Strategic Comparison: Dick's Sporting Goods and U-Mark Sport in Retail

This report provides a comparative analysis of Dick's Sporting Goods and U-Mark Sport, examining their organizational structures, market environments, system functionalities, and e-commerce activities. The introduction highlights Dick's Sporting Goods' growth and U-Mark Sport's presence in Saudi Arabia. The report compares their CEOs, vice chairs, and managing directors. It analyzes the strengths, weaknesses, opportunities, and threats faced by each company within their respective markets. The system functionality section explores the use of digital catalogs, advertising methods, and sales databases. The e-commerce activities of both companies are also compared, including Dick's decision to manage its own e-commerce and U-Mark's use of interactive product visualization. The conclusion recommends strategies for U-Mark Sport to enhance its market position, emphasizing unique content creation, improved e-commerce usability, high-quality product descriptions, and effective advertising. The report references sources to support its findings.

COMPARISON OF DICK’S SPORTING GOOD
AND U-MARK SPORT

INTRODUCTION
Dick’s sporting Goods
 This American sports good retail
company is based in Pennsylvania.
 This company was established in
1948 by Richard Dick Stack.
 This retail company operates in
850 stores.
U-Mark sport
 This particular sportswear store is
located in Riyadh Saudi Arabia.
 This was established in 1995.
 Umark sport in known to operate
in 50 stores across Saudi Arabia.

ORGANIZATIONAL STRUCTURE
DICK’S Sporting Good
 CEO is Edward Stack
 Vice Chairman
 Director
 COO
U-Mark Sport
 CEO is Amwal Alkhaleej
 Vice Chairman
 Director
 Managing director
 executives

MARKET ENVIRONMENT
Dick’s sporting Goods
 Strengths
Superb performance in new markets.
Strong brand portfolio
 Weakness
High rate of attrition in workforce.
There are presence of gaps in the
product range sold by the company.
U-Mark sport
 Strength
Low cost of manufacturing.
Huge customer base
 Weakness
Less number of stores compared to other
retail chains.
Need more investment in technologies.

MARKET ENVIRONMENT
Dick’s sporting Goods
 Opportunities
New taxation policy will be effecting the business
New customers from online channel
 Threats
Demand of profitable products are seasonal.
liability laws varies in different countries
and Dicks maybe exposed to various liability
claims.
U-Mark sport
 Opportunities
Emerging markets.
Innovative
products.
 Threats
Increased competitive pressure.
Marketing budget pressure.

SYSTEM FUNCTIONALITY
Dick’s sporting Goods
 This particular company is known
to make use of digital catalogue.
 Advertisement is done through
magazines, cable TV and US
online video.
 Sales authority are known to sell
its customer database to Dick’s
Sporting good for $15 million.
 They also use email campaigns for
advertisements.
U-Mark sport
 U-mark have also known to use digital
catalogue.
 The sales database of this company is
known to provide after sales customers
support.
 Site tracking and reporting system is used
for understanding effectiveness of the
markets.
 The inventory management system is
known to provide production and links to
the supplier

E-COMMERCE ACTIVITIES
Dick’s sporting Goods
 Dick’s have decided to leave eBay
and take over its own e commerce
activities.
 Dick’s have adopted various
features like shipping online
orders from stores.
 In 2015, Dick’s have combined
with Golf Galaxy and Field &
Stream.
U-Mark sport
 Interactive product visualization
taken by U-mark have helped them
to success.
 It have also known to focus on the
unique content since content
marketing is one of the most
effective marketing strategies.
 Building of email list is important for
inline business.

CONCLUSION AND
RECOMMENDATION
 The Dick’s sporting goods is already a well established brand
which have more than 800 stores in the world. On the other
hand, U-mark sport is comparatively have smaller brand value.
Therefore, in order to stay in the market, the retail sports
company should be focusing on creating unique contents,
increase its E-commerce search usability, use high quality
photographs along with good description of the product and
build advertising strategies.

REFERENCE LIST
 "U-MARK SPORT Home". Umarksport.Com, 2019,
https://umarksport.com/.
 “DICK’S Sporting Goods”, https://www.dickssportinggoods.com/.
Accessed 14 Mar 2019.
 Johansson, Tobias, and Johan Kask. "Configurations of business
strategy and marketing channels for e-commerce and traditional
retail formats: A Qualitative Comparison Analysis (QCA) in sporting
goods retailing." Journal of Retailing and Consumer Services 34
(2017): 326-333.
 Zhou, Chao. "Impact of Electronic Commerce on the Sporting Goods
Market." Open Cybernetics & Systemics Journal 9 (2015): 2135-2140.