MKT101A Marketing Fundamentals: A2Z Sports Marketing Mix Report

This report provides a comprehensive analysis of the marketing mix for A2Z Sports Company. It begins by outlining the company's product strategy, including the three levels of product and the length, width, and depth of its product lines. The report then delves into pricing strategies, examining cost-plus, economy, and competitive pricing approaches. Placement strategy is discussed, focusing on the importance of an agile supply chain and multiple distribution channels. Furthermore, the report explores promotional strategies, including sales promotion, online marketing, public relations, advertising, and personal selling. The analysis concludes with a set of recommendations for A2Z Sports, considering competitive pressures, environmental factors, and customer service. The report references relevant academic sources to support its findings and recommendations.

A2Z Marketing Mix
2019
Student’s Name
4/27/2019

Marketing Mix 1
Contents
Marketing Mix...........................................................................................................................2
Product strategy..........................................................................................................................2
Length, width, and depth of product lines..............................................................................2
Pricing strategy...........................................................................................................................3
Economy pricing strategy......................................................................................................3
Penetration pricing strategy....................................................................................................3
Placement Strategy.....................................................................................................................3
Promotional strategy..................................................................................................................4
Recommendations......................................................................................................................5
References..................................................................................................................................6

Marketing Mix 2
Marketing Mix
Product strategy
A2Z Sports Company has three levels of product. The first level is the core benefit
under which the company provides sports kits, sports equipment, and tools, polymeric boxes,
health supplements, sports protection materials to satisfy the basic need of getting fit and
playing of the consumers. It also provides protection to consumers by developing sports
protection materials. The second level of the product is the actual product in which the
company provides the quality product and the health supplements to satisfy the diversifying
needs of the youngsters. The company focuses on adding the features and deliver the best
quality products to its customers. The third level is the augmented level under which the
company offers intangible services to its customers. It provides after sale services,
customized products, and the sales associates assist the customers by explaining them the use
of the products and provide warranty to the customers (Wu & Li, 2018). To increase the sales
of the company it must add value to the products by delivering maximum satisfaction to the
customers and providing high-quality service to customers. For example, the company must
deliver customized products and providing live tutorials to the customers about the use of the
product.
Length, width, and depth of product lines
A2Z Company deals with different product lines. The width of the product includes
sports kits, sports equipment, and tools, sports, polymeric boxes, health supplements, and
sports protection materials. Each specific product lines consider different products that are
offered by the company (Mayer, Melitz & Ottaviano, 2016).

Marketing Mix 3
From the above table, it is analyzed that the company deals in 5 product lines: Sports kits,
sports equipment and tools, health supplements, sports protection material, and polymeric
boxes. The depth of each product lines consists of 4-5 products. The length of the overall
product portfolio is 20 products.
Pricing strategy
It is analyzed that the company currently provides the product by adopting the cost-
plus pricing strategy under which it adds the labor, direct material, and the overheads cost
and adds up a mark-up percentage to the price of the product. The company currently
provides the product at affordable prices.
Economy pricing strategy
To increase the sales the company must adopt economic pricing strategy in which the
company must lower its prices to attract price-conscious customers. The company can adopt
economic pricing strategy by using online marketing sources which are not as costlier as

Marketing Mix 4
traditional promotional tools. It must avoid the cost of frills and must provide quality
products at reasonable prices (Nagle & Muller, 2017).
Competitive pricing strategy
The company must adopt the competitive pricing strategy under which it must select a
strategic price point by comparing the price of its competitors. To become a leader in
Australia the company must select the price point and provide the product at an affordable
price (Hu, & Shi, 2015).
Placement Strategy
It is analyzed that A2Z has an agile supply chain and are highly responsive to the
needs of the customers. The company manufactures the products according to the changing
demands and have increased customer touch points. It maintains a positive relationship with
its suppliers to expand its business operations.
The company must adopt a multiple channel distribution strategy to provide fast
services to its customers and does not lead to delay in distribution due to the adoption of a
single distribution channel. The intensive distribution will help the company to capture the
market and increase its sales. The multiple distribution channel strategy will allow the
company to not rely on a single supplier and distributor which increases the risk of the sales
of the company. It will help in delivering timely service and gain higher market share as
compared to its competitors. The company must focus on maintaining long term relationship
with its suppliers to bring efficiency in the supply chain and easy delivery of goods (Kenny &
Dyson, 2016)

Marketing Mix 5
Promotional strategy
The company adopts a mass marketing strategy to create high brand awareness among
the wide reach by making the use of advertisements. A2Z Company must adopt different
promotional tools to increase its market share and attract more and more customers. The five
promotional tools are:
Sales promotion
The company must provide discounts coupons, vouchers, and free samples to promote
its sales and attract more customers. It will in grabbing the attention of customers and target a
larger audience (Shamout, 2016).
Online Marketing
The company must focus on promoting its channels through the use of social media
channels and digital platforms to promote its product to a larger audience (Shamout, 2016).
Public Relation
The company must maintain strong relationships with its customers, employees, and
stakeholders to promote a good image of the company and increase the sales of the company.
Advertising
The company must use advertising as a promotional tool to cover a wide target
market. It must use this tool cautiously so the cost of the goods does not increase for this it
must use newspaper, radio to cover a larger market (Mullin, 2018).
Personal Selling

Marketing Mix 6
This is the last that the company must use to increase its sales. It must directly sell its
product to the consumers by explaining the characteristics of the products and service and
influencing the purchase decisions of consumers (Mullin, 2018).
Recommendations
It is analyzed that there is a large number of competitors to the company so it must focus
on providing the products at a reasonable price to attract more customers. It must analyze
the pricing strategy adopted by its competitors and must decide the price accordingly.
The company must design its strategies by considering the macro-level environmental
factors because they majorly affect the functioning of the company. It must focus on the
environmental and political factors of the particular country so that it does not hinder the
production of the company.
A2Z must focus on adopting online promotional tools to reduce the cost of the company
and provide the products at reasonable prices. It must provide the 24/7 customer service
to provide higher satisfaction to the customers. Also, it must focus on adopting multiple
distribution channels for the timely delivery of goods and services.
The company must make continuous assessments of the needs and wants of the customer
to make continuous innovation in its products and attract more and more customers. It
must adopt freebies marketing to attract a larger market. The company must focus on
achieving the opportunities of business and removal of threats for the continued survival
of the business. As the company is at an introductory stage it must maintain good
relationships with employees and stakeholders to maintain a good brand image of the
company (Larimo & Kontkanen, 2017).

Marketing Mix 7
References
Hu, M., Li, X., & Shi, M. (2015). Product and pricing decisions in crowd funding. Marketing
Science, 34(3), 331-345
Kenny, B., & Dyson, K. (2016). Marketing in small businesses. London: Routledge
Larimo, J., & Kontkanen, M. (2017). 13 Marketing Mix Decisions of Traditionally
Internationalized Firms vs. Born Internationals. Motivating SMEs to Cooperate and
Internationalize: A Dynamic Perspective.
Mayer, T., Melitz, M. J., & Ottaviano, G. I. (2016). Product mix and firm productivity
responses to trade competition (No. w22433). National Bureau of Economic
Research.
Mullin, R. (2018). Promotional marketing. London: Routledge
Nagle, T. T., & Muller, G. (2017). The strategy and tactics of pricing: A guide to growing
more profitably. London: Routledge
Shamout, M. D. (2016). The impact of promotional tools on consumer buying behavior in the
retail market. International Journal of Business and Social Science, 7(1), 75-85
Wu, Y. L., & Li, E. Y. (2018). The marketing mix, customer value, and customer loyalty in
social commerce: A stimulus-organism-response perspective. Internet
Research, 28(1), 74-104