Marketing of Disrupt Sports Analysis 2022

Running head: MARKETING OF DISRUPT SPORTS
Marketing of Disrupt Sports
Name of the student
Name of the University
Author note

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Table of Contents
Introduction................................................................................................................................3
Situation Analysis......................................................................................................................3
PESTEL Analysis...................................................................................................................3
SWOT Analysis.....................................................................................................................5
Competitor Analysis...............................................................................................................5
Customer Analysis.....................................................................................................................5
Problem Statement.....................................................................................................................6
Objectives...................................................................................................................................7
Marketing Mix Strategy.............................................................................................................8
Campaign Evaluation.................................................................................................................9
Budget allocation.....................................................................................................................10
Conclusion................................................................................................................................10
References................................................................................................................................12

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Executive Summary
The main purpose of the report is to discuss about external forces which are having an impact
on Disrupt Sports. This piece of work elaborates on segmentation along with targeting
approach that is implemented by Disrupt Sports. The report elucidates on challenges that the
company have to face when they are introduced within the market of Australia. The report
talks about the strategies of marketing and carries out evaluation of marketing campaigns of
organization. This report focuses on allocation of the budget within the framework of Disrupt
Sports.

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Introduction
Marketing is indicative of process of management by taking recourse to which goods
of a company move from concept to the customer. It helps in the management of exchange
relationships which aids in the process of creation of relationship with that of the customers.
Marketing includes advertising and selling which helps in the delivery of the products to
consumers. Digital marketing refers to marketing of the products along with the services that
takes place by taking recourse to the digital technologies. It takes place with the help of
platform of internet that helps in increasing the value of products of company. The people use
the digital devices in the present age instead of going to the physical shops that proves to be
convenient for the people. Disrupt Sports has enabled the mass customising options in
relation to the sports equipment that has created a positive impression on the sports industry
(Disruptsports.com., 2019). Disrupt Sports had made use of the forward thinking along with
the disruptive technologies that has helped the company in becoming popular in the market of
Australia. The designing of the sports gear by the company has helped in satisfying the
demands of the various individuals living within the society. The report throws light on
external forces affecting Disrupt Sports and talks about the strengths and weakness of the
company. This work also talks about the problems which the company have to encounter
within the market of Australia in the year 2019. It also elucidates on marketing objectives and
that of marketing mix strategies of organization. It helps in evaluating success pertaining to
marketing campaigns of the company.
Situation Analysis
PESTEL Analysis
Political- The country of Australia has connection with various kinds of political affiliations
like the G20, World Trade Organization along with the OECD. It has proved to be useful for

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the country in maintaining the political stability (Clarke & Cheshire, 2018). Business climate
within Australia has provided opportunity to investors in feeling confident about their
purchase. Government of the country acts in a transparent manner which has helped the
country in making policies that are effective.
Economic- Current exchange rate within Australia has favoured outside countries that
includes America in making the right amount of investment in Australia. There are many
foreign companies in Australia who have made Australia the headquarters. Australia can be
said to be a low cost location that caters to the interest of different kind of the business.
Social- The country of Australia have a smaller population when compared to that of the
other countries. The multi-cultural city of Australia helps in serving interest of the people
who come from different kinds of the cultural backgrounds. Australia lays a great deal of
sress on aspect of higher education.
Technological- It can be said that Australia is popular on account of technological
innovations that has taken place inside the country. Australia makes use of technology very
frequently as compared to that of the other countries. Research along with the development
has taken place in Australia and it has created the way for technological innovation within
country.
Legal- The country has introduced various kinds of policies in relation to age discrimination
that have helped in regulation of business of country. Australia possess fair trading laws and
that of consumer laws which has helped in protecting the customers.
Environmental- Changes that have taken place in temperature have affected the industries
which includes farming and the tourism. Climate changes have taken place in the country on
account of global warming and this has emerged to become issue of major significance within
the country. Australia has created the Environment Protection Act that has established

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procedures which helps in assessing environmental impact. It has proved to be useful in the
area of decision for the different companies that carry out operations within Australia.
SWOT Analysis
Strength- Strength of the sports company resides in the fact that the consumers can choose
their own designs that helps them in giving vent to their wishes. The people get the chance to
choose from the template designs which are provided by company (Potts & Ratten, 2016).
Weakness- Pricing of the products of the company can be said to be quite high that has made
the products suitable for the people who belong to the upper strata of population.
Opportunities- Disrupt Sports enjoy the opportunities as the people living within the
boundaries of Australia want to play sports which helps in opening the opportunities for that
of online sports store (Zhang, Pitts & Kim, 2017).
Threats- The company have to face threats on account of presence of various competitors
like Decathlon along with Sportsmans Warehouse which acts like a threat for the future of
Disrupt Sports.
Competitor Analysis
Sportsmans Warehouse are instrumental in selling short boards, long boards along
with the fun board which has helped in serving needs of the people (Sportsmans.com., 2019).
It adheres to the demands of the people who want to go outside so that they can indulge
themselves in surfing. Online stores sell boots and that of protective gear which appeals to
varying tastes of people. The sports equipment company called Decathlon are instrumental in
selling yoga mats along with bolsters which serves needs of people (Decathlon.com.au.,
2019). The organization provides speed skates and that of hard shell helmet which has helped
in making the company competitor of that of Disrupt Sports.

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Customer Analysis
Disrupt Sports makes use of segmentation along with targeting which has provided
company a superior positioning within the Australian market. Sports equipments which are
supplied by company helps in satisfying demands of young people belonging to age group of
that of 16-28 years. The millennials present in Australia buy the sports equipments due to
their higher quality of products. Market segmentation is carried out within Australia based on
demographic, behavioural and the psychographic factors. The young people of Australia want
to indulge themselves in fun and they are the people who are targeted by marketing strategies
of company. The company targets people based on their age and the social class. People in
upper segment of population are targeted by taking recourse to brand image of company
(Widyastuti & Said, 2017). Disrupt Sports has superior positioning when compared to other
rivals as they offer free design support pertaining to various kinds of product lines. It plays a
pivotal role in attracting clients living in varius countries of the world. It helps in capturing
imagination of people and this has made the brand greatly desired by people who live within
Australia (Lench & Straus, 2015). Disrupt Sports has made partnership with the RMHC
which has provided support to families having children who are ill. The company has evolved
to become a premier sports equipment company which is based in Australia.
Problem Statement
The products of the company Disrupt Sports have to face problems when they are
introduced in Australian market. There reside many people in Australia who do not know
about the significance of sports equipments which can have a detrimental effect on
profitability of company (Kotler et al., 2015). Many people living in the country who think
that sports equipments are suited only for athletes and this can have a negative impact on the
company. Prices of products of company can be said to be high which has adversely affected
fortunes of company.

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Objectives
The primary objective of the sports company would be raising awareness of people so
that the company can build credibility within the market of Australia. The organization can
act as vocal member of that of community with the help of the investments being made in the
different communal activities (Kotler et al., 2018). Disrupt Sports can sponsor two or three
events within a year which can prove to be useful for middle aged people in knowing
regarding the benefits that can be derived with the help of sports equipments. There are
initiatives which have been taken by company and they can be said to be SMART as it has
helped organization in measuring effectiveness in relation to the programs. The evaluation of
success of events can be measured by taking into consideration the number of people who
participated in the event. Effectiveness of events can be gauged with the help of post-event
surveys which can prove to be useful in understanding whether event has been able to draw
attention of people who live within the boundaries of the country. It can rightly judge
effectiveness of programs which can prove to be helpful in taking the company in the forward
direction in the future. It can be said that objective of company can be attained as it is a
premier company which has got the requisite amount of capital for arranging various kinds of
events in the country (De Mooij, 2018). It can make people conscious about the relevancy of
sports equipments which are related to the surfing along with skating.
Marketing objective of that of Disrupt Sports would revolve around modernizing
marketing efforts which can help in decreasing costs of products of the organization. Disrupt
Sports can make use of referral programs which can be advantageous for company. The
organization can take the help of in-house marketing which can reduce prices of the different
kinds of the sports equipments of the company. Modernization pertaining to marketing efforts
can be useful for company in attainment of SMART goals. The company provides sharing
link to prospective customers which helps the organization in tracking people. There also

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exist referral marketing software which can help organization in gauging the importance of
programs. The option of the in-house marketing can help organization in gaining cost-
efficiency which can make the company dynamic in the competitive environment prevalent
within Australia. It can prove to be useful for the measurement of improvements which have
been made possible due to marketing efforts of company.
Marketing Mix Strategy
Product- Products of the company are made with the help of creative ideas of the artists
which have helped the company in the production of superior products as compared to that of
the competitors. The different kinds of boards are provided by the company like short boards
along with fun boards which have proved to be of great convenience for people (Chaffey &
Smith, 2017). Disrupt Sports designs skate board decks which has helped in increasing
profits of company within the framework of the recent market.
Place- The digital environment is dominated by the influence of technology and the official
site of the company aids in the process of selling sports equipments of that of company.
Communication takes place with the customers with the help of automated information
system (AIS) by taking recourse to interface of the store website. Information services is
instrumental in playing a crucial role that have helped in selling products to that of customers.
Price- Skateboard decks pertaining to Disrupt Sports are sold at a price of $ 145.00 that
makes the products of the company affordable for the people. People can obtain surfboards at
the convenient pricing of that of $ 427.10 which has helped company in winning favour of
people. Products that are offered by the company have the superior attributes which has
helped the company in earning more amount of revenue (Disruptsports.com., 2019). The
products of the company prove to be superior in terms of speed and the movability factor
which has worked to the benefit of the company.

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Promotion- Promotion of the products occurs by taking recourse to hoardings which are
situated near beaches of country. It has helped in capturing attention of young people who
want to fulfil the wish of going out for surfing along with skating. Flyers plays a crucial role
in promoting digital store which has rightly helped in increasing awareness of people in
relation to the various kinds of product lines of the company.
Campaign Evaluation
There are suitable measures which being implemented can help in the measurement of
effectiveness pertaining to online store. The company is involved in posting discounts and
special offers on company website which has facilitated the process of drawing people
(Järvinen & Karjaluoto, 2015). The opportunity of free shipping is provided by the company
which have aided the process of marketing of company (Chaffey & Ellis-Chadwick, 2019).
The customers also get the benefit of 365 days returns which has helped in making the
company renowned among the people. The fruitfulness of the online campaigns of company
can be rightly evaluated by measuring the element of the website traffic. Rise in that of
website traffic can help in pointing forward to that of popularity of the campaigns of the
company (Ryan, 2016). The people spending a large amount of time on the website can
indicate that the marketing programs of the company have been able to derive the right
amount of attention from the people. The control measures being implemented can also prove
to be useful for marketing of the organization. Feedback which is got with the help of
customer satisfaction surveys controls performance of company (Kannan, 2017). The
promotional activities of the company being successful can indicate success of that of
performance of company. The implementation of contingency actions can prove to be of
great use for the company. Disrupt Sports can take into consideration buyer persona which
can help company in focussing efforts on the primary services which are offered by company
(Chaffey & Smith, 2017).

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Budget allocation
The allocation of the budget have been carried out in careful manner which can be
said to be related to that of marketing mix strategy of company. The company spends $
40,000 on the advertisements that are shown on the social media platforms of Face Book and
that of You Tube. It has helped the company in getting the attention of a large number of
people. The organization is also involved in spending $ 9000 on G-mail advertisements
which have greatly contributed in increasing profitability of company. The company is
successful in gaining more revenue with the help of the marketing efforts.
Digital Marketing Campaign Budget
G Mail Advertisements $ 9000
Face Book Advertisements $ 20000
You Tube advertisements $ 20000
Figure: Budget of the Disrupt Sports
Source: Created by the author
Conclusion
Disrupt Sports can be said to have considerable strength as the people can upload the
designs that is a leading cause of the popularity of company. People can choose from a wide
range of the template designs which has contributed to development of business. The
company aims at raising the awareness of the people that has built credibility of company in
the minds of the people. The artists take up the responsibility of designing products of
company that have helped in producing the sports equipments having superior quality. The
company has been able to rise above the other competitors with the help of the quality of the
products of the company. The opportunities which are provided by the company pertaining to

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the free shipping have helped in marketing of the renowned brand. The company has
launched the online campaigns that have made the customers buy the products from the
digital platform. The traffic on website can be measured that can indicate success in relation
to the digital campaigns of the organization.

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