Global Sports Marketing: Skillskin's Netball Glove Analysis Report

This report provides a comprehensive analysis of the global sports marketing landscape, focusing on Skillskin, a company specializing in netball gloves. The report begins with an introduction highlighting the importance of protective gear in sports, particularly netball, and introduces Skillskin's product ...Read More

Running head: GLOBAL SPORTS MARKETING
Global Sports Marketing
Name of the Student
Name of the University
Author Note

1GLOBAL SPORTS MARKETING
Table of Contents
Introduction:...............................................................................................................................3
Mission Statement:.....................................................................................................................4
Market Overview of the selected countries:...............................................................................4
SWOT Analysis:........................................................................................................................5
Strengths:................................................................................................................................5
Weakness:..............................................................................................................................6
Opportunity:...........................................................................................................................6
Threats:...................................................................................................................................6
Marketing Objectives and Strategies:........................................................................................7
Strategies:...............................................................................................................................7
Conclusion:................................................................................................................................8
References:.................................................................................................................................9

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Introduction:
The significance of utilizing the protective materials for the players is observed t
increase in a substantial manner in the modern world of sports. Majority of the professional
teams that are playing in different leagues and sporting associations are observed to be
inclined towards ensuring the safety and security of their players in an efficient manner, In
such situation, Thomas et al. (2019) mentioned that the teams try to ensure that their players
are fit and active for the actual match days and in achieving the same, the teams have a
tendency of utilizing protective materials for their players to ensure they do not take up any
sort injuries during the practice sessions. Along with that, Giersch et al. (2019) claimed that
the success of the teams in ensuring that the safety and security of their players is well
managed during the adverse weather condition, is primarily dependent on their ability in
providing the protective gears to the players.
Though the utilization of such protective gears during the playtime is dependent on
the approval of the governing body of the sports, the concept is primarily similar to that of the
workplace health and safety for the employees at the organizational context. The study is
based on a sports named as Netball. As the sports is played across the globe at different
weather conditions, it becomes difficult for the players to protect themselves from injury. The
study is based on one such solution in the form of netball gloves developed by Skillskin. The
study presents a brief internal analysis with the application of the SWOT framework. Along
with that, the study provides a brief overview of the company. Other than this, the study
delivers an important understanding of the craze of netball in two different countries which
are Israel and UAE. Along with that, the study informs regarding the marketing strategies and
objectives that the company is expected to undertake for promoting their products in the
stated countries.

3GLOBAL SPORTS MARKETING
Mission Statement:
The company is determined in safeguarding the netball players from the injuries in an
efficient manner and one of the prime responsibility of the company is to ensure that the
players are able to deliver the desired performances irrespective of the weather and climate
condition. The products of the company are efficient in delivering optimum level of cold
weather protection to the netball players.
Considering the overview of the company, it is evident that the founders of the
organization had the experience of playing various outdoor games and that included netball
as well. The creation of the company and the formulation of the products of the same, are
observed to be based on the trouble that the founders of the company faced during their
playtime. As per the comments of co- founder, Jennifer Williams, the company are primarily
inclined towards reducing the discomfort that the players face during their time of play with
such products that are scientifically designed for delivering maximum comfort to the players
during scorching heat, cold weather (Skillskin.com 2020). Along with that, the products of
the company are of great significance in preventing injury of the players and in improving the
ball handling techniques which makes it much required for each and every sportsperson.
Market Overview of the selected countries:
Two selected markets are Israel and United Arab Emirates. With a detailed
consideration towards the selected nations, it is visible that both the countries are national
members of the International Netball Federation (Netball.sport 2020). Though the countries
do not have substantial practice of the game, however, the interest amongst the general
citizens is increasing in a noteworthy manner and that is prominent with the formation of the
league structures in the nations. At the same time, the netball sporting activities are attracting
the younger generation as well which is visible with the formation of the junior league

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structures. Hence, the main factors for the selection of these two countries, are the enhanced
urge amongst the general citizens of the nation in participating in the netball sporting
activities. Though, there is considerable amount of debate regarding the number of players or
individuals participating in the netball activities in both the nations, however, the
approximate number of registered netball players in Israel is observed to be 1000 (Tal 2020).
On the other hand, the number of registered netball players participating in UAE or
more specifically in the Dubai netball league, is approximately 1200 (Englandnetball.co.uk
2020). Other than the registered players, there are countless number of individuals who are
observed to have the tendency of practicing the game which certainly is increasing the craze
of the game in both the nations. Apart from netball, the gloves that SkillSkin makes, can be
used in various other sports as well. UAE is observed to have greater presence in Cricketing
activities in recent times and the application of the Skillskin gloves during the fielding
practices haste potential of safeguarding the players from other injuries. In addition to this,
the gloves can be used for safeguarding the players who participate in the sporting activities
such as the rowing and golf. With a deep consideration towards the sporting culture of Israel,
the usage of the gloves for the players who take part in the rowing, football and hockey will
be substantial. Israel have 901 number of registered players playing the game of hockey
along with 350 number of registered players playing football (Football.org.il. 2020). On the
other hand, UAE is observed to have more than 100 registered players representing the nation
at various age levels of the game of cricket (Emiratescricket.com. 2020).
SWOT Analysis:
Strengths:
The excellent designing capability is one of the fundamental strength of the company.
The ability of the company in including certain features such as the no external seams, wrist

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support and skin tight fit are observed to have greater significance for the company
(Skillskin.com 2020).
Apart from this, the high quality of the products which is prominent with superb grip,
comfort along with a series of popular contemporary colours, is playing a massive role in
influencing the purchase intent of the customers (Skillskin.com 2020).
Weakness:
One of the fundamental weakness of the Skillskin products is seen to be the
incapability of the company in promoting their products in a professional manner. The lack of
awareness amongst the general citizens and the sports enthusiasts regarding the product
highlights the low capability of the company in promoting their product.
Opportunity:
With a detailed consideration towards the pricing policy of the company, it is evident
that the company is apply value based pricing which makes a pair of gloves to £14.99
(Skillskin.com. 2020). Having said that, the company has the scope to penetrate the low
income groups in a more efficient manner with the application of low pricing.
Along with that, the company has the scope to promote their products in a more
professional manner with the marketing their products in different social media platforms
such as Facebook, Instagram and Twitter (Skillskin.com. 2020).
Threats:
The primary threat for the company is the increasing charges of the human resources
that they employ for the development of the products (Kolovos 2016).

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Along with that, the increasing costing associated with the raw materials used for
manufacturing purpose, is also a major concern for the company in conducting sustainable
business.
Marketing Objectives and Strategies:
 The primary marketing objectives for the company is to enhance the brand awareness.
 The company has the objective to educate the general citizens and the sporting
professionals regarding the impact of the products on their safety and security during
their play time.
 A substantial increment in the revenue of the company is an important marketing
objective of the company (McDONALD 2016).
 An efficient improvement in the awareness of the general individuals regarding the
usage of the products is a noteworthy marketing objective for the company.
 An efficient elaboration regarding technology used in the design of the products and
features of the product, is a major marketing objective for the company.
Strategies:
Utilization of YouTube for creating promotional videos elaborating the business
actions and the product offerings of the company.
Creation of marketing content that effectively educates the general citizens and
sporting professionals regarding the features and excellence of the products that the company
is offering (Ashley and Tuten 2015).
Forming association with the nation -wide recognized sporting idols for promoting
their business products and services (Lee, Kozlenkova and Palmatier 2015).

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Establishing an efficient customer relationship management system for managing the
customer queries in a professional manner.
Creating customer interactive marketing approaches that have the potential to improve
the involvement of the customers with the company in an efficient manner.
Conclusion:
On an ending note, it is visible that the products of Skillskin has the ability to
safeguard the sporting professionals in an effective manner. The products provide
considerable amount of comfort to the players during the time of their play in adverse climate
condition. The company is seen to apply value based pricing for their products. Having said
that, the company is primarily limited in generating sufficient amount of awareness amongst
the general citizens and sporting personnel regarding the excellence and usage of their
products, In order to improve their ability in attracting the customers, the company has the
necessity to conduct their marketing activities in a more professional and customer interactive
manner.

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References:
Ashley, C. and Tuten, T., 2015. Creative strategies in social media marketing: An exploratory
study of branded social content and consumer engagement. Psychology & Marketing, 32(1),
pp.15-27.
Emiratescricket.com. 2020. ECB. [online] Available at: https://www.emiratescricket.com/
Englandnetball.co.uk 2020. UAE scores a place on the World Netball Court - England
Netball. [online] Available at: https://www.englandnetball.co.uk/uae-scores-place-world-
netball-court/
Football.org.il. 2020. football. [online] Available at: https://www.football.org.il/
Giersch, G.E., Castellani, J.W., Girard, O., Grundstein, A.J. and Sarnat, S.T.E., 2019. Other
Environmental Considerations for Soccer Athletes. Elite Soccer Players: Maximizing
Performance and Safety, p.355.
Kolovos, E., 2016. Performance measurement with effort based costing. Case Study in
Human Resources.
Lee, J.Y., Kozlenkova, I.V. and Palmatier, R.W., 2015. Structural marketing: Using
organizational structure to achieve marketing objectives. Journal of the Academy of
Marketing Science, 43(1), pp.73-99.
McDONALD, M.A.L.C.O.L.M., 2016. Strategic marketing planning: theory and practice. In
The marketing book (pp. 108-142). Routledge.
Netball.sport 2020. International Netball Federation. Home - International Netball
Federation. [online] Available at: https://netball.sport/
Skillskin.com 2020. Design. [online] Available at: https://skillskin.com/pages/design

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Skillskin.com. 2020. SkillSkin Glove. [online] SkillSkin. Available at:
https://skillskin.com/products/skillskin-glove
Skillskin.com. 2020. SkillSkin Netball Gloves. [online] Available at: https://skillskin.com/
Tal, S. 2020. Development. [online] Israelnetball.org.il. Available at:
http://www.israelnetball.org.il/about-us/israel-netball-development.html
Thomas, C., Ismail, K.T., Simpson, R., Comfort, P., Jones, P.A. and Dos' Santos, T., 2019.
Physical profiles of female academy netball players by position. The Journal of Strength &
Conditioning Research, 33(6), pp.1601-1608.