Retail Marketing Plan - 1 Marketing Plan Retail Marketing...

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1 Marketing Plan Retail Marketing Plan Russ Graziano Keller Graduate School Of Management Marketing MM5220 Instructor Penny Schafer
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2 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 southeast corner of. The store intends to serve the southwest communities of. The location provides access from all directions and is less than one kilometer from the 121st Street exit on Highway 26, a newly constructed leg of the ring road system. 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. They are located 20 minutes to the North of our stor . Our second major competitor, located fifteen minutes North is . The most established sporting goods outlet in the city is a smaller store which retails equipment and apparel for many sports, of which hockey is the most popular. The last major competitor, newly-opened SportsLife, is an exclusively hockey-oriented retailer located approximately thirty minutes to our West. Of the three stores, it boasts the largest selection of hockey equipment, accessories, and apparel. However, it is also the furthest distance from our store. 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
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3 Marketing Plan 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 acquire significant brand recognition, a lack of buying power, a substantially higher labor cost required to retain experienced staff, as well as competition from larger, privately- operated hockey camps. Opportunities include the ability to take advantage of the unfulfilled customer need of knowledge, the potential for a second location in the southwest community of , a possibility of franchising, as well as partnering with local varsity sports teams, such as the University of Dongau Bears 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 southwest. Another possible threat includes the seasonal nature of the sport. Objectives of this market plan include a desire to obtain $1 million in revenues in its first
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Retail Marketing Plan - 1 Marketing Plan Retail Marketing...

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