Full Marketing Plan - ATHLETICS SUPREME 1 Athletics Supreme...

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ATHLETICS SUPREME 1 Athletics Supreme Marketing Plan Jeanette Hester Columbia Southern University Athletics Supreme is a company that has been in business for 10 years selling a variety of athletic equipment. Observing the growing trends in sportswear, they are interested in expanding their product offerings. The goal of Athletics Supreme is to provide a “one-stop” shopping experience to their customers, while maintaining their brand identity and profit margin. Overview of Athletics Supreme Providing quality equipment that is designed for the amateur athlete has been the focus of Athletics Supreme (AS), up to this point. The company produces their equipment with quality and safety at the forefront. Although their customers are amateurs, using AS equipment proves to express their devotion to their respective sports. This type of branding has enabled AS to capture the market share in amateur adult team sports. However, a large market share opportunity is being neglected: adolescent sports. The very core of AS is quality and safety. No other sports equipment manufacturer is better poised to enter into the children’s sports arena. AS started branching into the kids’ sports
ATHLETICS SUPREME 2 equipment with their involvement in safety helmets. AS also began designing smaller equipment that maintained the safety factor. The company has prided itself on building a brand that promotes safety while providing a means for entertainment. But what else pairs with sports equipment? Sportswear. And, millions of consumers buy and wear sportswear that are not athletes. With this emerging market, AS needs to offer alternative selections to compete with such companies as Nike, Adidas and Puma (to name a few). These name brands used to be sold primarily in department stores; but, now outlet malls provide sportswear companies exclusive storefronts and niche companies are popping up and entering in to compete as well. Thus, the decision is apparent; Athletics Supreme needs to enter the sportswear market. But, the bigger decision is what types of clothing to offer, what would be a good fit for their brand identity and should they offer anything else new besides the sportswear. Market Research Strategies First AS needs to compare and analyze what brands are selling and what products these companies are offering. They need to identify gaps in the sportswear line. They need to find at least one consumer need that is not being met. In order to accomplish this, AS needs to further understand the market and placement/pricing strategies. AS will need to perform detailed qualitative and quantitative examinations of the targeted market. Strategists need to pull data from the available sources to further identify competition.

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