Go Green Yoga Mats operates in the yoga industry and focuses on eco-friendly yoga products. Their main competition consists of companies that sell eco-friendly yoga mats, bags, and props. Go Green Yoga Mats products stand out compared to others by means of quality and by offering package deals as well its eco-friendly materials.
Go Green Yoga Mats’ direct competitors are other online distributers of yoga products with at least one “green” youga product offered.
Some of the direct competitors include Gaiam, Barefoot Yoga, Yoga-Clothing.com, Manduka and Jade Yoga.
Indirect competitors consist of all companies that sell yoga products but that do not offer green products or sell their products exclusively online.
Indirect competition comes in many forms including retailers such as Wal-Mart and Target. Generally, they offer relatively inexpensive yoga products with the appeal of instant gratification (no wait time to receive the product). However, the low-quality, short product life, and the lack of eco-friendliness attracts a consumer market that Go Green Yoga Mats’ does not target.
Additional indirect competitors include large companies such as Lululemon Athletica and Amazon.
MARKET SHARE ANALYSIS
Exact market size for online eco-friendly yoga stores is difficult to determine because many of these businesses are private. There are a small number of dominant organizations with significant market share, but most of these companies also have brick and mortar stores in addition to their online sales. The major organizations in the market include Lululemon Athletica, who has a brick and mortar store along with online shopping and net revenue increase 54.5% in the last year37
37 http://www.forbes.com/feeds/businesswire/2010/03/25/businesswire137243452.html , and Gaiam and Amazon, who sell solely online. These stores are either well branded or have a wide variety of options, and have some focus on eco-friendly products. Many companies sell yoga products as part of a much wider line, such as Amazon, Wal-Mart, etc.
Go Green Yoga Mats only carries organic, toxin free, naturally made mats with no exceptions. Their premium yoga mats are made with only all natural products, contain no harmful substances like PVC (polyvinyl chloride), and are lovingly crafted using sustainable green practices. In addition to their “green” nature, Go Green Yoga Mats products stand out from their competitors due to their high quality and package deals. They offer a variety of eco-friendly yoga mats for customers to be able to compare to determine what option is best for them. The website also contains additional information about yoga so consumers can continue to gain more knowledge about the industry.
BARRIERS TO ENTRY
There are few barriers to entry in the yoga product distribution industry due to the nature of the industry and the organization being online. The most relevant barrier to entry for this organization is brand recognition. Many organizations have developed strong brands which allow them to benefit from consumers awareness and brand loyalty. Getting the Go Green Yoga Mat name heard and the website viewed will be the main challenge. Nonetheless, the company’s prices, packages, and quality of products will help it to establish brand recognition. Marketing and advertising are another potential barrier due to the size of the competition and the money they are willing and able to spend to get their brand noticed.