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The new enterprise will be known as the T-sportswear Company limited. It is a company whose main goal and objective will be to manufacture, distribute and sell sportswear clothes such as T-shirts, shorts, pants, socks, shoes and any other product affiliated to sports. The product will be designed uniquely so that it attracts many athletics in the entire world. The main features of these sportswear products are that it can be worn both during the winter and also during the summer seasons. The products are designed in a such a way that during the winter, it can provide warms for the athletic and during the summer period the clothes are have a cotton layer which serves to absorb the heat and sweat thus making the athletic more comfortable. The top of the sportswear will be manufactured using nylon and a layer of cotton will be at the inner part of the sportswear.

This paper aims at developing a new product in the sportswear and apparel market and attempts to explain how the new product will be positioned in the market. The paper gives details about the customers targeted, the competition analysis and the research methods to be used to determine brand awareness by the consumers. The survey will help determine the ways of acquiring new customers.

Industry

This company falls under the textile industry but it will specialize on athletic sportswear category. The sportswear is one of the industries which in the recent years evolved from just a product line targeting small and certain markets into mainstream fashion product. There has been clear division between fashion and performance, style and function, informal and formal.

Customers

The company targets customers from the sports industry. These customers include footballers, athletics, rugby players and all other sports men in other sports. The company will also target the large number of people who support particular teams. Recently there has been a growing trend of football club funs that form a large number of customers for these sportswear clothes.Most customers however, buy athletic sportswear for casual, leisure and sometimes for exercise or actual sport (Currie, 2014).

Competitor analysis

The sportswear industry has many competitors some which have been in business for many years. Some of these competitors include companies like Nike, Adidas/Reebok, and the Under Armour. These are large firms in the sportswear industry which make competition very intense. These companies have attained economies of scale and have a large capital level.

In this industry the markets are continuously changing and there has been emergence of various new types of fashions or gears which bring about change in the marketplace. Consumers buy new gears, apparel, fashion and footwear. Globally the athletic apparel and sportswear industry experienced a very strong growth within the last five years and there high chances of increased growth in the future. Nike, Adidas, Puma and Asics are the major brands and combined they account for atleast 30 per cent of the market share. Nike brand is the leading competitor in the market with a market share of 20 per cent as per the research done in 2012 then followed by Adidas. The other players in the industry include Under Armour, Asics, New Balance, K-Swiss and Vans. However, even though Nike, Adidas are the biggest players in the athletic apparel industry, leave a large gap in the apparel business. The companies seem to major only on athletic shoes. Still a big market share is yet to be covered. Nike is the leading brand of the footwear and the apparel market with a market share of 20 per cent followed closely by Adidas with a market share of 15 per cent. In the United States region Nike has a market share of between 21- 31 per cent versus Adidas which has a market share of between 8-10 per cent. Adidas has the largest share in the emerging markets with 32 percent as compared to Nike which has 20 percent (Bowen, 2014).

Market research plan

To be able to penetrate in the market which is already dominated by big companies with large market share the company will have to make a market research plan. The following procedure will be followed to develop the market research plan.The first step will be to define the marketing challenge and set a survey goal which help focus the market research. For T-sport Company the marketing challenge is entering in a market which is already dominated by big companies. The company will do research on areas such as brand awareness which will determine the brand position as compared to the competitors. Target audience- the company will do a research to determine the target audience for the product. This will in crafting a message which will be relevant to the audience. The company will also carry-out a research to determine how it will acquire new customers and retain them. Secondly, the market research plan will involve crafting of the survey questions. Relevant questions will be formulated to avoid misleading answers. Thirdly, the market research plan will involve distributing the research survey. This will involve determining the market sample size, the method of survey distribution. The fourth step will be to review the data obtained from the market research. This will involve processes such as cleaning the data, analyzing the data to determine if the questions were correctly answered and then use data visualization methods to display the data such as bar graphs, pie charts and info graphics (Driscoll, 2011).

Primary and secondary research

The company will use primary research methods such as interviews, observation and surveying to determine how the brand is positioned in the market. The secondary research methods to be used include reading journals, sports industry magazines and reading about the company profile.