Marketing Mix Evaluation and Recommendations for Footlocker Australia

This report analyzes the marketing mix of Footlocker, an American sportswear and footwear retailer, with a specific focus on its Australian operations located in Marine Parade, Southport, Queensland. The report examines the key components of the marketing mix: product, price, place, promotion, people, process, and physical evidence. It evaluates Footlocker's strategic positioning within the Australian market by analyzing its product offerings (shoes, apparel, and accessories), pricing strategies (discounts and special features), placement (location within the Australia Fair shopping center), and promotional activities (social media and sales). The report also provides recommendations for enhancing sales, including expanding store locations, offering attractive discounts, partnering with online retailers, and leveraging social media channels. Furthermore, it highlights Footlocker's acceptance of multiple payment methods and the provision of warranty certificates as part of its physical evidence.

MARKETING MIX
FOOTLOCKER

Background of the organization
 Footlocker is an American
sportswear and foot retailer
company and has
headquarters in Midtown ,
Manhattan and New York city
 It operates in 28 countries
worldwide
 Some of the subsidiaries of
the company are-Kids foot
locker, Footaction USA and
more

Contd…
 The company has been endorsing sports based products such
as NIKE, JORDAN
 For the current assignment, Australia based footlocker has
been taken into consideration with stores in Marine Parade,
Southport, queensland.

Overview of Marketing Mix
 The marketing mix could be
divided into a number of
components such as –product,
price, place, promotion, people,
process and physical evidence.
 An analysis of each of these
components helps in
understanding the strategic
positioning of the company.

Contd..
 Product- The product is the tangible /intangible item produced
to satisfy the needs of certain groups of people.
 Price- the price is the amount paid by a customer to avail
certain goods and services. As mentioned by Huang &
Sarigöllü (2014), the cost effective prices has been associated
with higher purchase value.

Contd..
 The placement or distribution are
very important factors in reaching the
target customer segment.
 The Footlocker is located in Marine
parade, Southport, Queensland within
the Australia fair shopping center
("Foot Locker Australia", 2018).
 The promotional objectives are very
important in meeting the sales target
of a company.
 Some of the strategies used in this
regard are word of mouth
promotional strategies, advertising
though social media channels etc
(Hanssens et al. , 2014).

Contd…
 People-
 The aspect of people over here refers to the target customer
group who the company is directly responsible for selling
products to.
 Process-
 The process refers to the pay and distribution systems which
could be utilized to reduce the cost associated with good and
services (Massingham and Pomering, 2017).
 Physical evidence –
 The physical evidence could be referred to as the brand name
associated with a product or company (Huang & Sarigöllü,
2014) .

Footlocker market statistics
 Footlocker engaged in global retail of athletically inspired shoes and
apparel
 It operates through athletic stores and direct to customer business
segments.
 The gross profitability margin of the brand is 29.34 USD million
("Foot Locker Australia", 2018).

Evaluation of Footlocker though marketing mix
 The strategic position of Footlocker within the Australian
market could be analyzed with the help of the different
components of marketing mix.
 Products-
 Men’s shoes like NIKE, Jordan etc.
 Women’s shoes, clothing etc.
 Retail items section separately hosted for kids

Contd…
 Place-
 The location of the Footlocker in the
Queensland market place has made it easily
accessible
 The location within the Australia Fair
shopping makes it easily frequented
 Price –
 Discounts available at an rate of 15-20%
makes purchase easy and cost –effective for
the target customer group
 There are special features available at the
stores such as exchanging the old shoes for the
new ones which makes it affordable
 Promotions-
 The promotional channels used by
Footlocker are advertising through social
media and by arranging sales

Contd…
 Process-
 Footlocker is spread across 28
countries worldwide
 It has a number of distribution
channels which reduces their
dependency upon a single
distributor unit
 Physical evidence-
 Most of the footlocker products
are provided with a warranty
certificate of 1 year
 For the accessories it is 6 months
 The brand has loyal customers