Assignment Sample on Marketing and The Digital
Introduction
Part A- Marketing Strategy
SWOT Analysis
| Strengths | Marketing- this company invests it in sponsorships and marketing.
Innovation- this company has a strong development and research team. The company tries to make their innovative product with the benefits they gave the atheist. |
| Weakness | Strong competition- this company has faced strong competition such as Nike, Adidas and Puma. As per the opinion of Karg and Funk (2020), those companies have bigger revenue of company and disposable income. The market share of this company is smaller.
Restricted supply chain- this company relies on the suppliers of global that make the limitation of supply chain. The diversification of business- the growth of this company is concentrated with the sports fashion products. This exposes the company to the risk of the sports industry.
Lack of diversity- the products of this company earns the share of growth in the company. This company has not expanded enough into accessories and apparel. |
| Opportunities | Sustainability- the company is associated with the justice of society with causes and campaigns. As per the remarks of Funk et al. (2022), this expanded their businesses into sustainability, approaches of organics and recycling the goods.
New market- this is the fashion industry and the highest target of growth from the different countries. This company expands their business with a presence in the market. |
| Threat | Suppliers- the company has left the strategy of outsourcing in the company on parties. As per the insights of Naraine (2019), this company manufactures the power when the business comes with this company.
Poor marketing strategy- this company has lagged behind the competition with stores and captured the marketing. This is affecting the earning of the future of this company. Trade market loss- the company lost the logo trademark and the reason for it the “EU General Court”. They left the resources when they fought with imitations of this company. |
Table 1: SWOT analysis of this company
Micro environment of this business
Employees- Employees are main elements of business which contribute to the success of business. The quality of employee has increased the motivation and training and opportunities of promotion to them. The development and training play an important function to achieve the edge of competition especially in marketing.
Suppliers- Suppliers are crucial to get success of this company as they are the one of the companies from whom materials are attain to make best products. The performance of a supplier will have a impact on this business. In this case, if a supplier provides bad service, this may outcome in direct times or lower value goods. As per the thoughts of Kunkel and Biscaia (2020), the marketing strategy of this company has effected by increasing in the price of raw materials, and this has been affected to increase the cost. They are staying reasonable and delivering high quality goods to customers. This is important to know and choose the perfect suppliers recently on the marketplace and to continue relations with them.
Partners- Partners like stakeholders can help the public corporation raise money. Therefore, this business wants to increase the wealth of all of its stakeholders. Therefore, marketing efforts should be made while maintaining an eye on return on investment and bolstering this company’s financial situation.
Customers- The aim of this company is to make happy the customers and fulfil their needs and requirements of the consumer. The plan of marketing is customer and their demands on offering the finest goods that fulfil the demands of customers and also service of customer.
Competitors- This Company chooses their own strategy of marketing with the trend that is dominating the industry by keeping on its competitors. As per the remarks of González-Serrano et al. (2020), this company try to increase the power its lead in the market, participant investigation and observing is important.
Macro environment of this business
Political factors- the way the government intervenes in the economy of the UK. This has included policies of government, stability of political or volatility, policies of taxation, labour laws, laws of environmental, and restrictions of trade. The conducting business is clearly influenced by political considerations frequently. This company is enabling to acclimatize their strategy of marketing in reaction to both the expected and existing legislation for future.
Economic factor- The operations of the company and profitability are influenced by factors of economic. According to the opinion of Su et al. (2020), the factors of economics are “consumer spending power, interest rates, inflation, and rates of currency, employment, and growth of the economy”.
Social factors- The components of these factors are “population, age distribution, health consciousness, and career attitude”. They affect the way the fashion business its consumers, and characteristics of those factors. The effect of trends of socio-cultural is the most strongly in the fashion business, among other industries. The trend of social consumers is concerned with their health, which is supported by an increase in spending on “personal health”. Customers are not paying attention in the using materials, origin of those, and the method of processing on the sports fashion corporation to be more accountable and transparent.
Technology factors- The production, supply, and delivery of sports products to customers have been affected by advancements of technological in the sports fashion industry. According to the view of Ratten and Jones (2020), the improvement of the network and advanced technologies of communication have expedited the flow of data about new companies and trends from the customer to the retailer. They are allowing businesses to react more quickly to this market.
Legal factors- The legal factors are “safety of health, equivalent chance, advertising, legislation and consumer rights, labelling of product, and safety of product”. It is an important factor that for this company to perform effective industry, they understand this is not legal. Global trade creates this a highly complicated subject for an organisation because every country has their own set of laws and regulations.
Environmental factors- They have gained consequence as an outcome of feature such as the “enhancing insufficiency of raw materials, risks of wellbeing, pollution, and administration set carbon materials for decreasing chance of environmental, executing industry in an ethical and socially responsible manner”, etc. According to the remarks of Trail and McCullough (2020), there are a few issues faced by sellers are dealing with in this industry. Consumers get attracted more and more inflexible that the products they buy from resources that are fair and, possible, sustainable.
A competitor analysis
| Strength | weakness | opportunities | Threats | |
| Nike | Brand image- Nike recognised as the sportswear brand. This enjoys the awareness of the brand in this year and causes profits.
Strong marketing campaign- Bike associated with features in the world. |
Limited market- Nike has the growth in the world and recognises this brand with income of earners for improvising the products.
Control quality- Nike does not have the team with the quality control in the countries (Goebert and Greenhalgh, 2020). The quality of Nike products has a lack of centralised on system of quality control to benefit the credibility of the company. |
Sustainability- Nike associated with campaigns of society and expanded the recycling goods, approaches of organise and sustainability.
Online growth- Nike has the success of ecommerce business. The diversification has the growth in the revenue of this company. Nike associated with athletes and sports translate to campaigns if media. |
Fake goods- the limitation of the goods of this company flooded the market and has the sale and growth of the company
Brand image- the growth of the company impacted by the condition of labour. This company has taken to developing the problem. |
| Adidas | Brand value- Adidas is leading the brand of sports in this world. The value of this brand is around 6.8 trillion dollars.
Legacy- Adidas has the legacy which is one of best sports brands and popular choices of this industry. |
Price- The goods of Adidas are costly. The highest cost of the products of this company has driven the low income of customers. The rate of the company that can afford to buy the products of this company.
Limited image of brand- This company sells the product of sports fashion and reaches the diversification of brand. |
Post pandemic ecommerce- Adidas response the shopping behaviours of a pandemic by changing the website of the company. The company has revenue around 40% in the year of 2019.
Disposable income- people show the interest in buying the goods (Shilbury and Rowe, 2020). This company capitalised and made the base of customers. |
Suppliers– Adidas the strategy on the parties and manufacture the power to business.
Trademark loss- the company has faced trademark loss. This has some resources for fighting the imitation of the company. |
Table 3: SWOT analysis of Competitor Company
The 7Ps
Product- This Company offers its customers a wide variety of selections of stylish accessories and clothing. According to the insights of Gammelsæter (2021), the company initially specialised in marketing imported clothes, shoes, and other sports products. They are selling shoes, clothes, and sportswear for both men and women.
Price- The products of the company to gather the requirements of the high class society which they serve. This company is safe to assume that the costs of the products are very expensive. The high fashion store commands rates of goods for its products because of both the high quality of the products they offers and the value of the brand. There are size customers for it who are preparing to pay for the goods.
Place- This Company opened their stores that are known as the Track star. This gives its customers some unique and high quality sports products. According to the thoughts of Mastromartino et al. (2021), this company is built by innovative and high quality products owing to the value of the brand. This store opened in London is one the most successful stores globally.
Promotion- The products of this company have always incorporated innovation and excellence. They are reaching its target demographic; the company has executed an amount of methods of promotions. The sports fashion events where various models of corporate advertise their products, which has known to be useful and accepted in the “sports fashion industry”.
People- Employees with training are employed by the organisation in its sales rate. They are respecting its consumers as a value instilled in the company. According to the remarks of Andrew et al. (2019), the consumer has issues with goods, they approach the people who are working for service of customer and, with their help, get them to solve their problems.
Process- In their “online store”, the business has a system of computers which stock the track of online orders. The product is subsequently transported from their inventory to the delivery location depending on the orders. As per the ideology by Kaser and Oelkers (2021), this helps to understand the needs of its customers and get their input on their interactions with this organisation, it also undertakes market research. This assists the brand in growing and meeting the demands of their clients.
Physical Evidence- Customers can more easily recognise the goods displayed on shop shelves because of the company’s distinctive product colouring and packaging. It stands out from the other companies with the distinctive design of their competitors.
Brand positioning map
Figure 1: Brand positioning map
ESG
Environment- this company is accountable for the practices of environmental and contribute to change of environment. The sales of textile have increased in those years. This company makes the alternatives of fibre and improves the manufacturing process. Technology plays an important role to make sustainability in this industry. As per the words by Moorman (2020), the awareness of customers is promoting the consumption. This is decreasing the consumption of water to the “supply chain” by 25% in the year of 2025 to help deliver positive effects on environments. Sports shoes made from the plastic material which is thrown into the ocean.
Society- the increasing globalisation, this company is working to secure the standards of corporate for “health, safety, labour rights, sustainability, and quality of product” is maintained through the “supply chain”. Sustainability and effect of business at developments in society (CSR) became the critical factor for the way to engage with the activities of CSR. As per the discussion by Brown et al. (2021), CSR is the commitment of the company for contributing to the development of a sustainable economy by working with the community, employees and developing the business this company has involved with promoting the campaigns of CSR through the different platforms. The policy of CSR has targeted to give the society from extend the resources to help the requirements of them.
Governance- the “G” in ESG refers to a governance factor for making decisions from policymaking to distribute the responsibilities and rights among the various people in the company such as “board of directors, managers, shareholders, and stakeholders”. According to the discussion by Cornwell (2020), the factors of governance particularly refer to the procedures and rules for the companies and enable the investors to check the practices of governance for factors of environmental and social. The governance of this company estimated the way this company uses the police and regulation to inform the decision of this business, demands of stockholders and compliance.
Part B- Marketing Tactics
Marketing objectives
The marketing objective of this company is durable sportswear. According to the ideology by Kim and Kim (2020), this helps to increase the rate of “social media” to follow the websites in different platforms of “social media”. They are staying in the competition by staying with trends of fashion in active wear.
Marketing campaign
Marketing campaign of sports industry described a strategy of marketing which aimed at promoting the events of post, equipment of services and products using the athlete. According to the words by Kolyperas et al. (2019), they are using the products of this company and have a motive and act on the impact which has affected the customer.
Customer journey map
| Awareness | Consideration | Decision | Loyalty |
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Table 4: Customer journey map
Reference list
Brown, M.T., Rascher, D.A., Nagel, M.S. and McEvoy, C.D., 2021. Financial management in the sport industry. Routledge.
Cornwell, T.B., 2020. Sponsorship in marketing: Effective partnerships in sports, arts and events. Routledge.
Funk, D.C., Alexandris, K. and McDonald, H., 2022. Sport consumer behaviour: Marketing strategies. Taylor & Francis.
Gammelsæter, H., 2021. Sport is not industry: bringing sport back to sport management. European Sport Management Quarterly, 21(2), pp.257-279.
Goebert, C. and Greenhalgh, G.P., 2020. A new reality: Fan perceptions of augmented reality readiness in sport marketing. Computers in Human Behavior, 106, p.106231.
González-Serrano, M.H., Añó Sanz, V. and González-García, R.J., 2020. Sustainable sport entrepreneurship and innovation: A bibliometric analysis of this emerging field of research. Sustainability, 12(12), p.5209.
Karg, A. and Funk, D., 2020. Strategic sport marketing. Routledge.
Kaser, K. and Oelkers, D.B., 2021. Sports and entertainment marketing. Cengage Learning.
Kim, H.S. and Kim, M., 2020. Viewing sports online together? Psychological consequences on social live streaming service usage. Sport Management Review, 23(5), pp.869-882.
Kolyperas, D., Maglaras, G. and Sparks, L., 2019. Sport fans’ roles in value co-creation. European Sport Management Quarterly, 19(2), pp.201-220.
Kunkel, T. and Biscaia, R., 2020. Sport brands: Brand relationships and consumer behavior. Sport Marketing Quarterly, 29(1), pp.3-17.
Mastromartino, B., Ross, W.J., Wear, H. and Naraine, M.L., 2020. Thinking outside the ‘box’: A discussion of sports fans, teams, and the environment in the context of COVID-19. Sport in Society, 23(11), pp.1707-1723.
McCullough, B.P., Orr, M. and Kellison, T., 2020. Sport ecology: Conceptualizing an emerging subdiscipline within sport management. Journal of Sport Management, 34(6), pp.509-520.
Moorman, A.M. ed., 2020. Sport law: A managerial approach. Routledge.
Naraine, M.L., 2019. Follower segments within and across the social media networks of major professional sport organizations. Sport Marketing Quarterly, 28(4), pp.222-233.
Ratten, V. and Jones, P., 2020. New challenges in sport entrepreneurship for value creation. International Entrepreneurship and Management Journal, 16, pp.961-980.
Shilbury, D. and Rowe, K., 2020. Sport management in Australia: An organisational overview. Routledge.
Su, Y., Baker, B.J., Doyle, J.P. and Yan, M., 2020. Fan engagement in 15 seconds: Athletes’ relationship marketing during a pandemic via TikTok. International Journal of Sport Communication, 13(3), pp.436-446.
Trail, G.T. and McCullough, B.P., 2020. Marketing sustainability through sport: Testing the sport sustainability campaign evaluation model. Eu
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