Cost Leadership and Growth Strategy

How a recognized surfboard manufacturer established a competitive advantage by having the lowest cost of operation and growing outside their core capabilities

Cost Leadership and Growth Strategy in surfboard manufacturing industry

In this consulting project, I advised the CEO of a world-wide recognized manufacturer of surfboards on how to achieve cost leadership in the industry and diversify into the snowboard sector. The CEO of the recognized surfboard manufacturer which originally began as a small shop opened in Sydney, 1958, continued to innovate the most advanced designs. The manufacturer of surfboards’ extensive customization options and award-winning surfboard models have made it one of the top surfboard brands.

How to establish competitive advantage by lowest cost and growing outside core

Now, as surfing becomes a popular sport in Australia, there are increasing environmental concerns regarding the surfboard construction that majorly use polyurethane, a toxic and non-biodegradable material. This leads to the emergence of a start-up venture which uses more sustainable and less toxic materials to produce their surfboards. However, compared to the traditional PU boards, the new materials make the boards heavier, less flexible, and…