Flamingo Pool Inflatables
Case Prompt
Your client is Vivid Gecko, a leading producer of outdoor lifestyle products (e.g., games, towels, chairs, umbrellas) based in Barcelona. It is looking to make a “splash” (pun intended) with its newest product line–the Flamingo Pool Inflatables Ltd (FPL). Its current and loyal customer base is entirely in Southern Europe, but it is strongly considering new market opportunities.
The founder / CFO (Chief Fun Officer) is torn on where to launch the FPL and has asked us how we would evaluate new geographies.
Additional info:
- Competitors: Vivid Gecko has several smaller, niche competitors, but none offer the breadth of products.
- Global Market: Reiterate point about Southern Europe
- Annual Revenue: €10M per year
- Existing Distribution Channels: exclusively ecommerce
General response summary
This case is intended to open up pretty vaguely. This is driving towards a new market entry framework. Potential considerations for each geography:
- Existing competition
- Revenue potential (i.e., market size & potential pricing)
- Costs –production, taxes, shipping, insurance
- Time to market (i.e., longer timeframe to enter a new market than an existing one)
- Distribution channels (i.e., do people buy in-store, online, or 50/50)
- Misc. – weather, access to pools / beaches, % of population that can swim
After the caser has prepared and presented his/her framework, present Exhibit 1, which highlights the four primary markets that the CFO is considering.
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