PRINCIPLES OF MANAGEMENT

Principles Of Management

Principles Of Management

Introduction

More recently, sport marketing has been divided into two distinct categories: marketing of sport, and marketing through sport. In examining marketing through sport, it is important to specifically discuss: sport-themed traditional marketing, sport-segmented traditional marketing, sport sponsorship, endorsements, venue naming rights, and licensing (Dees, 2008, 21).

To create a point of differentiation, it is important to have a fundamental knowledge of marketing of sports—which includes both spectator and participation sports. For spectator sports, marketers aim to increase the number of fans in attendance, and the ability of fans not in attendance to view their sporting events on a host of media options (free-to-air television, cable television, satellite television, Internet, radio, satellite, sport-specific channels, and mobile/cellular phones). Marketers of participation-focused sport organizations concentrate on increasing the number participants and the frequency of participation within a specific sporting activity such as golf, Little League baseball, ice hockey, recreational softball, or health and tennis club memberships.

Task 1: Planning

Sportsuchtig will leverage its expertise, product offerings, and marketing strategy to increase its customer base while driving sales and profit. The following sections review the various strategies that will support this effort.

Sportsuchtig will approach retail sales from a salesperson-customer relationship basis. All sales associates will be trained and encouraged to assist customers in a personal manner, utilizing first names and asking the questions needed to provide the customers with the services they desire. The current Point-Of-Sale system is already set up to collect the customer's name, address, and purchases.

We want our customers to come back and specifically ask for a salesperson by name, because they were so satisfied with the service previously provided. Currently the format of the retail store separates the customer from the merchandise. The customer must be assisted by a salesperson or they cannot touch or browse the merchandise. We believe this leads to walk-outs when all the available salespeople are tied up assisting other customers. Usually, these customers will leave and never return. We plan to reformat the store so that the products will be showcased via lifestyle merchandising that inspires and promotes multiple purchases. We look to create a strong visual impact, creating an invitation to touch and purchase.

In order to provide the customer with the most up-to-date products on the market and a wide selection, we will attend sporting goods trade shows which showcase all of the products manufactured within the sporting goods industry. Attending shows and seminars will not only allow us to ensure our product mix is current and up-to-date, but will also provide us with fresh, new store merchandising and display ideas. To stay abreast of market and product trends, we will utilize trade publications, trade associations, and their associated Web sites.

It is the goal of ABC Sports to offer selection and quality at a value to the consumer. Our pricing structure will support a 25-35% gross margin and position us competitively within the marketplace. Seasonal promotional offers, discounts for end of season, and sale "events" will encourage additional sales and multiple unit ...