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BACKGROUND OF THE STUDY
Wetsuit Manufacturing Industry Wetsuits, are made of Neoprene , a rubber-like material that is used to protect water sports enthusiasts from cold water temperatures. The US Domestic industry generated over $60 million in revenues in 1990. The industry had grown speedily because of two main factors:
1. Emergence of a multitude of sports-specific as well as “fashion” wetsuits
2. Growth in participation in water sports activities, fuelled by greater television coverage of water sports competitions.
The industy was founded by small entrepreneurs,but by 1990, it was denominated by small number of larger companies.To remain competitive, manufacturers had to provide a large array of styles and colors to meet consumer demands, and their ability to react quickly to changing ternds determined their success.
Major players in Wetsuit Industry Basic Company Profile
1. O’neill Company -Largest in the industry,with approximately 50% market share
-had reputation for producing high quality “basic” wetsuits.
-“bad boy” image
2.Body Glove -known as fashion conscious, high quality producer.
-“lifestyle” brand.
3.Rip Curl -focus on surfing market

BODY GLOVE
History

In 1953, two former lifeguards,twin brothers Bob and Bill Meistrell, opened Dive ‘n Surf, a retail water sports store in California.Later, they began manufacturing wetsuits made of neoprene with the “Body Glove” logo and selling them both on their shop and to other retailers.In 1983,Robbe Meistrell ,son of Co-founder Bob Meistrell, became president and led the company through a period of rapid growth.Body Glove’s sales nearly doubled in the period 1986-1991.Total 1990 revenues for Body Glove’s parent , Dive ‘n Surf, Inc. were approximately $15million , with nearly $8million coming from wetsuits. In 1990, Body Glove broke from its “family-only” management policy. Kurt Rios,

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