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Case Study - CamelBak
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| Words: 1671 | Submitted: 15-Jan-2012
98.7% | Number of pages: 8 | Filetype: Word .doc
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DescriptionCase study Back pack - CamelBak
MARKET SEGMENTATION 4
RESEARCH & DEVELOPMENT 5
SWOT ANALYSIS 5
TYPES OF DEMAND 6
There are only a few products which sustains in the market for a very long time. Sometimes consumers look for change with some companies choosing to respond. The response may vary depending on the nature of the Industry. If the products requires lot of innovation and research many companies hesitate to enter the market fearing that they cannot match the leader. The one who takes the risk reaps the rewards always.
This case study looks at how CamelBak has grown over the years and how it has secured its own place in the market through it product lines, Marketing strategies and Innovations.
Camel Bak an outdoor success story which changed the way people drink thought the day. Camel Bakpack was a homemade invention by Micheal Eidson in 1989. He was a Bicycle Enthusiast who goes for long drives in the grueling heat of Texas. As he was finding it difficult to control the thirst as there were only few water refilling points available , he used a method by which he inserted a tube sock into a IV bottle filled with water and fitted in his back and used a thin hose to suck the water while he was driving. It was the world’s premier hydration services for sport personnel’s, outdoor camping people and soldiers. The product gained fame during the gulf war in 1991 as it was widely used by the army people who were fighting in the deserts.
CamelBak with the invention of Hands-Free Hydration is continuously growing its niche lucrative markets since its inception in 1990. Despite of mounting competition the product has been successful in maintaining its leadership position in the market. The brand name Camelbak is so popular that consumers often mention the name Camel bak instead of mentioning Hydration systems. It has captured the major share in the market that its sells 8 or nine compared to one hydration systems marketed by others.
The product was gaining popularity very fast among the sports people are travelers and reached its peak when the US Military started using it . As the company was bought by Kransco in the year 1995, they came up with the first camouflaged models. 90% of the products were bought by US army and other departments. The company continuously was upgrading its product by launching more advanced version of the product which gained more popularity and demand in the market.
The estimated sales of CamelBak are around $55 to $65 million as per the industry sources.
The Market segmentation of Camel Bak is divided into three divisions
The outdoor division mainly focuses on people who goes on camping, ...
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