The Beach Carrier Essay example

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Q1: What is the nature of the product? What are its strengths and weaknesses?
A1: The Beach Carrier is a new product concept developed by Mary Ricci. It is a large, lightweight, durable bag that is designed to carry everything required for a day at the beach, including a chair. The Beach Carrier can be folded down to a 12-inch by 12-inch square for easy storage when not in use. It comes with an adjustable strap and various-sized pockets for carrying all types of items to the beach or other outdoor activities (i.e. concerts, picnics, and barbecues).

The Beach Carrier possesses several strengths relative to competitive products in the market, including the following:
1. First, the overall product concept of a single bag that can carry
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4. The fluorescent colors of the Beach Carrier are see-through and considered “trendy”, lessening the perceived quality of the bag.

Q2: What are the limitations to the assumptions Ricci has made in determining the market potential? What risks do these present?
A2: In assessing the market potential for the Beach Carrier, there are several assumptions that Ricci made that could significantly impact the overall market share potential. These include the following:
1. First of all, Mary Ricci has made the general and often-popular assumption that “bigger is better”. However, a 36-inch by 36-inch bag is huge and would be extremely heavy if completely filled. People may prefer to have a smaller bag and limit the items that they bring to the beach or on another outing.
2. Second, the Beach Carrier utilizes an adjustable shoulder strap for carrying and Mary has assumed that this method would not be viewed as a negative when compared to the “Caddy Shack” (backpack-type) or the “Wonder Wheel” (oversized wheels). However, many consumers would likely view these other carrying methods as an advantage, especially if one is packing lots of stuff including chairs and umbrellas.
3. Next, Mary based her market research on all people who use suntan and/or sunscreen products. This may be a significant overstatement of the market as many people who use these products
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