Developing a Comprehensive Marketing Plan for Lee Sporting Goods

This report outlines a marketing plan for Lee Sporting Goods store, focusing on strategies to enhance its market presence and sales revenue. It begins with a market-oriented mission statement emphasizing customer satisfaction through comfortable, reasonable, and good quality products. The situational analysis employs SWOT and PESTLE frameworks to assess the company's internal strengths and weaknesses, as well as external opportunities and threats within the Saudi Arabian market. Key competitors like Nike and Adidas are identified, and the plan explores building a competitive advantage through cost-effectiveness and niche market creation. The report concludes with SMART objectives, including increasing sales revenue to $75,000 by the end of 2019 and selling 10,000 product units within six months. Desklib provides access to similar solved assignments and study tools for students.

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

1MARKETING
Table of Contents
Introduction......................................................................................................................................2
Mission............................................................................................................................................2
Situational Analysis.........................................................................................................................2
Smart objectives...............................................................................................................................5
References........................................................................................................................................6

2MARKETING
Introduction
Marketing strategy is taken to be an essential aspect of an organization and any company
who wants to attain success in the long run, needs to have a good marketing plan in place.
Hence, the report will be discussing the marketing plan of Lee Sporting Goods store and present
suitable strategies for the same depending on the environmental factors and internal capabilities.
Mission
The mission of an organization can be described as the short term goal which an
organization sets out for itself. According to Armstrong et al., (2015), every company needs to
have a good market oriented mission in place so that it can attain the designated market. In a
market oriented mission, any company needs to comprise of the value it provides to the
customer.
Market oriented mission:
Lee Sporting goods aims to provide satisfaction to the customers by providing them
comfortable, reasonable and good quality products.
Situational Analysis
In order to analyze the company`s internal strengths and weaknesses, a strategic
management tool can be used to examine the position of Lee. SWOT Analysis comes in as a
useful tool in this scenario. The SWOT is an acronym for the strengths, weaknesses,
opportunities and threats of the firm (Bettis et al., 2014). The strengths and weaknesses aspect is
internal to the organization whereas the opportunities and threats are external to a firm.
Furthermore, the PESTLE analysis will also be used in order to understand the competitive,
technological, economical, sociocultural, political, and legal forces.

3MARKETING
SWOT
Strengths:
 The company is a well-known store in the country of Saudi Arabia
 The staff present in the store is very attentive
Weakness
 The products sold in the store are expensive
 The brand name is not very popular
Opportunities
The company can take advantage of the latest fashion trends and incorporate digital
marketing techniques.
Threats
There exists a presence of international competitors like that of Adidas, Nike and other
which tends to pose a threat.
Competitive Analysis
Although there are various local stores present in Saudi Arabia who deal in the sports
goods segment, however, the main companies who tend to have a larger market share are Nike,
JK Sports and Adidas (Harrison & John, 2013). These company possess global advantages in the
domain and have comprised a considerable share of the market.
PESTLE

4MARKETING
Political: There exists various taxation las as well as supply chain legislations and rules which
are to be followed by any organization functioning in Saudi Arabia. Laws like:
 Labor laws
 International trade agreements
 Consumer safety product regulation
 Product safety laws
Economical: The sporting goods are often considered to be of a leisure category and for this
reason, the target audience varies. Furthermore, labor issues also effect the firm.
Social: The perspective of the consumers matter and the designs and type of products of Lee
Sporting goods need to match the mindset and consciousness of the shoppers.
Technological: The smart sportswear opportunities and use of advanced technology while
manufacturing.
Legal: The legal aspects comprise of patents and trademark of designs
Environmental: Banning use of hazardous substances while manufacturing forms an essential
part of the environmental factor (Hill, Jones & Schilling, 2014).
Competitive advantage and building methods.
Hence, the nearest competitors to Lee are Nike and Adidas. The competitive advantage of
the company is in terms of cost. As the firm is not a popular brand, the price of the products is
comparatively low and the cost of production per unit is moderate.
In her quest to build a competitive advantage, Lee needs to look out for opportunities to
create a niche market for itself in order to gain a larger share among the targeted audience.

5MARKETING
Smart objectives
1. To increase the sales revenue to 75000$ by the end of 2019.
2. To be able to sell 10000 units of products in 6 months.

6MARKETING
References
Armstrong, G., Kotler, P., Harker, M. & Brennan, R. (2015). Marketing: an introduction.
Bettis, R., Gambardella, A., Helfat, C. & Mitchell, W. (2014). Quantitative empirical analysis in
strategic management. Strategic Management Journal, 35(7), pp.949-953.
Harrison, J.S. & John, C.H.S. (2013). Foundations in strategic management. Cengage Learning.
Hill, C.W., Jones, G.R. & Schilling, M.A. (2014). Strategic management: theory: an integrated
approach. Cengage Learning.