Samenvatting

Ocean Rodeo is a kitesurfing brand founded in Vancouver Island, Canada. The company is divided into two divisions, Ocean rodeo Canada and Ocean Rodeo Europe. This research has been conducted for Ocean Rodeo Europe, specified on the Dutch market. Ocean Rodeo Europe has noted that a lot of
consumers are not aware of the brand. This was brought to light trough various kitesurfing events. This research mapped out the needs of the hobbykiter and how the decision making process of the hobbykiter could be influenced trough marketingcommunication activities. By mapping out the
decision making process and by mapping out how this decision making process could be influenced, it will ensure hobbykiters to buy Ocean Rodeo Europe. The core values of Ocean Rodeo Europe are innovation, safety and reliability. However, this is not translated well in the marketingcommunication activities. Ocean Rodeo Europe has a total of 9 dealers in the Netherlands. However this is quite limited. Research has shown that the competitors of Ocean Rodeo Europe have partnerships with more dealers and kitesurfingschools.