Advanced Marketing unit II - Running Head ATHLETIC SUPREME...

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Running Head: ATHLETIC SUPREME CASE STUDY FOR NIKE, THE BEGINNINGWesley CooperAdvanced MarketingColumbia Southern University1
ATHLETIC SUPREMEOverview of the CompanyAthletic Supreme is a company that has been in business for 10 years selling a wide variety of sporting goods. Within the recent years Athletic Supreme has decided to expand our market and start selling sportswear apparel as well. Within recent years the demand for sportswear has increased substantially and Athletic Supreme feels that we can be very successful in this arena. Athletic Supreme plans to start small with a few basic lines of male and female sportswear item (for example: t-shirts, shorts, sweatshirts, sweatpants, and yoga pants for women.) We are going to test the market and our brand to see if it gains any traction. If successful we will expand the variety in those same line items and also start adding more, such as hats, shoes, sweat band and more alike items. Ultimately the goal of Athletic Supreme is to be a one stop shop for everything sports related. Not only will we have all the sports equipmentneeded to do any type of activity, but the sportswear and accessories to go along with it (Kotler, P., & Keller, K. L., 2012).Marketing StrategyTarget MarketsWe will focus on the highly discriminating, hard-core athlete segment first, because these are the opinion leaders. Both the weekend warrior and the curious will follow the hard-core Athlete. If we can attract and keep the hard-core athletes, then they will become part of the attraction for the others.

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