Marketing Plan for Disruptsports: A Customized Sports Gear Company

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MRKT20052: Marketing Management and Digital Communications
Term 2, 2019
Assessment 2: Marketing Plan
<<Insert Product/Business Name Here>
<<Insert your name and student number>>
Submission date: <<Insert assessment submission date here>>
Word count: <<Insert your word count here>>
Campus (tick one): MEL  SYD  BNE  DST  Other (write): ____________
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Contents
Executive Summary.....................................................................................................................................3
Introduction.................................................................................................................................................4
Situation analysis.........................................................................................................................................5
Customer analysis........................................................................................................................................9
Problem statement.....................................................................................................................................11
Objectives..................................................................................................................................................11
Marketing mix...........................................................................................................................................12
Campaign evaluation.................................................................................................................................14
Budget allocation.......................................................................................................................................15
Conclusion.................................................................................................................................................17
References.................................................................................................................................................18
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Executive Summary
The implication of marketing plans has been seen to understand the internal and external
marketing needs with respect to sport section. The growth in sport segment has raised demand of
high quality consumer goods that are needed in the development of effective decision making
and possible plan to develop customize sports gear. Current legal and personal needs have been
putting extra competition on the company. The process to develop market visibility includes
current idea of competition strategy and developing effective proposition for product
development.
The limited range of products included in the company and the lack of awareness among
consumers has been the issue to develop good position. Limited acquisition with small and
medium scale industries has made the scope to capture larger data base limited. The distribution
structure is also limited to specific areas thus demand position is stagnant. This is developing
limited market space and associated structure in the process.
The overall development is based on the advertising features and concurrent ideas generation to
be used to have substantial needs associated with the versatile demands of the consumer. The
expansion of sporting gear section is needed to develop effective target market with better
dealing in the consumer format this is required for better visibility and leadership in market. The
effective budgeting with growth in the production and delivery can be seen in the overall target
delivery and effective positioning in the market.
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Introduction
The company that will be introduced in the Australian market in 2019 is Disruptsports this a
customized sports good making company that deals with the designing and development of
optimum sports goods. The functioning of this company is based on the personalized design
suggested by the customer and the same is printed on fine quality sports gear like surfboards,
skateboards, and snowboards at optimum cost and then finally delivered to the customer. The
idea of the company is develop a relation between sportsperson and their equipment and develop
a bond between them. This also suggests effective decision-making skills and presentation of
emotions by an individual on the sports gear. The marketing plan for the same is designed in
order to capture maximum customer base and develop a presence of the company is sports
industry.
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Situation analysis
The situation with the market was analyzed by doing following checks in the internal and
external market structure.
PESTLE Analysis
Political
 The government intervention in sports
necessities has been increasing pressure
on the quality
 Growing import and export norms has
been affecting logistics development
(Srdjevic, 2012).
Economic
 The developing economic structure of
Australia has been affecting the current
development in the sport sector
 The cost of goods has also increased
substantially
Social
The growing interest of people in sport has
been developing a good scope of
development
Technical
The combination of customization and
sports is a unique idea, with growing trends
to develop best goods with great looks has
been a challenge.
Legal
Labour laws and other government-induced
laws had been affecting the current
development in market
Environmental
The material used in sports gear is needed to be
of optimum quality and the production is
needed to be ecofriendly as per environmental
laws (Zalengera, 2014).
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Competitor Analysis
The market plan is based on the in-depth study of the competition, in this case, they are the major
brands like Nike, Puma and learning from their strategy.
 Competitor’s Strategy: The team of Disruptsports has been doing a detailed study of the
pattern and growth rate of competitor’s by analyzing their strategic partnerships, hiring
activity annual report and capital invested in many sections (Atighechian, 2016).
 Competitor’s Objectives: The major objective of other companies includes a combination
of legal values and risk tolerance initiatives. This has been helping them to see the
composition and structure of various marketing behavior affecting development.
 Competitor’s Assumptions: The study associated with cultural trends and regional
demands has been developing an assumption for the company to develop market
strategies and associated functions with them.
 Competitor’s Capabilities: The capital investment and the study related to the
development of current strengths and generating ideas for future trends tells about the
competitor’s capabilities in order to sustain current position and develop future ideas
(Zalengera, 2014)
SWOT Analysis
Strength
 Current alignment towards sports and
creativity provides a good opportunity
for the company.
 More investment of brands on sports
equipment’s gives a larger scope to the
company.
Weakness
 Slow in adapting market
demands lead to slow growth of
demands.
 The variation is limited to only
a few segments thus limiting the
scope for business.
Opportunity Threat
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 Collaboration with sponsors like Pepsi
and cola can help to deliver wholesale
production in various sports segments.
 Developing equipment in other sport
like cricket and football can also be
done to expand the business.
 Upcoming new companies with low
cost and wider range can capture
current market values.
 Limited demand for customized
products has been limiting the scope for
development (Chen, 2012).
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Customer analysis
Potential customer segment: Since the geography of Australia is good for surfboards and
skateboards the customer segment near beaches in focus. The demographics suggest all kind of
people in all age groups are interested in the same. As per the psychographic segmentation the
lifestyle and social needs are optimum for this business. The customer behavior has given the
purchasing capacity of the customers and has developed three major target customer base surfing
people, skating people and snowboarding people. All these three provide an excellent
opportunity for company to develop.
Target customers: The target customer for this segment is people associated with water sports
and skateboarding and apart from that the companies that have been looking for sports
equipment’s for branding and advertising. These segments includes some of greatest
sportsperson who wants to express their personality and sometimes wants to dedicate the gear to
their coaches and teachers this company provides them a good canvas to write upon. In many
sports event there is a need for large scale branding by big companies for that they required
optimum quality gear with their brand and logos printed on them. This company deals with
wholesale production as well thus contributing to a major event as well (Tomczyk, 2016).
Positioning approach: The positioning of the product is based on the link that was developed
with the target market and brand development, following steps will be needed:
 Identification of initial target market and location for product placement, in this case, the
beaches will be suitable to capture maximum surfers for Disruptsports. This can help the
company establish brand name.
 Promotion of the products is to be done by visiting sports schools and associations that
have maximum players. Also using social media and other media platforms to develop
visibility in the market.
 Unique selling proposition like collecting single orders to bulk orders and delivering in
targeted time can help in the development of better resources. This can support
Disruptsports to have a market capture from small scale industry to large scale industry.
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Taking a celebrity to promote the company in public especially if that is a sports person
related to same brand.
 Keeping low cost and better quality will provide good response at the initial level. This
can help in making regular choice and growth pattern for the company. Even if customer
is not convinced the reasonable price feature will help them to have better functioning
associated with the products.
 Regular customer feedback will be required to develop an effective customer base in
market. This can help the company to develop better and development perspective
associated with the growth needs associated with the product and develop effective
understanding associated with the same (Xu, 2012).
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Problem statement
The major issue associated with Disruptsports is the lack of awareness about the product. This
was seen in order to deliver the effective business idea to market but the idea of customized
sports goods in still fresh in market. The cost is a less-known problem but the limited sports
variant in the company has limited it to only few sports currently. The distribution strategy is yet
not well designed in order to deliver effective communication and better reasoning in the market.
The customers are not well aware of the actual process and practical examples are very less in
market. The company is still struggling to link with good event organizers and brands to develop
business structure. Disruptsports has not put much effort into the advertising and branding of the
company on a large level. Thus the same has been affecting current position and better
development in the market place and has established limited options for the company (Liang,
2015).
Objectives
The major objectives of Disruptsports are as under:
 Specific: There is a need to focus on a single target population segment at a time in order
to develop better product positioning in the market. This is needed to be well aligned with
the growth features.
 Measurable: The revenue and the cost invested in the branding and marketing of the
company is needed to be in developing the state for better performance and customer
handling.
 Attainable: The target market is needed to be small and attainable in order to determine
effective response from small to large segments.
 Relevant: Taking knowledge about competition and developing strategy will help in the
consecutive market capturing. The collected data is needed to be structured and relevant.
 Time-Based: The limited-time needed to deliver the product is required for better
customer response. This will be needed for better customer demands and develop market
demands (Chiung-I, 2017).
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Marketing mix
Figure 1: Marketing Mix
(Source: Marketingmix.com, 2019)
People: The most important element for the company is to focus on the people and their needs.
They define the current needs and expectation with the company and helps in making effective
changes in future needs. The regional and cultural association will be defined in the same.
Product: The product is needed to be more creative and unique in order to specify better
knowledge and understanding of the same associated with the market needs. This will help in the
effective development of variation and can have an advantage over the marketing needs in the
process (Huang, 2012).
Price: The price of the product cannot be kept beyond a certain limit to have an effective
understanding of current demands and to build new demands and extended customer base. The
pricing feature of the company is needed to be aligned with current government policies and the
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cost invested in the production of goods. The pricing is needed to be structured and developed as
per the growing competition in the market (Menegaki, 2012).
Place: The place of promotion for the product is needed to be well understood with the overall
growth and expected results from the same. The selected place is needed to be well equipped
with potential customers and should have an active response to the company. The interference of
lesser competition can be more needed to see overall growth and associated values in order to
adjust effective response from the same. The selected place is needed to be good in revenue.
Promotion: The promotional features are needed to be in inclination with the subject and to
gather maximum customer base. The promotional platform and associated values are needed to
be aligned in order to develop an effective outcome for the business. This is a step by step
process associated with better market space and understanding (Mintz, 2013).
Process: The process includes the selection of activity and the industry that is to be focussed on
an initial level. The number of teams required and the strategy involved in the probable growth
of the same is considered here. This process tells about effective components of the business
required to deal with the outcome and customer base to develop better business components.
Physical Evidence: This includes the product and the production features involved in the
development of better ideas and relevant ideas in future needs associated with the product.
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