Lee Sporting Goods: Marketing Plan for Saudi Arabia - Strategies

This report details a comprehensive marketing strategy for Lee Sporting Goods in Saudi Arabia, focusing on penetrating the expatriate sports enthusiast market. The strategy encompasses a target market analysis, identifying young, health-conscious expatriates aged 18-30 with an income above $20,000. Growth strategies such as market penetration, market development, product development, and diversification are explored, with specific recommendations for Lee to expand its reach. The marketing mix strategy emphasizes a combination of cost leadership and competitive pricing, utilizing physical stores and e-commerce platforms for distribution. The implementation plan spans six months, including market research, competitive analysis, target market selection, marketing mix strategy development, test marketing, and product launch, with key performance indicators (KPIs) like unit sales, conversion rates, inquiries, and profit per sales unit used for evaluation and control. The ultimate goal is to establish Lee Sporting Goods as a prominent player in the Saudi Arabian sports market.

Running head: MARKETING
MARKETING
Name of the Student
Name of the University
Author Note

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Table of Contents
Marketing Strategy..........................................................................................................................2
Target Market Strategy................................................................................................................2
Growth Strategies........................................................................................................................2
Marketing Mix Strategy...............................................................................................................3
Implementation................................................................................................................................4
Time horizon................................................................................................................................4
Evaluation........................................................................................................................................5
References........................................................................................................................................6

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Marketing Strategy
Target Market Strategy
The target market strategy can be defined as a strategy whereby the company targets a
particular segment towards whom the firm`s products will be based (Boone & Kurtz, 2013). The
Lee sporting goods store has analyzed the sports market in Saudi Arabia and chosen the given
target market:
Young Sports Enthusiast: The primary characteristic of this target market is as follows:
Age: 18-30
Income: $20000 above
Interests: Like to engage I n sports activities and body building
Background: Expatriates from all around the globe with interest in marinating a healthy lifestyle.
With the increasing expatriate immigration to Saudi Arabia, the Lee store aims to target
this population and offer them their wide range of sports collections. The marketing mix for the
segment will remain the same.
Growth Strategies
The growth strategies can be described as a range of strategies which are available for the
company to increase its operations (Czinkota & Ronkainen, 2013). For Lee, they have been
given as follows;
Market Penetration strategy

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This strategy takes place when an organization decides to market the same offerings in
the same target market. Lee could make use of the market penetration strategy and increase its
promotional activities to market its goods in Saudi Arabia among the targeted audience. It can
achieve its objective using this strategy.
Market development strategy
Using this strategy a company tends to sell its existing product in a new market. Using
this strategy Lee can market its products in the emerging markets of Asia for instance, Nepal, Sri
Lanka, Pakistan, India and Bangladesh.
Product Development strategy
In this strategy an extra product line is added to improve the firm`s offering in the eyes of
the different consumers. Using this Lee, can come out with sporting equipment’s for the
especially abled audience and create a niche for itself in the given domain.
Diversification strategy
This strategy takes place when new products are sold to newer markets. Using this
strategy Lee can sell its products for especially abled people in the discussed emerging mark
Asia.
Marketing Mix Strategy
Product: The products being sold at Addison will be shoes, clothing’s, equipment’s, protein,
accessories and electronic products. These products will all be related to sports and gym wear
Price: The Company will follow a mix of cost leadership strategy and competitive pricing
strategy

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Place: At present the firm will sell though its physical stores present in diffnt parts of Saudi
Arabia followed by forming an online website which will carry out e-commerce fucntions.
Promotion: Various means like social media marketing, print marketing, referrals, loyalty
programs and the television marketing shall be used.
Implementation
The implementation plan is of a rough period of 6 months and comprises of the following
steps:
Market Research: In the given step the company will be conducting a market research.
Competitive and Situational Analysis: A competitive analysis to analyze the demand will be
done.
Selection the target market: This will be followed by the target market analysis and selection
Deciding on the marketing mix strategy: The marketing mix and promotional strategies will be
decided (De Mooij, 2013).
Test marketing and Promotional marketing: A test marketing will be done for a period of 1
month with various promotional ideas
Initiating the actual product into the market: The actual offerings will be rolled in the marketing
Evaluation and control will be done via metrics
Time horizon
Activity Months
M
July
M
Aug
M
Sept
M
Oct
M
Nov
M
Dec
M
Jan

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Market Research 
Competitive and Situational
Analysis
 
Forming a layout of the research
work

Target market selection  
Marketing mix strategy planning  
Test marketing and Promotional
strategies

Actual rolling out of services and
goods.
 
Evaluation and controlling  
Evaluation
The evaluation and controlling of the marketing plan will be carried out by close
monitoring and measuring of performance against pre- stated standards and metrics (Bresler &
Lubbe, 2014). To measure and evaluate the performance, the following Key Performance
Indicators will be used:
 Unit Sold
 Conversion rates
 Enquiries made
 Profits per sales unit

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Using these metrics, the Lee stores can measure the success of their activities and use
trend analysis to determine the difference between previous performance and the performance
after the marketing plan.

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References
Boone, L.E. & Kurtz, D.L. (2013). Contemporary marketing. Cengage learning.
Bresler, M. & Lubbe, I. (2014). Marketing management.
Czinkota, M.R. & Ronkainen, I.A. (2013). International marketing. Cengage Learning.
De Mooij, M. (2013). Global marketing and advertising: Understanding cultural paradoxes.
Sage Publications.