Power point for Marketing plan

Sport Marketing Plan: Sky Online Basketball Store

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Sport Marketing Plan: Sky Online Basketball Store

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Sport Marketing plan for Sky Online Basketball store

Chad Wilson

KINS 5433

4/15/2019

Introduction

Sky enterprise is an online store located in Houston. The store focuses on selling basketball products online. The mission of the store is to ensure that the community can access basketball products at a convenience. The store has enough employees who can attend to a large number of customers at a go. Sky enterprise strives to provide the best service to customer satisfaction (Wu&Tseng, 2015). The products being sold will range from, balls, jerseys, sneakers. The store also sponsors players to help in marketing strategies. The store has a wide range of programs that ensure that the community is satisfied with what it offers(Kuma&Reinartz, 2016). The store offers a good return policy to those clients who are not satisfied with what they received.

Sky enterprise has a website that describes the store as a 24,000 sq. foot facility located in Houston. The store is operational 24 hours a day, 7 days a week. Customers get their products within 24 hours of purchase time. The store also partners with basketball trainers to offer training to youths passionate about basketball. The store's partners with local high schools and colleges to provide them with basketball products. The store has loyal clients who have with since the store was first opened(Ouyang, Hungenberg&Gray, 2018). The store now is aiming to expand and increase the number of clients it serves. The store has always ensured that its members are satisfied, the store has never received complains that would hurt the company. Employees of Sky enterprise are responsible for identifying areas that need improvement. Continuous improvements ensure that customers are always satisfied. Sky enterprise aims to always meet its goals. The store has been operational for the last ten years. Sky enterprise aims to expand its operations, to go beyond the local community.

Vision and Ideology

Sky online store has a vision that covers concepts such as, Transparency, Affordability, Innovation, Integrity, and Reliability. Sky online store is transparent in the way it conducts its activities, all activities are geared towards customer satisfaction(Homburg, Jozić&Kuehnl, 2017). Affordability includes offering quality products at affordable prices for the enterprise to grow the community has to feel that it is part of it. When prices are favorable, the community will be motivated to purchase products. Sky online store strives to provide the latest and top-quality products. Poor products hurt the business by driving away customers. Sky online store aims to be the most innovative store in Houston, clients can just go online and purchase their products at comfort. The store has to earn the trust of its customers, trust is what makes the customers want to come back again and even recommend the store to other customers. The reliability of Sky enterprise online store employees and management is top notch(Homburg, Jozić&Kuehnl, 2017). The vision of the store is to see a community where its customers are satisfied. The enterprise has put in place initiatives that aim to promote the welfare of the community.

Mission of the Store

The mission of Sky basketball store is to offer quality products and quality services, better than that from competitors. Customers from the community are prioritized when it comes to service delivery(Homburg, Jozić&Kuehnl, 2017). Charity begins with loyal clients in the community. Employees at the store are highly qualified and offer the best services to customers. Quite a number of employees at the store have long experiences working with online stores elsewhere. The experience is very valuable to society, the experience makes service delivery easy. The store has put in place that groups members of one locality. Grouping makes the delivery of products simple. The sporting world is changing rapidly and Sky basketball store has put in place designs that allow it to keep pace with the daily advancements in the field of sports. Employees always go through training to ensure that they meet the changing customer demands promptly. The mission is to ensure that when customers get new customers it keeps them for the foreseeable future. Keeping customers means that their demands have to be met with little fuss. To achieve complete customer satisfaction the store has to go beyond its limits(Wu&Tseng, 2015). The store has created a conducive and welcoming environment to all the customers interested in basketball utilities.

Product identification

The largest market to Sky online store is the high schools, colleges, youths and local community basketball sports teams interested in sports products. We offer the best prices for products in the community. Ever since they started its operations, customers have been increasing steadily in numbers(Wu&Tseng, 2015). The large customer participation is what has encouraged the Store to move its services online so that it can expand its operations. The store plans to reach to customers beyond Houston and venture into other new environments. Sky enterprise has a team that has done extensively on and the research data shows promising results for the store. Sky enterprise to benefit all these groups with favor or any form of biases. Quality services are what will ensure that the store attracts more clients.

Sky online store aims to remain in business for a long time by offering services and products that meet what the customers demand(Wu&Tseng, 2015). Apart from offering quality services, the store builds great relationships with its customers, it ensures minimal frictions. From time to time Sky enterprise from time to time ensures that it offers basketball tournaments to the community. When members meet and indulge in sports, they get offered better products at cheap prices. The cheap prices attract them even more. The best thing about basketball is that it has no limits on gender or age. Basketball products can be purchased by anyone in the society. The store has no limits to growth, the only thing that can stop it from growing is offering poor services to customers. Sky online store faces competition from other companies offering sport related products. They provide general services and provide products at cheaper rates. Sky enterprise aims to beat the competition by offering services designed to meet specific customer demands. Sky online store beats competition from other competitors by attracting a younger population with new equipment. By offering sponsorships to them while in high school it makes them be in touch with the store for a long time even others through college.

SWOT Analysis

Through a SWOT analysis the strengths, weaknesses, opportunities, and threats were identified for Sky online basketball store. The strengths of this entity include that is a prioritizes on customer satisfaction, has professional staff with college degrees. The greatest strength is offering reliable services in a convenient way. Another strength for the store is a huge amount of experience that the employees have between them. The experience enables them to deliver quality services better than those from competitors.

Despite the strengths of the store, it has its own weaknesses too. The weaknesses include limited advertisement opportunities, limited space to grow, outdated facility. The store also faces competition from non-profit organizations. Non-profit organizations offer basketball products to schools and this makes it hard for the store to penetrate search markets. Opportunities for growth include updating the facility and equipment, the store also needs to expand its space to make room for more products. Apart from non-profit organizations, many stores dealing with sports products have been opened around the Sky basketball online store. Local stores have increased threats due to their lower prices and newer resources. Sky store targets to be the best online store in the area. Building relationships, ensuring that customers are satisfied and making sure that goals are achieved.

Marketing Goals and Objectives

Sky online store aims to ensure that it offers services relevant to the customers for many years to come. The services and products offered must be modern and appealing to all populations in the community in order to increase its sales hence higher revenue generation. Sky store also aims at adopting processes that ensure customer retention, and maintain the vision of the store. The number of youths who are consuming sports products is increasing daily ((Kumar&Reinartz, 2016). The store is targeting youths, youths are the best consumers of products because they are young and will enjoy the products for long compared the elderly who are aging out. youths are the best group to market the store. Sky store will be using youth to market their products through social media (Tran, 2017). Youths are heavy users of social media compared to the elderly. Social media can reach to a large number of customers in the shortest time possible.

The objectives of the online store are to promote its products and appeal to everyone in the community. The online store will gain more customers through internal promotions. Employees will earn rewards if they bring in customers to the store (Johansson&Kask, 2017). Apart from social media through the help of youthful customers and employees, the online store will use word of mouth to market itself. The online store will maximize the use of Facebook ads to advertise itself(Ramanathan, Subramanian&Parrot, 2017). The ads will show the type of products being sold in the store and how operations are conducted at the store. The operations captured in the ads will be how employees treat customers and how they interact. Researchers at the store have found that Facebook is the powerhouse platform for marketing.

Marketing Strategies

Primary target market

The primary market segments targeted are demographics which include location, age, and gender. So those who work or live will be the highest targets. The age group will be between 7 years to 60 years and majorly the youthful population. The primary targets being marketed to are the youths in local high schools and colleges. The online store targets individuals who play basketball within a 100mile radius (demographic) and those who are passionate about basketball, fans, and spectators (psychographic) (da Silva&Las Casas, 2017). The online store can easily meet the demands of customers within this radius in the shortest time possible. The store will be sending some employees from time to time to watch basketball games so as to get views from customers. Engaging with customers enables the store to know where to make improvements.

Secondary target market

The secondary market segment is psychographics. The secondary market will include those who have a mindset or contemplating changing their ambitions from becoming spectators to start playing basketball(da Silva&Las Casas, 2017). The store is also targeting sportsmen who would like to change their passions from playing others to playing basketball. The online store is looking to becoming a brand leader in this niche. The store will win over customers who are still not convinced by the services being offered by the store. Sky online store has a website where new customers can view the reviews from other customers. Positive reviews will ensure that the online store endears itself to new customers.

Purchasing and lifestyle characteristics

Understanding how customers behave is the key to the success of a business. Understanding customer behavior enables the online store to increase its sales and revenue. Understanding the buying patterns of customers will range from, the psychology of customers, social makeup, social anthropology and the economics of it (Sung, Son&Choi, 2017). The online store will do extensive research on the buying situations of customers, understanding buying situations ensures that the store has something to leverage to customers to their advantage (Ramanathan, Subramanian&Parrot, 2017). Sky online store aims to also understand what makes the customers make purchases. The level of customer decision making. The store will look to make an impression on those customers purchasing products for the first time. And also, the store will strive to ensure that it always meets the requirements of the consumer. If the online store meets the requirements of the customers it will stay in business for a long time.

Marketing Mix elements

Marketing consists of four levels of market control. The levels are product, place, promotion, and price. Product, the online store does not aim at developing products that do not offer value to customers. The store creates products that are easily acceptable in the market. The research in the store has been successful in determining what customers need (Lemon&Verhoef, 2016). They have put in place prices that do not hurt customers and give them value for their money (Ouyang, Hungenberg&Gray, 2018). The prices at the online store are also competitive(Lemon&Verhoef, 2016). The online is well located and customers can easily access services and products easily without going through so much trouble. Sky online store has employed effective ways of doing its promotion, it uses sponsorships in colleges to market its products. The store has also taken advantage of social media to promote its products.

Implementation of the plan

The implementation plan aims to ensure that it meets all its proposed activities. The best way it can achieve all this to assigning members of the store to perform tasks. Doing this will ensure that the store gets the best results. The activities undertaken should be goal oriented. The online store will undertake surveys to get views from customers. Surveys will enable the online store to know which areas it needs to improve on. The company will use social media platforms, Facebook and Instagram to implement its strategies.

Evaluation and Control

Online store stakeholders will have a sit down to check if it has met the objectives and goals. The store will evaluate itself using the surveys it sent out to customers. The survey will determine whether management has met its objective. Evolutions determine whether the store still maintains its strengths or they have changed, it will also use this to improve on its weaknesses. The evaluation will assist Sky online store to ensure that it achieves customer satisfaction. The store has put in place proper control measures that will ensure that customer satisfaction, customer satisfaction will be used to measure the performance of the store. Controls put in place by the stakeholders of the store are timely, it ensures that when customers have complaints, solutions are sought after in the shortest time possible. If the store puts in place and implements all these strategies, it will bring in a lot of customers at the same time increasing sales.

In conclusion, having a proper marketing plan is a proper way to penetrate the market. Sky online store has put in place clear measures and ambitious to ensure that it earns customers in the market. Sky online store has shown that prioritizing customer satisfaction is very important for a business. The best way to win over clients is to produce products that suit the demands of clients, the best way to achieve this is to do enough market research on what the client desires. The store has put in place ways in which it will meet and implement the objectives. Evaluation and control are also important for any business as it has been shown by the Sky online store. When issues relating to the customer arises, they should be solved immediately.

References

da Silva, E. C., & Las Casas, A. L. (2017). Sport fans as consumers: An approach to sport marketing. British Journal of Marketing Studies, 5(4), 36-48.

Homburg, C., Jozić, D., & Kuehnl, C. (2017). Customer experience management: toward implementing an evolving marketing concept. Journal of the Academy of Marketing Science, 45(3), 377-401.

Johansson, T., & Kask, J. (2017). Configurations of business strategy and marketing channels for e-commerce and traditional retail formats: A Qualitative Comparison Analysis (QCA) in sporting goods retailing. Journal of Retailing and Consumer Services, 34, 326-333.

Kumar, V., & Reinartz, W. (2016). Creating enduring customer value. Journal of Marketing, 80(6), 36-68.

Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of marketing, 80(6), 69-96.

Ouyang, L., Hungenberg, E., & Gray, D. (2018). Does a Satisfied Customer Care about Price? The Link between Customer Satisfaction and Price Sensitivity in the Commercial Martial Arts Industry. Journal of Global Sport Management, 1-21.

Ramanathan, U., Subramanian, N., & Parrott, G. (2017). Role of social media in retail network operations and marketing to enhance customer satisfaction. International Journal of Operations & Production Management, 37(1), 105-123.

Sung, J., Son, J., & Choi, Y. (2017). Relationship between motivational factors of online sport consumption and future behavioral intentions among Korean college sport fans. Journal of Physical Education and Sport, 17(1), 269.

Tran, T. P. (2017). Personalized ads on Facebook: An effective marketing tool for online marketers. Journal of Retailing and Consumer Services, 39, 230-242.

Wu, M. Y., & Tseng, L. H. (2015). Customer satisfaction and loyalty in an online shop: An experiential marketing perspective. International Journal of Business and Management, 10(1), 104.