SUMMARY
I. Presentation of the firm DOBLE SKATEBOARDS: ................2 A.
Doble Skateboards : ..................................................................................................2
B.
Identity Card :...........................................................................................................3
C.
DOBLE Skateboards Concept: ................................................................................3
D.
Identification of the keys of success: ........................................................................4
E.
Presentation of the Team Doble : ............................................................................5 1. 2. 3. 4.
F.
Team Skateboards :.................................................................................................6 Team Wheels : ........................................................................................................7 Team Flow:.............................................................................................................9 Managers of the firm:............................................................................................23 Publishing of the Team : (events, tours, specialized press…)................................28
1. 2. 3.
Advertisement :.....................................................................................................28 Posters : ................................................................................................................53 Tours : ..................................................................................................................55
II. Strategic Diagnosis : ....................................................................60 A.
Generic Strategy : ...................................................................................................60
B.
Analysis of the tactical manoeuvres used:..............................................................60
C.
Analysis of the concurrential advantages, existing or potential :..........................61
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I. Presentation of the firm DOBLE SKATEBOARDS:
A. Doble Skateboards : The story of Doble Skateboards rhymes with the passion of skateboard. The brand “Doble” was founded by 4 old-schools skaters in Roanne, Le Puy en Velay and St-Etienne (near Lyon). Existing as an association since 5 years, Doble was actually founded according to juridical form on the 1st of January 2003. But Doble, more than a brand of passion, is also an extravagant character in the middle of skateboarding in France. And his spirit is to organize parties, promoting a good spirit as well as the notion of friendship. That is more important than contests and competitions between the riders. The philosophy is to join, share and above all enjoy. Their boards are made by JART (Spain): the second best firm in the world. Wheels are made by Creative Urethane in the USA, one of the oldest firms of wheels. But Doble Skateboards is also a brand of clothes: tee-shirts, caps…which are made in Tunisia. Because of an increase of prices (advert, photos…) created by the American brands who have the monopoly, a full dimension of skateboarding is hidden: independence, simplicity (one just has to take his board and go riding in the streets), creativity (all the skaters want to succeed at the same tricks whereas the importance is to enjoy, have fun and interact with the urban environment in an original way) That is why Doble refuses to let skateboarding be locked up in a stereotype, where one should succeed at one trick to be recognized as a member of this lifestyle. Doble wants to create a vision based on originality and less fixed on a model.
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B. Identity Card of Doble Skateboards: Status: S.A.R.L (Anonymous Firm with limited responsibility) with a capital of 7650€. Structure of the capital: The capital of the firm is mainly detained by Mr.BACHELARD. Human research: one free-lance graphic designer, 2 cameramen, one accountant, 2 photographs, one commercial director, and the manager. Material Resources: building of 140m², one linear of 8m long by 2m50 high, 3 computers, fax, internet, telephone, 2 vehicles for the commercial tours. Somes figures : - In 2003, the firm makes a turnover of 52 000 € H.T - In 2004 this turnover increases to 132 000 € H.T - In 2005 the turnover is of 244 000 € H.T. - Right now, Doble has 150 clients, 87 of them being faithful clients and 30 became friends.
C. Concept of DOBLE Skateboards: The name « Doble » comes from a man: Denis Noël (“doble” being his nickname). He is an extra-ordinary character in skateboarding known for his famous parties and his good spirit. He began creating tee-shirts and then he founded DOBLE skateboards. Brand of distribution: To offer and create a range of skateboards, Doble distributes its produces in retail outlet and works in association with the federation of skateboard and different other associations. Range of produces: (cf. Annexe) Commercial politic: « Love of skateboard and above all: enjoy » - Quality Material - Low prices - Manufactured in Europe and America (guaranteed quality). Communication: Doble, because of its small size, is a firm which communicates only in an external view. The interest of an internal communication is, at this time, useless: - Media (to large public): exclusively specialized press. - Except media (to large public): Catalogue of produces, Sponsoring, Internet, Events, DVD (annexes).
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Web: Doble has a web site: http://www.dobleskateboards.com . This site enables one to see the produces which are sold, to have a better knowledge of the brand, be aware of the news, watch videos and photos, get wall-papers, get to know the team that Doble sponsors and finally to ask questions about the brand. Electronic Commerce: At the beginning, the website didn’t offer to buy products via the internet. But to boost the brand, Doble works in association with 5 websites which sell the http://www.furyshop.com, http://www.alternatifshop.com , http://achatproducts: skateboard.glisshop.com/ , http://snowglisse.com , http://planetehockey.fr. This approach allowed Doble to increase its sales and boost easily its products. Indeed, more and more consumers buy products via the internet. Typology of consumers of Doble Skateboards: - Young people from 10 to 16 years old: beginners in skateboard, they like the image given by the brand and practice as much as they can. - Adults more than 20 years old: they come back to skateboard after a period of abstinence. - Associations, clubs and federation: sale of products at good prices.
D. Identification of the keys of success: The prices : Doble’s behaviour concerning the prices is clear as it is a « popular » brand accessible to everyone. Implantation : - high number of shops in comparison to the other brands, about 150 shops - netting of the French territory Human Resources : - People are implicated and passionate« 200% » as well as complementary in their competence. Channel of distribution: diversification: Business to Business, electronic business. Customer Relationship: means are set to get the customers to be faithful to the brand : thanks to the prices, the good-quality material, the good relationships with each client.
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E. Presentation of the Team Doble : The team DOBLE is made of: • • •
4 people in the Team Skateboards. 5 riders in the Team Wheels, including a girl. And 3 riders in the Team Flow.
Our riders come from everywhere in France
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1. Team Skateboards :
GREUSARD Alexis: 20 years old, from Montpellier He was the surprise of the European Street Cup in Montepllier as he was one of the finalists. Alexis showed us that he had his place in the French Skateboarding landscape. In 2003, he was the junior Champion of France. Alexis is really liked by the young skaters. Recently, he began professional and now has his own pro-model board at Doble’s. He is also the live wire of the team.
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CABARET David : 18 years old, from Toulouse In 2004 he was the revelation of the French young skaters as he became the Junior French Champion. All the magazines want an interview with him and consider him as the successor of the actual professionals. He already won one of the staging point of the French championship and a European staging point in Hieres in the senior category even though he was only 16. But David is above all, a skater who likes to enjoy skateboarding and ride with his friends.
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PUTZ Gre Gregoire : 21 years old, from Perpignan He is one of the skaters who succeeded in finding his place in the French skateboarding landscape. Gregoire is often shown in posters, in magazines and was also the French champion in the senior category in 2003. He likes sharing his passion with others. He often participates to skateboarding camps as an instructor.
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FORNIER FORNIER William : 21 years old from Lyon He is not really well known by the general public yet. But let me tell you that he will became very famous as he has got a huge potential. William is always dynamic and kind that is why he is very appreciated in Rhone Alpes. He is often an instructor during the skateboarding camps to help and initiate the young riders.
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2. Team Wheels :
DUPUY Mathieu: 23 years old from Bayonne, professional skater. Certainly one of the best-known skaters of France. Mathieu is appreciated because of his style and his kindness. He is very liked by the Medias: one can see him in magazines, advertisement and a lot of videos. Mathieu impresses people with a very personal style, he takes a lot of risks and the public likes that.
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GERONZI Maxime : 15 years old from Perpignan One more guy who did not wait to be 18 to jump everywhere on a skateboard. And obviously he quickly understood how to use his board! You just have to spend one afternoon with him to see that Maxime masters his board and never stops riding. From a simple sidewalk to huge spots, Max skates everything, Max skates well and Max loves skating. He particularly loves making stunts with his board. More than that I think he is obsessed with it!
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PARTAIX Samuel : 18 years old from Tours Hard to write an introduction on him as he has no flaw! He is open-minded, talkative, cheerful and very good at skateboarding, whatever the ground. He is so nice and skates extremely well. He is talented !! He progresses like a salmon in a river ! A kind of John Cardiel, always ready to travel world wide or just in the city next to him to discover and ride new spots.
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GUILLET Marie : 17 years old from Cellefrouin Being a girl in the middle of skateboard is “quite hard at the beginning” Marie Guillet admits. At the age of 17 and a half, this young girl from Cellefrouin near Angouleme, in senior year in high school has no complex when she rides. That is how she was the French Champion in 2005 and also won the Teenage tour the same year. Marie discovered skateboard 4 years ago when she found a board that « a friend of her brother’s had left in their house.” She tried and loved it even though there was no skate park where she lived. Marie crosses France to participate to contests. Skateboarding «is for pleasure».
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REY Mike: 12 years old from Saint-Laurent du Var
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3. Team Flow:
ARTISI Gregory :
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SALOMON Thomas : 18 years old from Villefranche/Saône
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ETTORI Nicolas : 18 years old from Montpellier
SLIMANI Nabil : 16 years old from Annecy
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4. The managers of the firm BACHELARD Damien : 28 years old from Le Puy en Velay, Manager of DOBLE Skateboards Damien is an old-school skater from the 80’s. He is also the manager of the firm Doble skateboards. Damien is, above all, an experienced man, very motivated in everything he does. He gives the best of himself in his firm as well as on his board.
NOËL Denis : 34 years from Roanne and team manager for Doble Also called « Doble » Denis is one the creator of the firm Doble. He skated in the 80’s and his considered by TV, national press and skateboarding press as one of the most activist French skater. Denis is a militant in different social or sport associations. He has also managed a lot of Holiday Skate Camps.
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F. Publishing of the Team : (events, tours, specialized press…) 1. Publishing :
Mathieu dupuy : In cover of
TRASHER
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In
FREESTYLER
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In
SUGAR SUGAR
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32
Samuel Partaix : In TRASHER
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In
FREESTYLER
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In
SUGAR
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MaXIME geronzi : In TRASHER
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In
SUGAR
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In
CHILL
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ALEXIS GREUSARD : In
FREESTYLER
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Gregoire putz : In
SIMILI
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Gregory artisi : In the
In
video PUZZLE spring 06
SIMILI
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WILLIAM FORNIER : In oover of
SIMILI
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2. Advertisement :
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Chaussures
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3. Posters :
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4. Tours :
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II. Strategic Diagnosis : A. Generic Strategy : Focus strategy : Targets only one segment of the market in order to answer perfectly to the customer’s demands.
The strategy of domination by the costs: target a cost of production and distribution in order to propose a quality offer at an inferior price compared to the competing firms.
The strategy of differenciation: give the feeling to the customer that the proposed offer is unique (uncomparable to the competing firms’) which allows to avoid the competition by the prices.
B. Analysis of the tactical manoeuvres used: The follower strategy An inferior price for a closer offer (only if the costs are lower) An offer with an ameliorated quality by analysing the mistakes of the leader when he tries new things. Doble propose to his customers a huge variety of products compared to its direct competitors which allows to touch a large number of people. The fact to propose a very advantageous value fits perfectly the 10-16 target who generally has no much money and whose parents are often afraid to invest too much money in skateboarding because they consider it more as a hobby rather than a real sport. But is also fits the “more than 20” category because being students (for the majority) they have not a lot of money.
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C. Analysis of the concurrential advantages, existing or potential : Doble Skateboards has indeed a lot of concurrential advantages compared to competiting firms. The main concurrential advantages of the brand Doble are :
Its image of robustness: all the customers have a very good opinion of the quality of the products, there were no disappointment.. Its excellent value: good quality of production of the material in Spain by Jart (2nd best firm of the world) and by Creativ in the US for the wheels.
Also the fact that Doble is placed on a promising segment: leisure.
The work in collaboration with the federation, clubs and associations.
Its good distribution compared to its direct competitors.
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