Unit VI Scholar Activity - Athletics Supremes Marketing...

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Athletics Supreme’s Marketing PlanTran Bao YenAdvanced MarketingColumbia Southern UniversityATHLETICS SUPREME’S MARKETING PLAN
Athletics Supreme’s Marketing PlanAfter the Market Research and Situation Analysis have been accomplished,Athletics Supreme continues to focus on marketing strategies that can take advantageof successfully growing company’s business. The main elements will be consideredincluding product, place, price and promotion. Besides, the application of five marketingmetrics into company’s core business will be reviewed in order to measure theeffectiveness and efficiency of new performance. Marketing StrategyProduct StrategiesIn fact, to be competitive with different brands provided at bigger chains in UnitedStates, product diversification is an important factor to improve the design, modifyquality and style of products that can meet the continuously changing need of market(Lamb, Hair and McDaniel, 2009). The new product offering consist of sportswear andother related lines such as accessories, personal sports care that will excel all sportsactivities. United States is sports-lover country; it is a reason why the company needs tocreate products that can be used for daily purpose, leisure time, sporting leagues andother outdoor entertainment. For example, the company can offer hand-made sportsshoes with customized design to advance the unique and one of a kind appearance ofproducts. The technology will be applied properly into products to help work in flexibilityand harmony with customer’s body and activities. Besides, the in-house brand will be created under name “Rise to Challenge’ (RC). Itallows Athletics Supreme to be recognized and promote in special approach for both
Athletics Supreme’s Marketing Planprofessional and leisure sports. The branding will include its own advertising symbol ofinfinitive to distinguish with different brands. Place StrategiesAll new product offerings will be manufactured in-house, and distributed directlyfrom the factory to target customers. This benefit of direct distribution is that it gives thecompany a faster turnaround of products and a thorough control over quantity andquality of products. Besides, the option of selective distribution is considered byassociating with Wal-mart across U.S, where numbers of customers are highly willing tocome by and shop around and Athletics Supreme can use geographic strategy tocirculate its brand name. The challenge in this strategy might be material resourcesand foreign delivery. Due to in-house production, it would be cost-effective if thecompany can purchase materials from wholesalers without broker. Besides, thecompany can be more functional in arranging volumes of material and delivery arrivaltime. It gives the company a competitive edge in easy accessibility distribution and costof production.

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