Business Strategy: Customer Analysis, Industry & Marketing Plan

This business strategy report outlines a comprehensive plan focusing on Company C, an athletic footwear organization targeting young athletes, women, and professional athletes. It includes an industry analysis highlighting the growth in the footwear market, driven by increasing health awareness and e-commerce. The marketing plan emphasizes product, pricing, place, and promotion strategies, leveraging both traditional and digital channels such as print media and social media platforms like Facebook and Twitter. The report also details a promotional mix budget, allocating funds for direct marketing and advertising to effectively reach target customers and sustain competitive advantage. This document is available on Desklib, a platform offering a wide array of study resources for students.

Business Strategy
6/9/2019

Business strategy 1
Contents
Target customers..............................................................................................................................1
Young athletes.............................................................................................................................1
Women.........................................................................................................................................1
Professional athletes....................................................................................................................2
Industry Analysis.............................................................................................................................2
Marketing plan.................................................................................................................................2
Product strategy...........................................................................................................................3
Pricing strategy............................................................................................................................3
Place strategy...............................................................................................................................3
Promotion strategy.......................................................................................................................3
Promotional mix budget..........................................................................................................4
References........................................................................................................................................5

Business strategy 2
Target customers
The target customers are majorly known as the group of the customers that firm plans to reach
with the wide marketing efforts (Armstrong, Adam, Denize and Kotler, 2014). Company C
majorly make use of multi-segment targeting strategy to target wide range of customers present
in market that are presented below -
Young athletes
In the current environment, the kids who play sports are growing in the numbers due to which
our company targets athletes who wear sports, clubs, and many others. It has been found that the
young athletes are major looking for the footwear that offer them comfort while playing the
sports. In addition, the price of the products needs to be affordable because this is not fixed that
they are the professional players they can be sportsperson and many others (Baker, 2014).
Further, they majorly demand for the products that are innovative available in different design
that can match their standard.
Women
It has been found that currently the women are taking the participation in the running with
interest and this is increasing in the number. Our business focuses on the emerging needs of the
women so that we can bring the changes according to women and offers them a better product.
When it comes to the women footwear, we deliver the comfort and flexibility that is possible
with the innovative design of our women design shoes. This meets the needs of the women who
wear the athletic footwear (Chernev, 2018).

Business strategy 3
Professional athletes
We decided that the company also targets the professional athletes to whom the product can be
offered in the market of North America, Latin America, Europe Africa, and Asia Pacific. The
professional athletes are the one who purchase product for improving the performance. The
needs and wants of the professional athletes include good grip of the shoes that helps them in
playing football and others.
Industry Analysis
The global industry of the footwear for all the audiences are increasing and it is further expected
to increase to garner $371.8 billion by 2020 registering a CAGR of 5.5 during the period for the
year 2015-2020. This increase in the industry is possible because of the growing enthusiasm as
well as awareness related to the health benefits of the sports & fitness activities that are
flourishing retail e-commerce sector across the world (Allied Market research, 2019). The rise in
the awareness has creates the impact on the youngsters present in the market for adopting a
healthy lifestyle. This shows that the global market is growing due to which there is presence of
new opportunities for the growth. Our company will avail the benefit of improved and improving
needs of the footwear industry across the global market (David, 2011). The numbers of athletics
are increasing in numbers due to which our company is able to attain the high profit in market.
Marketing plan
The right marketing plan includes all the elements that are essential for the company in order to
retain the customers so that they can visit again to make the purchase. The marketing plan

Business strategy 4
includes the marketing mix strategy that is essential to be considered for the success of business
(Išoraitė, 2016).
Product strategy
Our company product strategy includes the distribution of the athletics footwear in the market
that is offered to young teenagers, women professional athletics. They ensure that they bring
new, style, design, and innovation in their shoes that help our company to meet the customers
and retain them.
Pricing strategy
The price strategy is very important for the customers because they are making the purchase of
product for which they are paying the amount. In the market, we have decided that our company
offers the product on less than competitive pricing strategy (Kotler, 2015). In this, the
competitor’s prices are compared and according to it, the company keeps its own price for the
product.
Place strategy
The place strategy includes the distribution of the products through different challenges. We
have decided to make use of the online and offline mode through which we can offer our
products in the market. This helps the company in making the product easy available to the
customers that can meet their emerging needs in the market.
Promotion strategy
The promotion of the product can be done through different tools that include the traditional and
online mode to promote the product. Our company decided to use print media in which
pamphlets and hording are used (Wilson and Gilligan, 2012). In addition, social media is one of

Business strategy 5
the way through which the promotion can be done by the company. The different social media
channels that are used by the company include Facebook, Twitter, and many others.
Promotional mix budget
Digital Communication Budget
Method Amount
1. Direct Marketing
Online media
Facebook $900.00
Twitter $1,200.00
LinkedIn $1,500.00
E-mail Marketing $700.00
Total Amount $4,300.00
2. Advertisement
Print Media
Hoardings $680.00
Pamphlets $1,500.00
Other $800.00
Total amount $2,980.00
Total amount $7,280.00

Business strategy 6
References
Allied Market research (2019) Footwear Market Overview. Retrieved from:
https://www.alliedmarketresearch.com/footwear-market
Armstrong, G., Adam, S., Denize, S. and Kotler, P. (2014). Principles of marketing. 6th edition.
Welbourne: Pearson Australia.
Baker, M. J. (2014). Marketing strategy and management. London: Palgrave Macmillan.
Chernev, A. (2018). Strategic marketing management. Chicago:Cerebellum Press.
David, F.R. (2011). Strategic management: Concepts and cases. India: Pearson/Prentice Hall.
Išoraitė, M. (2016). Marketing Mix Theoretical Aspects. International Journal Of Research –
Granthaalayah, 4(6), 25-37.
Kotler, P. (2015). Framework for marketing management. India: Pearson Education.
Wilson, R.M. and Gilligan, C. (2012). Strategic marketing management. New York: Routledge.