Firewire Surfboard 1

Firewire Surfboard

Firewire Surfboard

Rafael Rodriguez

Kaplan University

MT 209 Small Business Management

Marge Stogsdill

December 1, 2010

Firewire Surfboard 2

Firewire Surfboards

Introduction

Firewire Surfboards located in San Diego, CA. and it was launched in 2005 by Mark Price, a

former surfing pro. His objective was to create a wave-riding magic by providing a far lighter,

stronger and more flexible board. By using unorthodox and high tech material, which happens to

be environmentally friendly, created a featherweight product that allowed surfers new ways of

riding a wave. One of the reason Firewire Surfboards was negatively accepted by surfers was

because Firewire Surfboards are off-the-rack sizes instead of the preferred custom-shaped.

Firewire Surfboards is positioning itself to competing within the industry by offering the same

custom–shaped surfboard but in a lighter, stronger and environmentally friendly surfboard.

Secondly, signed Taj Burrow as its signature rider. Lastly, providing the manufactured surfboard

under Lost-branded and designed Firewire surfboard.

Review/Analysis of the Case

One of Firewire Surfboard’s major competitors is Lost Surfboards located in San Clemente

California. Lost Surfboards did approach Firewire Surfboards to make an attempt to market their

branded product utilizing Firewire’s surfboards. The approach by Lost Surfboard definitely

signaled that a better product was emerging. Even though an initial order for 250 boards was

rejected due to Fireboard need to establish its name, Fireboard Surfboard subsided much later to

provide Lost Surfboard a branded product.

Firewire Surfboard’s advantage in its surfboard was a great feat that was accomplished by

the company since it has revolutionized the sport of surfing. As Mr. Price stated “Competitive

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surfing was once about carving the surface of a wave; now the sport is heading Above the lip- in

the air –where skate-style moves are becoming de rigueur for a new generation of rider”. Now,

Firewire anticipated a positive response from the consumer as Steve Pezman stated “When

performance outweighs the advantages of the custom shape, the manufactured surfboard has a

chance to make deep inroads”.

Firewire Surfboard core competence without a doubt is its technology as well as

environmentally friendly products behind its surfboard. Such technological advancement has

created a new leader in innovation among the surfboard manufactures.

SWOT Analysis

InternalStrengths Weaknesses

1. Technology2. Environmentally Friendly Material3. Product innovations ongoing4. Management

1. Lack of Custom-shaped to order2. Weak Brand3. Management

ExternalOpportunities Threats

1. New distribution Channel2. Continue Improving Surfboard line.3. Create product awareness

1. Vulnerable to reactive attack by major competitors.

2. Changes to customer needs.

SWOT Analysis Summary

The continued allocation of resources to improve Firewire Technology in the Surfboarding Business is a key element in maintaining a positive growth in the market place.

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Firewire strategy in marketing their surfboard in different areas will increase the necessary

conversation from the traditional surfers. Some of the initiatives such as providing Lost

Surfboards with Private Labels will make certain that the end users take a second look at these

surfboards. The participation in major surfing competition and attaining top prizes will create a

spur in the surfing communities.

The strategy in Firewire Surfboard Company to produce Lost-branded product could possibly

go in two different directions. One of direction that the strategy could take is maintaining a solid

vendor relationship in which both company will benefit. The other, Lost Surfboards continue to

grows its branding using Firewire Surfboad technology and seek alternative manufacturing

process to cut out Firewire’s manufacturing project.

Summary and Conclusions

Firewire Surfboard Company is an innovative company that has created a new wave to surf

by providing a far lighter, stronger and more flexible board that has taken surfers to a next level

of maneuverability within its water. Several recommendations that I would like to suggest are as

follows;

1. First and foremost create a co-branding with Lost Surfboards that the Firewire technology

is present within each Lost Surfboard sold.

2. Create an event for surf goers where creativity with Firewire Surfboards are prized and

the top performance may receive compensation.

3. Continue with Innovation and improved technology.

4. Create a line for the different Skill set of Surfers. Beginners and Intermediate.

5. Create surfer gear emphasizing the company branding.

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References

Longnecker, J.G., Petty, J.W., Palich, L.E., & Moore, C.W. (2010). Small business management.

Mason, OH: Cengage.