receptive groups instead of delivering the marketing message to all.
Targeting begins with attitudinal benefit and also depends on the demographic characteristics of
the people, geographic data of the cities or countries that are likely to benefit and the behavioral
data.
Companies can target segments in various ways. One way of doing it represents
identification of the single segment with single products. This implies that the company targets
single product at single segment comprising of various segments. The company can however
ignore the differences within segments and focus on single product at all the segments.
Positioning represents the process through which companies are able to create an identity or
an image within the minds of target market of the product or organization or brand (Proctor,

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2014). It is applied through identification of the market segment for the brand or the product that
utilizes the traditional strategies of marketing that includes price, packaging, placement,
promotion and competition. In fact positioning refers to the finding of window to the mind. It
depends on the conception that communication is possible only under right circumstances and
right time and is achieved through segmentation of the market and targeting the accurate group.
The potential consumers of Disrupt Sports are particularly the young people and the
adventure seeking individuals who possess a specific interest in surfing. In other words, the
company primarily targets the young boys and girls between the age group of 15 to 25 years of
age with middle to high disposable income. The target customers of Disrupt Sports enjoys life
and follow a fun filled, careless, easy going lifestyle who possess extreme passion for the sport.
Disrupt Sports uses the method of competitive pricing to set the prices at the same level
like its competitors in order to ensure that the consumers does not wish buying cheaper
products. The company is positioned in a manner so that it is valued at par with the competitors.
The company tried to develop a clear positioning statement by introducing one of the trendiest
and custom made surfboards thereby strengthening its belief in celebrating creativity and
individuality along with enhancing the global brand image.
D. Problem Statement:
The surf board makers of Australia have always been driven by production and
innovation since the 1960s. The country has been home to several iconic workshops for surf
board manufacturing like Bob McTavish and Bennett Surfboards. However, the industry
suffered from certain level of uncertainty that led to the closure of various prominent workshops
near the Gold Coast. This has mostly been due to the availability of the cheaper version of the

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surfboards from Asia that lowered the demand for Australian manufactured surfboards.
Surfboards in Australia have mostly been handmade but it is only recently that the boards could
be shaped in a cheaper manner using machine cut technology and computer aided design. It is
also to be noted that the power remains concentrated with the retailers and hence the market has
become competitive. Thus, workshops that do not tie up with retail stores miss out on the
profitable market (Fernandes, 2017). Further, it can be said that the surfing industry has been
quite informal since it began with a bunch of friends who made boards for one another and
considered their craft seriously. This implied that the industry is not only poorly organized but
also lacks the power of lobbying where shapers and glassers are paid casually. There is also no
union as the employees are considered mates. It can thus be said that it is the combined impact of
pricing, distribution and other problems that puts forward a challenging situation for a new
product entering the market.
However, in the coastal regions of Australia still provides a positive hope for the
industry since there has been a rising demand for the local made surfboards that will help the
shapers in bouncing back even in the face of the imported products (Warren & Gibson, 2013).
Besides, the global market for surfing also portrayed a growing interest for this lifestyle sport.
Further, the wellness centre and spas have promoted the sport as fitness ritual.
E. Marketing Objectives:
The marketing objectives include:
1. Increase the sales of Disrupt Sports by 30% by 2021
This can be done explained by adopting the SMART approach

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Specific: This can be done by catering to the needs of the people who look for custom
made surf boards over something very generic.
Measurable: The progress or achievement can be measured through quarterly review.
Achievable: The objective is achievable with special focus on the coastal regions where
there is still a demand for Surfboards.
Realistic: The objectives are attainable
Timed: it is two years from the launch date
2. Achieving a market share of 30 percent for custom made surfboards within three
years of its launch.
This can be analyzed with the help of SMART objectives:
Specific: Catering to the surfers who prefers custom made surfboard.
Measurable: The progress or achievement can be measured by undertaking a quarterly
review.
Achievable: This objective is achievable by focusing more on the competitive edge of
the company and the client demand.
Realistic: The objectives are attainable
Timed: It is three years from the date of the launch.
3. Increase percentage of the customers rating the service as “outstanding” from 70
percent to 80 percent in a matter of 18 months.

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This can further be analyzed with the help of SMART objectives:
Specific: By catering to its unique selling point like which includes custom made design
supported by artist, delivery within four weeks time and size ranging from 2 ft to 20 ft.
Measurable: The progress or achievement can be tracked through quarterly review.
Achievable: It is achievable by trying to the designs and needs of the customers
specifically.
Realistic: The objectives are achievable
Timed: It is eighteen months from date of the launch.
F. Marketing Mix Strategy:
Product: Here the product is a custom made surf board whose sizes and shapes varies in
the range of 2 ft and 20 ft. The designs put across by the customers can be turned into a reality
with 100 percent support from the artist. The products are available with innumerable design
opportunities. They boards are not only durable but is made from state of the art technology
(disruptsports.com, 2019).
Price: The prices are kept at par with the competitors. It however varies with the size and
the design.
Communication: This can be undertaken through launching events, sponsoring famous
personalities, trade marketing, media and web 2.0 by designing a dedicated website
Distribution: By distributing the products by having a tie up with the big stores,
independent retailers and flagship stores.

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G. Campaign Evaluation:
The effectiveness measures for each strategy would include:
1. The effectiveness of the product strategy can be ensured by adopting sustainability in
manufacturing and delivering confidence in the quality of the product.
2. The effectiveness of the pricing strategy is ensured by making it affordable for the
surfers
3. The effectiveness of the communication strategy can be ensured through creation of
sentiment buzz.
4. The effectiveness of the distribution strategy can be ensured by flooding the retail
stores with the products of the company.
The control measures for the marketing plan that needed to be implemented include:
 Monitoring the customer feedback since the marketing has been designed for persuading
the consumers in making a purchase.
 Keeping a track of the sales of target market
 Monitoring spending and taking care of milestones related to market share.
The contingency actions that needed to be identified include:
 Requirement of resources: Employing a team for detecting the local market trends and
design.
 Srengthening of Online Presence: By becoming one of the cost effective online stores.
This will allow the consumers in buying the product after making a proper price
comparison

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H. Budget Allocation:
The allocated budget is estimated to be $ 5 million approximately with 55 percent
accounting for events, sponsoring and communication through web. 10 percent accounts for
trade marketing, 20 percent accounts for web and 15 percent for the media.
Figure 1: Percentage of Budget Allocation
Source: (Schneider & Stiefl, 2018).
I. Conclusion:
On a concluding note it can be said that although the surfing industry does not look that
promising in Australia but Disrupt Sports have a ray hope in earning profitable revenue since the
coastal regions are still showing pictures where surfers are looking for local made customized
surfboards instead of the imported ones. Besides, proper marketing objectives and strategies
would aid Disrupt Sports in getting a substantial foothold in the Australian market.

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References:
boardcave.com.au ,(2019). Retrieved from https://boardcave.com.au/shop/brands/gary-mcneill-
surfboards
boardcave.com.au ,(2019). Retrieved from https://www.boardcave.com.au/shop/brands/dhd-
surfboards
boardcave.com.au ,(2019). Retrieved from https://www.boardcave.com.au/shop/brands/dms-
surfboards
boardcave.com.au ,(2019). Retrieved from https://www.boardcave.com.au/shop/brands/chilli-
surfboards
Bostrom, A., Böhm, G., & O'Connor, R. E. (2013). Targeting and tailoring climate change
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disruptsports.com , (2019). Retrieved from https://www.disruptsports.com/about-disrupt-sports/
disruptsports.com , (2019). Retrieved from https://www.disruptsports.com/guarantee/

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Fernandes, A(2017). Coastal towns help save Australian surfboard manufacturing. Retrieved
from https://www.abc.net.au/news/2017-12-16/surfboard-makers-revival-on-wa-south-
coast/9257014
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