Strategic Business Plan for Catapult Sports Company

This report provides a strategic business plan for Catapult Sports Company, a manufacturer of smart devices and technologies for athletes and teams. It includes industry analysis, competitor analysis, customer analysis, SWOT analysis, and recommendations for implementation.

Strategic
Business
Plan

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Scope and Opportunity................................................................................................................1
Organisational Mission...............................................................................................................1
Strategic objectives.....................................................................................................................2
Organisational Core Competencies.............................................................................................2
Industry Analysis........................................................................................................................2
Competitors Analysis..................................................................................................................3
Customer Analysis......................................................................................................................4
SWOT Analysis..........................................................................................................................4
Tactical strategy for implementation..........................................................................................5
Recommendations.......................................................................................................................5
CONCLUSION................................................................................................................................6
References:.......................................................................................................................................6

INTRODUCTION
Business strategic plan plays an important role in the growth of a company. It refers to
setting short term goals or objectives which results in the growth of a company. It shows the
position of the company and what they want to achieve in short period of time. When business
grows and become bigger and more complex then making strategies becomes more complicated.
Another main part of the business plan is to implement it in the organisation (Austin, 2018). This
report is based on the Catapult sports which manufactures smart devices and technologies which
helps the athletes and teams perform to their full potential. Company was officially founded in
Melbourne in 2006.
MAIN BODY
Scope and Opportunity
Catapult is offering different facilities such as wearable technology, video analysis,
athlete management to achieve the true potential of the players and team. Catapult's smart GPS
enabled wearables is one of the best selling product of the company and can capture big market
share in the smart wearable industry. Company can introduce their smart products in the markets
of other countries. Nowadays more and more sportsperson are concerned about their
performance in the field which gives a great opportunity to the company as company is
providing athlete management facilities. Company is using latest technology for the benefits and
training of the sportsperson which gives them an advantage over the other companies in the
industry (Betz, 2018).
Organisational Mission
The mission of Catapult Sports Company is to become an all in one solution that
streamlines the workflow, allowing sports person to spend less time in processing and spend
more time in engaging in sports. Catapult is committed to make performance technology for the
athletes to monitor themselves like the pro players. The company wants to become one stop
solution for the athletes and teams to enhance their physical and mental abilities in the sports.
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Strategic objectives
Strategic objectives refers to setted goals which a company wants to achieve in the short
period of time (Daniels, 2020). Some of the strategic objectives of the Catapult Sports Company
are -
 Company should open more physical stores in the other parts of Australia as health
conscious people are increasing day by day.
 Feedback from the customers is also important to rectify the mistakes and develop or
make changes in the product according to the customer needs. So company should focus
on the feedback channels.
 Core values among the team in sports and games such as appreciation, teamwork,
coordination also required in the field. So Company should not only focus on the
performance of the team and players but also on the values.
 Company can also focus on its strength as it will help the company to make a strong
impression on the customers.
Organisational Core Competencies
Core competencies means the set of skills or experience of the company. Basically it
refers to the strategic strength of an organisation. Catapult enjoys the first mover advantage as
the company started the GPS monitoring way more before than the other companies that also
helps the company to stand out from the others. This facility is very useful for the athletes. For
example a soccer players can monitor their performance like the professional players (Hastings,
2021) . Video tracking facilities of the company also checks the performance of an athlete or
sportsperson such as body posture, mistakes, what other things to improve etc.
Industry Analysis
Porter's generic strategy is a competitive strategy based on four categories which are Cost
leadership, Differentiation, Cost focus and Differentiation focus .These strategies are used to
produce a competitive advantage for a business in the market (Vorob'ev, 2021). This concept was
developed by Michael Porter in 1985 through his book.
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 Cost Leadership strategy - It refers to the creating an edge over the competitors in the
market by reducing costs of products and services. The methods of cost minimising
varies and depends on the business to business. Company buys the raw material from
different suppliers which reduces the cost and enjoys more profits.
 Differentiation Strategy - Differentiation strategy means making a company's products
and services different or unique or more attractive than other company's or competitor's
products. Catapult Sports company uses advanced technology and processes to train their
athletes and sports person.
 Focus strategy - It refers to focusing on the markets to understand the dynamics of that
market and the unique needs of the customers to make or develop low cost and specific
products in the market. Catapult Sports company should focus on decreasing their costs
to enjoy healthy profit margins.
Competitors Analysis
Porter's five forces is a model which analyses and identifies five forces that helps to
determines company's strengths and weaknesses (Rascão, 2020). These identified forces are used
to determine corporate strategy. Porter's five forces model of Catapult Sports Company is -
 Competition in the industry – This refers about the number of competitors in the market
and their ability to undercut a company. There is huge competition in this sports
facilitating industry as there are many smart health gadgets in the market.
 New competitors - A company's position is also affected by the new entrants in the
industry. In the sports industry there is no restriction for the new competitors so there is
high possibility of competition with new entrants if they uses more advanced technology
in industry.
 Power of suppliers - This factor refers how a supplier can drive up the cost of inputs.
The material required for manufacturing wearables is available from many suppliers
therefore bargaining power of supplier is low.
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 Power of customers - It refers to the potential of customers to bargain down the prices
charged by the firms in the industry or to increase the firm's cost by demanding better
quality and service of product. Bargaining power of customer is low.
 Threat of substitutes – There is no close substitutes for the athlete management whereas
there are many substitutes for the smart wearables offered by different companies.
Customer Analysis
 Company – Catapult sports company provides the best facility to athletes and
sportsperson to enhance their game performance and tactics.
 Collaborators – Initially company formed a partnership between the Australian Institute
of Sports (AIS) and Cooperative Research Centres (CRC).
 Customers – The main target audience of the company is athletes, sportsperson and
health lovers.
 Competitors – There is less competition in the market because Catapult sports company
uses advanced technology and have a strong brand name in the Australian market.
 Context – Above analysis are made on the basis of PESTLE.
SWOT Analysis
STRENGTH
 Catapult sports have mastered in
wearable tech Sphere &
continuously work towards
product innovation and
expansion in relevant markets.
 They have vast resources which
mitigate towards its expansion
thereby resulting into high brand
equity, good return on capital
customer satisfaction.
WEAKNESS
 Catapult Sports lacks in advertisement
of its unique selling proposition ideas
thereby missing opportunities in
comparison to its competitors.
 The vision of the company is too
expand and innovate products but
they need more funds so as to achieve
the same.
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OPPORTUNITY
 Catapult can generate more
income by the increasing
spending customer from online
platforms.
 With the advancement of
technology catapult can lure
more money from its customers
by effective pricing of the
products.
THREAT
 The major drawback with evolving
technology is that the competitors can
also come with better products.
 There must be uniformity in
innovation of product.
Tactical strategy for implementation
Catapult sports company can use market development strategy for implementation.
Company should focus on their existing products and services such as smart GPS enabled
wearable and video analysis technology in new markets (Milani, 2019). Company can explore
and perform research on new markets and find the suitable market to launch their existing
products. Social media advertisement can be of great use to the company to generate more sales
from online platforms.
Recommendations
 Catapult sports company should focus on the athlete management facilities provided by
them as it is convenient for their customers.
 Branding is an important factor in the marketing and company can use the convenience
thing for customers as athletes and sportsperson can access wherever and whenever they
need it from any device.
 Company can open some new physical stores or hubs in the new areas to expand their
market.
 Catapult sports company should innovate and introduce some new products to capture the
market share and make strong brand name in market.
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CONCLUSION
It can be concluded from the above file that making a strategic business plan is essential
part for the organisation to grow in the future and remain in the market for the longer period of
time. Making strategic objectives and self analysis of the company and market is also important
to perform business operations. Industry analysis, Competitor analysis and Customer analysis is
useful for an organisation to know about the market and organisation's self abilities and how the
organisation is performing. Organisation can know about their position in the market with the
help of analysis.
References:
Books and Journals
Austin, N., 2018. Strategic planning. In The clinical directorate (pp. 77-100). CRC Press.
Betz, F., 2018. Strategic business models: Idealism and realism in strategy. Emerald Group
Publishing.
Daniels, L.M., 2020. Twenty-First-Century Global Human Resource Management: Strategic
Business Partner and Servant Leader. In Paradigm Shift in Management Philosophy (pp.
37-63). Palgrave Macmillan, Cham.
Hastings, N.A.J., 2021. Strategic Asset Management Planning. In Physical Asset
Management (pp. 219-239). Springer, Cham.
Milani, F., 2019. Strategic Business Analysis. In Digital Business Analysis (pp. 79-91).
Springer, Cham.
Rascão, J.P., 2020. Strategic Management and Entrepreneurship. International Journal of
Strategic Decision Sciences (IJSDS), 11(1), pp.35-55.
Vorob'ev, D.A., 2021. BUSINESS PLAN AS A METHOD OF STRATEGIC PLANNING OF
THE FIRM. Актуальные научные исследования в современном мире, (4-5), pp.59-
61.
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