Case Study Of Gizzmovest Manufactures The Product Line Essay

1. Introduction 101geo is the business that will form the basis for the study in this paper. It is a small business, which was established in 2011 and operates as a sole trader. 101geo caters to the rapidly growing location based game market, including geocaching and munzee . The store is an online only operation, with no brick and mortar premises, is based in Australia and mainly supplies customers in Australia and New Zealand. It sells a variety of items that cater to the players of the games mentioned above, and the items sold vary from plastic containers to GPS receivers. For the purposes of this marketing study, we will examine one product line that 101geo retails, i.e. GPS protective cases (101geo 2015) 2. Current Marketing Situation 2.1. Product An American company called Gizzmovest manufactures the product line we are examining. It is a range of ethylene-based foam products, custom made for individual models of handheld GPS receivers and offer a high degree of drop and impact protection. They feature a ‘grippy’ texture to reduce accidental drops and have air filled ‘crush zones’ around the case to prevent damage to the device in the event of a drop. (Gizzmovest 2015) The cases are produced for two different manufacturers of GPS receivers – Garmin and DeLorme. Since DeLorme does not have a retail presence in this region, and their products are rarely found, 101geo only stocks cases to suit the Garmin range of devices. 2.2. Market Garmin produce a wide range of