Industry Consulting Project: Australian Surfboard Market Entry

This industry consulting project analyzes the potential for the Eddy Three-Piece Modular Paddle Board in the Australian market, focusing on the country's strong surfing culture and coastline. The project recommends a market entry strategy, emphasizing the importance of innovative advertising, public demonstrations of the board's assembly and mobility, and a thorough market analysis using tools like Porter's Five Forces and PESTEL analysis. The analysis suggests leveraging surfing competitions for product promotion and gathering feedback. The project also provides eight specific recommendations for product improvements and enhancements, including colorful variants, stronger clamps, different sizes, broadened wheels, marine animal protection, user-friendly folding, spare paddles, and saltwater corrosion resistance. The project references key academic sources to support its findings and recommendations.

Running head - INDUSTRY CONSULTING PROJECT
Industry Consulting Project
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Author’s note

1INDUSTRY CONSULTING PROJECT
Recommendation
Australia is classified as the country, which hosts most of the surfing competitions
around the globe after Hawaii. As the Oceanic country is classified as a surfing country, it
would be easy for Eddy Three-Piece Modular Paddle Board for entering and sustaining in
the market (Linder and Williander 2017). The weather and the geographic location of the
country are considered to be ideal for surfing. The coastline spreads across an estimated span
of 38577 kilometers. Therefore, most of the beaches are suitable for the surfing and the place
where people loving surfing would spend most of their time. Hence, with the essence of
surfing among all the locals of the country, it could be expected that Eddy Three-Piece
Modular Paddle Board would be sustaining a prosperous business in the country.
However, it would be necessary for the organization for providing innovative ways of
advertisement for selling the board to the potential customers. With the help of progressive
advertisement in the market, it would be more conventional for the organization for
promoting the product more among the potential customers. The organization would be
needing to provide a campaign among the public which would help them in demonstrating
the product assembling (Kahn 2018). As the surfing board is foldable and can easily be
carried to places, the customers would be needing a proper demonstration for assembling the
product. Hosting public campaign would be essential for the organization as it would be
helping the organization for providing proper demonstration among the customers, on the
usage and mobility of the board so that it could be easily be carry from place to another.
Therefore, conducting public campaign would not only help the organization in
understanding the needs and specifications the customers want but it would also help the
organization in making an impression which would be beneficial in constructing a brand
image (Saebi and Foss 2015).

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The organization would also need to make a thorough marketing analysis, which
would in turn help it in understanding the conditions of the market, it would also help them in
analyzing other customers (Souto 2015). With both external and internal analyses of the
market, with the help of market analysis tool like Porter’s five forces and PESTEL analysis,
the organization would be aware of the buyers, their bargaining power and the bargaining
power of the suppliers. It would also help the organization in understanding the threat from
their potential competitors and any other new entrant in the market.
The organization could also provide free sampling use of the surfer boards in major
surfing competition. During any surfer completions, many surfers from around the globe and
from various areas of the country would be present. Hence, it would be ideal for the
organization in promoting its products among world-class surfers (Linder and Williander
2017). It would also help it in collecting suggestions from many surfers, which would in turn
help it in making necessary changes in the attributes of the boards. It would also allow it
promote it products among the world-class surfers’ base present, which would recommend its
product to other surfers.
Client recommendation
Recommendation 1
One can recommend that the surfing boards should be available in the market in several
colorful variants.
Recommendation 2
One can recommend that the surfing boards should have more clamps, which would hold the
surfers during surfing through very rough waves.
Recommendation 3

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The company should introduce surfboards in different sizes to cater to the surfers different
age groups.
Recommendation 4
The parts like wheels should be broadened which would increase their surface area and
enable them to bear the shock of waves.
Recommendation 5
The board should be light yet tough enough to save the surfers from marine animal attacks to
the feasible extent.
Recommendation 6
The boards should be easy to fold and unfold which would make them more user-friendly.
Recommendation 7
The boards should come with extra paddles in case of emergency if someone loses the
attached paddles in the ocean wave.
Recommendation 8
The board should be toughened with layers of plastic and rubber to reduce corrosion from salt
water.

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References
Kahn, K.B., 2018. Understanding innovation. Business Horizons, 61(3), pp.453-460.
Linder, M. and Williander, M., 2017. Circular business model innovation: inherent
uncertainties. Business strategy and the environment, 26(2), pp.182-196.
Saebi, T. and Foss, N.J., 2015. Business models for open innovation: Matching
heterogeneous open innovation strategies with business model dimensions. European
Management Journal, 33(3), pp.201-213.
Souto, J.E., 2015. Business model innovation and business concept innovation as the context
of incremental innovation and radical innovation. Tourism Management, 51, pp.142-155.