Marketing Plan for Lee Sporting Goods Store

Running head: MARKETING
MARKETING
Name of the Student
Name of the University
Author Note

1MARKETING
Table of Contents
Introduction......................................................................................................................................2
Mission............................................................................................................................................2
Situational Analysis.........................................................................................................................2
Smart objectives...............................................................................................................................5
References........................................................................................................................................6

2MARKETING
Introduction
Marketing strategy is taken to be an essential aspect of an organization and any company
who wants to attain success in the long run, needs to have a good marketing plan in place.
Hence, the report will be discussing the marketing plan of Lee Sporting Goods store and present
suitable strategies for the same depending on the environmental factors and internal capabilities.
Mission
The mission of an organization can be described as the short term goal which an
organization sets out for itself. According to Armstrong et al., (2015), every company needs to
have a good market oriented mission in place so that it can attain the designated market. In a
market oriented mission, any company needs to comprise of the value it provides to the
customer.
Market oriented mission:
Lee Sporting goods aims to provide satisfaction to the customers by providing them
comfortable, reasonable and good quality products.
Situational Analysis
In order to analyze the company`s internal strengths and weaknesses, a strategic
management tool can be used to examine the position of Lee. SWOT Analysis comes in as a
useful tool in this scenario. The SWOT is an acronym for the strengths, weaknesses,
opportunities and threats of the firm (Bettis et al., 2014). The strengths and weaknesses aspect is
internal to the organization whereas the opportunities and threats are external to a firm.
Furthermore, the PESTLE analysis will also be used in order to understand the competitive,
technological, economical, sociocultural, political, and legal forces.