Date of Award

2006

Document Type

Research Paper

Department

Whittier Scholars Program

First Advisor

David Crain

Abstract

This report was constructed for the benefit of the wetsuit industry. The contents aim to inform industry competitors, newcomers, and entrepreneurs, on locating underserved and unidentified markets. The research analyzed in this report was gathered from numerous companies, journals, and the individual research of market analysts. This report is applicable and pertains exclusively to the state of California. The following analysis breaks California into ten regions making clear divisions between the coastal and inland areas. The geography, population, consumer profile, and competitors construct the present competitive landscape. The significant trends of the industry within the past decade are reviewed to illustrate what the standard wetsuit in production today is comprised of. Each region is broken down down into competitors and market dominance. A key unit of measurement utilized in this report is referred to as an account. An account is a single company’s establishment of business to a single commercial retailer. In addition, the lines of distribution are discussed for each competitor. The information presented in this report is based upon months of research and analysis. Because market information is inherently fragmented and incomplete, conclusions reached are sometimes based on opinions founded in the data and analysis and not the product of rigorous, logical development.

Comments

WSP Major: Marketing for the Water Person

Additional Files
Levy, Dave 2006 Appendix.pdf (3665 kB)
Appendix
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