GLOUCESTER SPORTS

Gloucester Sports

Gloucester Sports

Introduction

Gloucester Sports is a UK based company that mainly sells branded athletic shoes. Other than shoes, Gloucester Sports also sells clothing and other accessories. There are a lot of brands that the company has in its tore, some of the main brands are Adidas, Nike, Reebok, Fils etc. Gloucester Sports is a successful athletic store in the United Kingdom and is looking to expand its operations globally.

Gloucester Sports earns substantial revenues. Though there are competitors present in the country, in the footwear industry, Gloucester Sports has a competitive advantage over them. Based on the competitive advantage, Gloucester Sports has made the decision to enter new markets. The competitive advantage that Gloucester Sports has over other companies is that it has all the brands under one roof, so the customer does not have to go to any other store.

Entering a new market requires a lot of analysis and planning to be done. In the same way, Gloucester Sports also requires planning and analysis to be done, and strategies to be made. This paper will analyze the macro-environment and will also focus on one aspect of the business and will then formulate a risk and issue report for the company (Thomas & McDaniel, 2004, pp. 288). The results will be presented after a thorough analysis the macro-environmental situation and the footwear industry analysis.

Market Analysis

Analysis of the market of the country will help the company in ensuring a profitable business in the country (Croft, 1994, pp. 27). Gloucester Sports should analyze the markets of the country as below:

Macro-environmental analysis

The macro-environmental analysis is carried out by analyzing the political, economic, social and technological factors of the country, which is commonly known as the PESTEL analysis.

Political

The political situation of the United Kingdom is very stable. The situation is very stable, which means that the country is able to operate in an environment which is helpful for the company (Shaw & Onkvist, 2004, pp. 33). Gloucester Sports has strong support of the government of the country in which it operates which means that the company has a good backup support from the government. The political situation of the company does not hamper the smooth operations of the country and helps it in running effectively.

Economic

The economy of the United Kingdom is very strong. Sports industry has been one strong contributing factor in strengthening the economy. The company has been able to contribute a huge deal to the sports industry which means that the company is operating in a country that has a booming economy, and that is able to bring about a change in the industry. The company is doing a great job, and the economy has been a helping factor in the company's success. The overall outlook of the British economy is positive which means that the business has a bright future in the country.

Social

The social class of the country is very trendy and fashionable. The target market of Gloucester Sports is men, women and children. People who are the target market ...