Instructions Marketing Presentation For this assignment, you will be taking on the role of marketing manager for the organization that you researched that is attached. Within that role, you will nee

ATHLETICS SUPREME COMPANY 10

Athletics Supreme Company

Name

Institution Affiliation

Athletics Supreme Company

Introduction

Athletics supreme is a large company founded in 2005 that supplies a variety of athletic equipment worldwide. Its primary target areas are the USA, Asia Pacific, and Europe. The company holds a huge position in the athletics industry due to the innovative and attractive designs of its high-quality products and proper marketing strategies. The company targets its markets based on the current financial status of the potential customers. Therefore, the company's products are affordable to low and high-income earners (Faisal, 2016). It also considers age in that its products can be consumed by the young and the old. Generally, the company has adequate strategies to attract a large number of customers hence maximizing its profits. The company's profile has a positive public image for the last ten years due to its logo associated with supremacy. The company's goals are providing high-quality products, ensuring that its products are readily available to the target market, meeting the different needs of potential customers based on their age, level of income, race, geographic factors, and many other factors.

Competitive Analysis

The competitive rivalry in the industry is due to other related companies, including Adidas and Puma. For example, Adidas is so flexible that it quickly adapts to consumers 'preferences and technology changes compared to Athletics Supreme (Jacobi, 2017). Therefore, Athletics Supreme should adapt to the changes quickly to avoid loss of its market. Puma has three segmentation strategies that have continued to help it increase its profits at large. The strategies are demographic, geographic, and psychographic. Demographic splits the target market according to age, life stages, and level of income, religion, race, and nationality. The geographic strategy considers the target market based on their location, language, and ideologies. Psychographic analyzes the population's lifestyle, activities, and interests at large.

The company's strengths include the strategic location of its stores. Many stores are located in urban areas where the population is dense hence access to a large market (Manning, 2016). It has excellent customer services like free delivery of products at the customers' doorsteps that promote retaining customers and attraction of new ones. However, the company has an inadequate supply chain system that hinders its ability to compete with Adidas and Puma favorably. It is also not flexible enough like Adidas to absorb various price increases due to the smaller scale and the national competitors.

Marketing Strategies

Athletics Supreme Company has marketing strategies in its management of the global customer brand: product strategy, promotional strategy, pricing, and place strategy. In the product strategy, the company offers sportswear, including footwear and apparel for various athletic games. The sports apparel and accessories suit men, women, and children. Also, the products are of different designs and quality. Besides, the sportswear from the company is well packaged to satisfy customers. Different colors and brands are used to differentiate products to meet potential consumers' different needs (Faisal, 2016). The company has a competitive advantage due to its proper branding that improves the customer experience. The brand is also associated with power, greatness, superiority, and excellence, hence holding a better position in the industry. The brand name is easy to remember hence enhancing memorability in the minds of potential customers.

Promotional Strategy

Athletics Supreme Company broadly considers the accessibility of the store locations. Also, newspapers are used for advertising the company's products to the targeted customers. The company utilizes various famous athletes to serve as ambassadors of their sportswear apparel in different countries, promoting its brand worldwide. Typically, the athletes wear the apparel during various international events in their respective countries. Athletic Supreme sponsors various sporting events to promote their sport wear brands. The strategy increases brand loyalty hence increasing sales. Electronic media is also used to promote the brand and increase its sales. Electronic media involves the use of radio, televisions, and websites (Faisal, 2016). Athletics Supreme employs displays that feature various athletes wearing its sportswear.

Pricing

The company's pricing is designed uniquely. The company gives price tags to its apparel and accessories depending on its target market (Mühlbacher, 2018). Therefore, its products have different prices for the high-income earners and low-income earners. Eventually, each customer feels satisfied with the pricing hence maintaining customer loyalty. Athletics Supreme utilizes vertical integration in the pricing, which involves using a variety of operations that control the costs and influencing the product pricing.

Place Strategy

Athletics Supreme Company has many stores across the globe. It utilizes many retail outlets to sell its sportswear products in different countries. In the international markets, the company sells its products through various subsidiaries, independent distributors, and licenses. Besides, the company has production facilities in other countries' customer service and other operational facilities across the world (Mühlbacher, 2018). The independent distributors and subsidiaries help the company sell its sportswear to the final customers. They make it easy for sportswear to be readily available and accessible to the customers at all times. Eventually, the company becomes very reliable to its potential customers hence increasing loyalty among consumers.

Place strategy outlives where the company will sell its sportswear to gain a large market share and consumer purchases. It is sometimes related to the distribution strategy that includes means through which the company can reach its customers. The distribution channels include physical stores that offer various products to the customers through a front-end retail location. Wholesale makes use of third-party vendors to distribute its sportswear products to its customers. Direct sales involve the use of internal sale groups that reach potential customers through online portals, telemarketing, or even direct mail offerings (Mühlbacher, 2018). Lastly, a sales representative approach utilizes field sales staff who travels worldwide to on-site locations to facilitate customer purchases.

An effective marketing strategy is believed to combine the four Ps. The 4 Ps in Athletics Supreme is designed to meet its objectives by providing its customers with value. The combination of the 4 Ps greatly influences establishing the best positions within the company's target markets. The four Ps are also interpreted as the four Cs because they put the customers' interests ahead of those of the seller (Mühlbacher, 2018). The four Cs represent customer solutions, customer cost, convenience, and communication. It means the customers want to buy value or a solution to their problems, know the total cost of acquiring a product, and quickly access the products and services. Lastly, they want two-way communication with the company making the product. However, each activity has its weakness, and the marketing mix is not an exception. Its weaknesses include omission and underemphasizing some essential marketing activities. Services are not explicitly mentioned but are categorized as products. Also, the packaging is not explicitly addressed but is placed within one of the four P groups.

Competitive Advantage

The four Ps give Athletics Supreme a competitive advantage in the sportswear industry. Product strategy gives the company a competitive advantage due to its appropriate branding (Gjerde et al., 2018). The company's products are branded with the company's name, which is believed to be a superior company that provides high-quality products. Therefore, whenever the potential customers spot the sportswear accessories and apparel with the brand name, they purchase them because, in their minds, the brand name is associated with power, superiority, greatness, and excellence.

Place strategy enables the company to compete favorably within the industry through the use of retail stores. The Athletic Supreme stores ensure that the sportswear is always available to the customers when they require them (Gjerde et al., 2018). It is essential to know that accessibility is a crucial factor in maintaining a continuous flow of sales within a company. The culture helps in building brand loyalty hence retaining the potential customers and also attracting new ones. The company's sales representatives enable it to sell its sportswear to the final customers across the world. Through these representatives, the company's products are accessible and readily available to the customers at all times.

Athletics Supreme Company's pricing strategy gives it a competitive advantage because the price tags for its products are designed to suit both low and high-income earners. Therefore, the company's products are affordable to many consumers hence increasing its sales. The company also offers discounts to its customers, which increases its competitive position compared to the competitors (Gjerde et al., 2018). Athletics Supreme has a low production cost that enables it to sell its products at an affordable price hence holding a better position to compete favorably in the industry. Lastly, the company's promotional strategy gives it a competitive advantage because its brand is well-known in many countries due to the provision of sponsorship of athletes during international events like the Olympics. The creation of awareness about the company's greatness is made through adverts in the electronic and print media hence targeting a large market, which maximizes the profits incurred.

Conclusion

The Athletics Supreme is a large company with an excellent customer experience since it was founded in 2005. Its competitive analysis utilizes the SWOT analysis that outlines the strengths that give it a competitive advantage. The SWOT analysis provides the company's weaknesses, which ought to be addressed to boost its sales. The marketing strategies in the 4 Ps give the company a competitive advantage in distinguished ways; hence they should be made the company's culture to promote its growth and development.

References

Faisal, A. (2016). Marketing Strategies in Online/Digital Marketing. Account and Financial Management Journal. https://doi.org/10.18535/afmj/v1i8.01

Gjerde, Ø. Knivsflå, K., & Saettem, F. (2018). Evidence on competitive advantage and superior stock market performance. Managerial and Decision Economics, 31(4), 277-301. https://doi.org/10.1002/mde.1488

Jacobi, G. (2017). Financial tools for competitive analysis. Competitive Intelligence Review, 3(2), 14-18. https://doi.org/10.1002/cir.3880030206

Manning, G. (2016). Competitive analysis 101: A guide to getting started. Competitive Intelligence Review, 3(2), 31-33. https://doi.org/10.1002/cir.3880030210

Mühlbacher, H. (2018). Strategies marketing. Décisions Marketing, 23, 7-9. https://doi.org/10.7193/dm.023.07.09