CopyofRetailMarketingPlan - 1 Marketing Plan Retail...

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Unformatted text preview: 1 Marketing Plan Retail Marketing Plan Russ Graziano Keller Graduate School Of Management Marketing MM5220 Instructor Penny Schafer 1 Marketing Plan Executive Summary AZ Lacrosse is a retailer of lacrosee equipment and services in the Maricopa County portion of Arizona. The prospective opening date is December 1, 2010, just prior to the 2010-11 Lacrosse season. The physical location of the store will be on the southwest corner of Dobson rd and Elliot in Chandler Az. The store intends to serve the east valley communities of Chandler, Tempe, Mesa, Scottsdale, Gilbert, Queen Creek, Awahatukee, Paradise Valley and eventually stretch to the west valley in 2 years. The location provides access from all directions and is less than a half mile from Highway Loop 101 which connect the north and south parts of the east valley. Intensive market research has conceded this location as ideal due to various demographics, the most prominent being family orientation and socio-economic status. AZ encounters competition from 1 other specialty store and online stores. The most challenging competitor is owned by Elite Lacrosse, Arizona’s other Lacrosse retailer. Elite has been in business for a little over 3 years and is located about 15 minutes north of AZ on the Loop 101 Highway.(elite.com 2010) Though they seem to have established themselves with a fairly solid retail and online store, they fall short with clinics and other events that can help grow the sport in Arizona and potential business. The last major brick and mortar competitor, is Dick’s Sporting Goods. (dicks.com 2010) They are a broad line sports store and have very little equipment but may compete with shoes, and accessories. Elite is the most established of all of us for lacrosse equipment but our selection store size and reach is well over that of Elite. 1 Marketing Plan A SWOT analysis reveals the various strengths, weaknesses, opportunities, and threats that are to be anticipated during operation. Strengths include the retailing of high- quality brand name products, knowledgeable and experienced customer service staff, its location in a notably affluent community with a new school, as well as its offering of hockey conditioning camps during the off-season. Its weaknesses reveal a struggle to compete with the all ready established Elite Lacrosse located in the north valley of Phoenix. In addition it will be difficult creating brand recognition in and around the Phoenix metro area. Opportunities include the ability to take advantage of the unfulfilled customer need of knowledge, the potential for a second location in the west valley of Phoenix and a possibility of franchising, as well as partnering with local varsity sports teams, such as Arizona State University and to become an official team supplier. Threats include a possible price reduction strategies by nearest competitor , as well as increased marketing efforts in the valley. Another possible threat includes the seasonal nature of the sport.the sport....
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CopyofRetailMarketingPlan - 1 Marketing Plan Retail...

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