OtterBox: Number One Seller
Coe College
Abstract
OtterBoxis a Fort Collins based company, which has now reached revenue topping $600
million (Otoole&Nuttall, 2013). This company isstrvingto be a top provider of protection
of cellular devices. For this company, it has established itself as a founding member in the
market for supplying cell phone cases that are reliable for consumers. The best product
label is indicative of a company that centers its focus on the stakeholders and their best
interests.OtterBoxhas in-house sales, customer service, accounting, engineering, public
relations, marketing, web design, graphics, supply chain, human resources, and our own
warehouse (“Our story, 1”). The representation of OtterBox for the common consumer is a
company that provides convenient easy to use products for the protection of valued mobile
devices. Demographically, OtterBox attunes to the needs as to make “[It’s] cases are
dedicated to all the klutzy, spontaneous, chaotic, graceless individuals who have broken a
device or valuable due to their active lifestyle and like our customers” (“Our story, 1”).
Being at the forefront of development OtterBox must be prepared for the future to come.
“The market itself [(cellular protection)] is projected to more than double by itself this
year, so we expect to double our size again this year. Revenue size is not important in and
of itself. It is more a measurement of our brand, a high-end brand. We are building a
long-term company with a strong legacy” (Mead 2011).
Within this market,Otterboxhas an advantage in constructing new products. The need for
cellular device (and protection) grows in countries globally.ForOtterBoxto maintain the
1600% growth and stability it has seen over the pass three years (Mead, 2011), it is
necessary for the company to stay focused on the expansion of the mobile technological
market. “[Global factors] impacts many things: product design needs to be
country-specific, in tune with needs of the region; distribution needs to be global; we are
moving manufacturing closer to the end-customer,” (Mead, 2011). Staying ahead of the
competition among the global market improves the dynamics
and marketablility of OtterBox.
OtterBox sees itself as its’ biggest competitor, “’our biggest competitor is ourselves’. We
are a premium brand and have a superior product. We need to stay ahead of the market, to
continue to ‘out-innovate’ both in products and business processes, systems, and brand”
(Mead, 2011). Competition such as “Mophie has come up with a with a battery case that
extends the operating time of smart phones,” (Otoole&Nuttall, 2013). The company goes
