Marketing Plan for Disrupt Sports: Analysis and Strategy

This report presents a marketing plan for Disrupt Sports, focusing on its introduction to the Australian market. It begins with an executive summary and table of contents, followed by an introduction to marketing principles. The report conducts a situation analysis, including PESTEL and SWOT analyses, competitor analysis, and customer analysis, identifying target segments and positioning strategies. It defines the problem statement and outlines marketing objectives, including raising awareness and modernizing marketing efforts. The marketing mix strategy is detailed, covering product, place, price, and promotion. The report also evaluates marketing campaigns and discusses budget allocation, concluding with references. The report analyzes Disrupt Sports' strengths, weaknesses, opportunities, and threats, as well as its market segmentation, targeting, and positioning strategies. The report also covers marketing mix strategies including product, place, price, and promotion strategies.

Running head: MARKETING MANAGEMENT AND DIGITAL COMMUNICATION
Marketing Management and Digital Communication
Name of the student
Name of the University
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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...................................................................................................................................6
Marketing Mix Strategy.............................................................................................................8
Campaign Evaluation.................................................................................................................9
Budget allocation.....................................................................................................................10
Conclusion................................................................................................................................10
References................................................................................................................................12

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Executive Summary
The primary purpose of this report is to elaborate on the external forces that are affecting
Disrupt Sports. The report discusses about the segmentation and the targeting approach of the
company and the problems that Disrupt Sports has to face in the event of being introduced
within the Australian market. The report elucidates on the marketing mix strategy and
evaluates the marketing campaigns of the company. The report also talks about the allocation
of budget within Disrupt Sports.

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Introduction
Marketing refers to management process with the help of which the goods along with
the services move from the concept to that of the consumer. Marketing helps in managing the
exchange relationships and it helps in creating the relationship with the customers. Marketing
is inclusive of the advertising along with the selling that helps in delivering the products to
the customers. Disrupt Sports has been able to create an impression on the sports industry
with the help of its forward thinking along with the disruptive technologies
(Disruptsports.com., 2019). The company enables the mass customising options in relation to
the sports equipment. The company designs the sports gear that suits the needs of the
different individuals in the society. This report talks about the effect of the external forces on
Disrupt Sports and the strengths along with the weakness of the organization. The report
discusses about the segmentation, targeting along with the positioning approach in relation to
the company and the potential customer segments of the company. This report identifies
problems that the products would have to face in the event of being introduced in the
Australian market in the year 2019. The report also elaborates on the marketing objectives
along with the marking mix strategies of the company. The report also evaluates the success
in relation to the marketing campaigns and the budget allocation of Disrupt Sports.
Situation Analysis
PESTEL Analysis
Political- Australia is connected to various organizations like OECD, G20, Commonwealth
of Nations along with the World Trade Organization that has helped in the maintenance of
the political stability in the country. The business climate of Australia allows the investors to
feel confident in their purchase (Haider et al., 2019). The government of Australia is
transparent that has helped it making the effective policies in the country.

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Economic- The current exchange rate prevailing in Australia has helped in favouring the
outside countries which includes America in making investment within the Australian soil
(Baker, 2016). The companies make use of Australia as headquarters for that of the foreign
companies. Australia is a low cost location that helps in serving the interests of various kind
of business.
Social- Australia has a smaller population as compared to the other countries. Australia is a
multicultural city that serves the interest of people from various kinds of cultural
backgrounds. The country lays importance on the element of the higher education.
Technological- Australia is popular for the technological innovations within the country. The
country adopts the technology in a more frequent manner when compared to the other
countries. The research and the development that takes place in the country paves the path for
the technological innovations in the country.
Legal- Australia has introduced policies relating to the age discrimination that helps in
regulating the business in the country. The country has the fair trading laws along with the
consumer laws that helps in offering protection to the customers.
Environmental- The changes in the temperature have an effect on the various kind of
industries that includes farming along with the tourism. The climate changes that are taking
place owing to the global warming has become an issue of crucial importance for the various
organizations. Environment Protection Act in Australia establishes the procedures that takes
care of the fact that the environmental impact is taken into consideration in the process of
decision making.

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SWOT Analysis
Strength- The strength of the company lies in the fact that the customers can upload their
own designs and they can also choose from the range of the template designs that has been
provided by the company.
Weakness- The price of the products of the brand are high that makes the products suitable
for the people of the upper classes.
Opportunities- The opportunities of the company rise on account of the fact that the people
in Australia are interested in the sports that helps in unravelling opportunities for the online
sports store.
Threats- Disrupt Sports has to face the threats owing to the presence of competitors like the
Sportsmans Warehouse and Decathlon that poses a threat to the future of the company.
Competitor Analysis
Sportsmans Warehouse sells the short boards, fun board along with the Long Board
that caters to the needs of the people who wants to venture outside for surfing
(Sportsmans.com., 2019). The online stores are also instrumental in selling the boots along
with the protective gear that appeals to the people. Decathlon provides the yoga mats, bolsters
along with the blocks that helps in serving the needs of the people who are interested in the
sports (Decathlon.com.au., 2019). The company also provides the speed skates along with
the hard shell helmet that makes the company a competitor of Disrupt Sports.
Customer Analysis
Disrupt Stores takes recourse to the segmentation and the targeting that helps in
providing the company with a superior position in the market of Australia. The sports
equipments that are offered by the company caters to the needs of the young people who
belong to the age group of 16-28 years. The young men and the women of Australia buy

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these equipments owing to the high quality of the products. The market segmentation is done
primarily on the basis of the demographic, psychographic along with the behavioural factors
(Gummesson, 2017). The millennials in Australia who prefer fun are targeted with the help of
the marketing strategies of the brand. Disrupt Sports targets the people on the basis of their
age along with their social classes. The people who are in the upper segments of the
population are the ones who are targeted with the help of the image of the company. The
company has a superior positioning as compared to the other competitors as the company
offers the free design support in relation to the product lines that helps in attracting the
clients. It captures the imagination of the people and makes the brand greatly sought after by
the people residing in Australia (Kerin & Hartley, 2015). The company has carried out the
partnership with the RMHC Partnership that helps in providing the support and the relief to
the families who have seriously ill children. Disrupt Sports wants to emerge as the premier
sports equipment company within Australia.
Problem Statement
There are problems that the products of Disrupt Sports would face in the event of
being introduced in the market of Australia in the year 2019. There are many people in
Australia who are unaware about the importance of the sports equipments and this can have
an effect on the profitability of the company. There are a large number of people in Australia
who believe that the sports equipments are meant only for the athletes and this can hit hard
the business of Disrupt Sports. The pricing of the products of the company are also high and
this can prove to be adverse for the fortunes of the company.
Objectives
The objectives of Disrupt Sports would be to raise the awareness of the people in
relation to the necessity of the sports equipments that can help in building the credibility of

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the brand within Australian market. The company should act as the vocal member of
community by making investments in the various kinds of the community activities. The
company can sponsor two events across the course of a year that can help in making the
middle aged people along with the young people in Australia about the benefits that the
people can get by making use of the sports equipments (Tuten & Solomon, 2017). The
initiative that is taken by the company can be stated to be SMART as it can help the company
in measuring the effectiveness of its programs. The success of the events that are arranged by
the company can be understood with the help of the participation of the people in the event.
The effectiveness of the events can be measured with the help of the post-event surveys that
can help in ascertaining whether the event has been able to attract the attention of a large
number of people within Australia (Chaffey & Ellis-Chadwick, 2019). It can help in
understanding the efficacy of the programs that can take the company ahead in the long run.
The objective of the company can be said to be attainable as the company is a premier
company within the boundaries of Australia and it has got the capital that can help it in
arranging the events within Australia that can make the common people aware about the
significance of the various kinds of sports equipments that are related to surfing and the
skating.
The marketing objectives of Disrupt Sports would be to modernize the marketing
efforts that can be instrumental in decreasing the costs of the products of the company. The
company can implement the referral program that can work to the advantage of the company
Disrupt Sports within Australia. The company can take recourse to the in-house marketing
that can help the company in bringing about reduction in the prices of the various kinds of
sports equipments that are offered by the company (Ryan, 2016). The modernization of the
marketing efforts can help the company in attaining the SMART goals. The customers can be
provided with the sharing link that can help the business in tracking the prospective

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customers. There are also referral marketing software available in the market that can help
the business in gauging the relevance of the programs. The in-house marketing option can
help Disrupt Stores in gaining the cost-efficiency and become agile within the market of
Australia (Kannan, 2017). It can increase the relevance of the company within the present
day market of Australia. It can help in measuring the improvements that have been made with
the help of the marketing efforts that can work for the benefit of the company.
Marketing Mix Strategy
Product- The products of Disrupt Stores comes from the collection of the artists that helps
the company in producing the superior products when compared to the competitors (Mumcu,
2016). The company provides various kinds of boards like the short boards, Retro Single Fin
and the fun boards that proves to be convenient for the people. The company is involved in
designing the skate board decks that increases the profitability of the company in the present
day market (Stephen, 2016).
Place- Technology plays an important role in the digital environment and the site of that of e-
shop Disrupt Sports acts as the place that helps in selling the sports equipments of the
company. The communication with the consumers takes place by taking recourse to
automated information system (AIS) with the help of interface of that of store website. The
information services plays an important role that helps in selling the products of the company
to the customers.
Price- The skateboard decks of the company are provided at a pricing of $ 145.00 that proves
to be affordable for the people. The people can also get the surfboards at a convenient pricing
of $ 427.10 that has helped the products in winning the favour of the customers. The products
have superior attributes and it can be stated that on the basis of the speed along with the
movability of the products the products are priced in a convenient manner.

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Promotion- The promotion of Disrupt Sports takes place with the help of the hoardings that
are placed near the beaches of Australia. It helps in captivating the attention of the young
people who want to go out for surfing and the skating. The promotion of the digital store is
carried out with the help of the flyers that has made the people aware about the services that
are offered by Disrupt Sports (Chaffey & Smith, 2017)
Campaign Evaluation
There are specific measures that can be implemented that can help in measuring the
effectiveness of the online store. Disrupt Sports posts the discounts along with the special
offers on the website of the company that has helped in drawing a large number of people.
The company provides the opportunity of fast free shipping along with the 365 day returns
that has helped in the marketing of the company. These kinds of online campaigns appeal to
the customers who want to buy the products of the company. The digital campaigns of the
company can be evaluated with the help of the measurement of the website traffic (Taiminen
& Karjaluoto, 2015). A steady rise in the traffic can help in indicating the popularity of the
campaigns of Disrupt Sports. The sessions helps in pointing out the number of the visits that
has been received by the website. The time that has spent on the website by the people can
serve as an effective metric that can help in gauging the efficacy of the campaigns of Disrupt
Sports. The analytics software can be used by the company that can help the organization in
measuring whether the campaign has been successful (Järvinen & Karjaluoto, 2015). There
are control measures that are implemented in the company that helps in the area of marketing
of the company. The feedback that is received from the customer satisfaction surveys helps in
controlling the performance of the company (Kingsnorth, 2019). The success pertaining to
the promotional activities of the company can help in indicating the success of the
performance of Disrupt Sports. There are contingency actions that can be implemented that
can help in measuring the success of the marketing campaigns of Disrupt Sports. Disrupt

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Sports should take into account the buyer persona that can help them in focussing on the
services that are provided by the company.
Budget allocation
The budget allocation of Disrupt Sports has been done in a careful manner and it has
been linked to that of the marketing mix strategy. Disrupt Sports spends $ 30,000 on that of
the Face Book along with the You Tube Advertisements that has helped them in attracting a
broad audience. The company also spends $ 8000 on that of the Gmail advertisements that
have increased the profitability of the company. It has helped in increasing the amount of
revenue that is earned by the company.
Digital Marketing Campaign Budget
Facebook Advertisements $ 10000
You Tube Advertisements $ 20000
G Mail advertisements $ 8000
Figure: Digital Marketing Budget of Disrupt Sports
Source: Created by the author
Conclusion
The strength of Disrupt Stores arises due to the fact that consumers can upload
designs that have helped the company in emerging to be a popular company within market.
The people are given the opportunity of choosing from that of range of template designs that
has helped in the growth of the business. The company wants to raise awareness that can help
in building credibility of that of company. The artists are involved in designing the products
of the Disrupt Sports that have been instrumental in producing superior range of the sports

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equipments. It has helped the company in rising above the competitors present within the
Australian market. The company provides opportunity of that of free shipping which have
aided in the process of marketing of company. The online campaigns of the company have
been instrumental in attracting customers who want to purchase products from that of online
platform. The measuring of the traffic on the website can help in measuring the success of
digital campaigns of company.

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