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The Beach Carrier

In: Business and Management

Submitted By lebonanza
Words 554
Pages 3
Entrepreneur 510
Case 1 Summary
Le Xu
102-11-211
The Beach Carrier
What is the nature of the product? What are its strengths and weaknesses?
Beach Carrier is multifunctional bag in which a consumer can carry lots of things that will be used for a day while spending time on the beach. The bag can also be used to transport difficult-to-carry items, such as ski boots.
The strengths of Beach Carrier are its big storage space, better mobility and lower price comparing with two other competitive products in the market.
The downsides of this product are its trendy color which is perceived as the image of low quality and unnecessarily larger-than-usual size. What are the limitations to the assumptions Ricci has made in determining the market potential? What risks do these present? The first limitation is that Ricci targeted suntan and sunscreen product consumers as her beach bag’s potential users. Since suntan and sunscreen product can be applied to not only people who go to the beach, Ricci’s assumption of target market could be too broad. Ricci might spend lots of money advertising on the wrong customers. The second limitation is that Ricci assumed that men did not purchase beach bags like women. Ricci should conduct some thorough researches before drawing that conclusion. Ricci might lose a considerable marketing share from male consumers by ignoring their purchasing potentials. The third limitation is that Ricci concluded that beach bags were replaced by women every three years, therefore one-third would buy new beach bags per year. There is no substantial research to back up this conclusion. Ricci might overestimate buyers’ needs for her product. How can Ricci

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