Athletics Supreme is a company that has been in business about 10 years selling a variety of athletic equipment. They have observed the growing interest in sportswear and would like to expand their product offering to include a line of sportswear and possibly other related lines. Their goal is to provide their customers with “one-stop” shopping opportunities, maintain their brand identity, and still maintain a profit
Kotler, P., & Keller, K. L. (2012). Marketing management
Unit VI: Marketing Strategy
This section of the Marketing Plan will assess the marketing strategies or the controllables to include the entire marketing mix (4 P’s). Think about the most effective strategies to use with an eye on the target market. Include your rationale and research to support your position. Additionally, you will include a discussion of whether the fictional company has a competitive advantage (or is better than its competitors) with respect to each area. Note: You will discuss competitive advantage four times and should be discussing each area separately.
Explain the product characteristics including the product and/or service qualities, warranties, service contracts, packaging, and branding opportunities. Include rationale.
Discuss whether the company has a competitive advantage with respect to product.
Explain the entire channel of distribution from the manufacturer to the consumer. Think about how the channel aligns with the overall logistics and the location of the physical facility. Include rationale.
Discuss whether the company has a competitive advantage with respect to place.
Explain the pricing strategies and tactics to be used by your company. Research the various combinations of strategies that could be used by the company at different times. Include rationale.
Discuss whether the company has a competitive advantage with respect to pricing. MBA 5501, Advanced Marketing 6
Explain the promotional mix to be used, thinking about personal selling, advertising, sales promotion, internet marketing, and publicity. Think about promotional mediums as well. Include rationale.
Discuss whether the company has a competitive advantage with respect to promotion.
Your APA formatted assignment should be a minimum of four (4) pages in length (not including the title and references pages), allowing for you to adequately discuss all four areas of the marketing mix. Be sure to use the subheadings as given above. Because this assignment is a comprehensive plan, additional research and support should be included. You are required to use a minimum of three peer-reviewed, academic sources that are no more than five years old.
Information about accessing the Blackboard Grading Rubric for this assignment is provided below.