Rip curl

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MINI PROJECT 2007 Anders Heden & Jane McAndrew

GROUP 4 CHAUHAN Rakesh Singh IHSAQ Ahsan PAL Rudrajeet PERRIE Anne-Cécile

15 Nov 2007

‡ ‡ ‡ Today : great place in the world-wide market of clothing. Why Rip Curl? Because it is a potential brand of surf-wear capable to be a market leader in a highly competitive business environment. Competitors : -Quicksilver, a world leader - Billabong who is close to Rip Curl - Squalo, new on the French market Assignment: - Possible information sourcing of Rip Curl and its 3 competitors. - Strategic planning related to purchase, assortment and distribution; - SWOT analysis - Establishment of a developmental proposed strategy plan.  Methods: - intensive Internet search, - collective reasoning from theinformation - contact with a commercial from Rip Curl France, Mr. Markus Hietamaki, and Business Manager of Squalo France Mr. Perrié Jean-Damien,

Industry Definition
Designing & producing new products; distribution, marketing and brand building of functional surf-wear clothing (wetsuits) for active-minded people driven from a board riding heritage for men in French market.

‡ Multi-million dollar industry worth US$13 billion a year ‡ Worldwide 20 million practitioners and growing steadily ‡ European market valued at around ½550 million and growing approximately 15% per cent a year.

Turnover surf wear market (2000)-France

The Value Chain
 Manufacturer Segment Sourcing from China, India, Taiwan ,South Korea, Vietnam  Wholesale segment Quicksilver,Billabong, Squalo  Retail Segment Surf shops, Licensees, Specialty stores, Hypermarkets, Factory outlets, Supermarkets, Internet,

Five Force Model


 Business Idea ‡ ‡ Sports wear apparel and main focus is on surf wear products like wetsuits, surfboard and accessories. Company for surfers by the surfers and offering products to complete their search orjourneys.

 The Company
‡ ‡ ‡ ‡ Founded in 1969 in Torquay, by two Australians- Brian Singer (Sing Ding) and Doug Warbrick (Claw) with the manufacturing of surfboards. In 1970 they begin production of wetsuits. Since last more than 30 years Rip Curl was at the forefront of research, development and technology in surfing . Rip Curl have exclusive licencee for France in Hossegor. Founded in 1985,the French company now counts more than 125 employees. With their long histories in surfing their brand embody innovation, quality, performance and design which is demanded by French consumers who are well aware of body support during sports and exercise.

Current Strategy
 Purchase strategy
‡ Rip Curl uses a global sourcing strategy with parallel suppliers. As volumes have increased andtariffs have decreased so a huge swing towards manufacturing in China has eventuated. Rip Curl supplier acts as an integrated sourcing supplier as either apparel can be sourced on full price basis or sometimes CMT basis as they nominate suppliers of material of there choice in the production of an apparel item. The Company also consults with its local sourcing office who provide valuable localexpertise and product knowledge. The company through its co-coordinating role aims to centralize the existing sourcing capabilities .


‡ ‡

Assortment strategy

 Distribution strategy
‡ ‡ ‡ Selling through company-owned 45 ² stores in France. The seat of Rip Curl France, and also Europe is in Hossegor. Maximizing revenue from prime-location stores is one of the strategy on which company isworking. To oversee and supervise the licensees· customers to ensure that the brand remains paramount and is not supplied to discounters or wholesalers who do not maintain the integrity and authenticity of the brand. The Company·s licensing model focuses on ensuring that the licensees sell the surf lifestyle products to the top of the sales pyramid. Major customers include specialty retail...
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