Task Aii Aiii DSMMCM12

Task Aii

The Strategic Direction

Davies Sports currently sell personalised football Team Wear range.

There is opportunity to expand the range to offer additional personlised sports kits as Davies Sports main competitors do not offer the same service.

Our Decision

1^st priority is to offer the swimwear range as we feel this would be a marketing opportunity as recent reports stating that 40% of children are unable to swim. This product offering will be highly supported the Government as there is a urge to get children swimming. Steve Parry’s celebrity endorsement will help increase raising brand awareness and influence consumers purchased decisions as it will create a high level of public interest. It will also create differential competitive advantage among competitors.

Our decision

We feel that strategic direction 1 should be the core focus because it will increase opportunity for customers to make swimwear purchases and allow cross selling. Due to a very competitive sports market we feel that direction two would be time consuming and difficult to accomplish. However we feel that there is also an potential risk traffic could be slower than anticipated. Improving website traffic will also result in increase demand, therefore we have chosen not to focus on direct two as it will be achieved on our focus on direction one.

Task Aiii

 

Chosen Approach

In order to achieve our strategic direction we feel PPC will be our best source to increase website traffic which will intern create higher brand awareness. Taking into consideration its advantages, in the given time frame it will allow for instant results and be less time consuming. Using PPC social media websites such as Facebook and Twitter will improve coverage and increase awareness as they have a huge target market creating opportunities such as directing people to Davies Sports website.

Using SEO marketing would be extremely time consuming due to the high volume of sports companies. Affiliate marketing we feel would be the wrong direction because as a company we want to be customer focused and would be unsure if the information given by the affiliate was correct.