MT 450 PG Adaptive Sports Global Marketing Strategy Project

User Generated

YbirOht88

Business Finance

MT 450

Purdue Global University

MT

Description

Unit 1 Assignment:

The following Course Outcome is assessed in this Assignment:

MT450-1: Examine how marketing strategies influence marketing decisions.

Introduction and instructions: In this Assignment you have the opportunity to demonstrate your understanding of concepts from your reading as applied to a simulation. First read the background concerning the scenario Adaptive Sports Global (ASG) company. Then view the simulation provided all the way through to gain a glimpse of what it might be like to work as a marketing product line manager in a well-funded startup company.

The second simulation will provide details you need to understand to more successfully complete the Assignment. Once you have thoroughly viewed the second simulation at least once, address the required checklist items below to complete the Assignment.

Read Adaptive Sports Global (ASG) background information needed for this Assignment.

Scenario: Adaptive Sports Global

-View the meeting of the marketing director at Adaptive Sports Global (ASG), and the

marketing management team meeting, to begin to develop the marketing strategy and marketing plan.

-View the simulation for details for the Assignment below.

  • Choose one of three product lines listed below for which you want to be responsible. Then respond to all the checklist items.

The first products within each of these three product lines that ASG will introduce to the market in three months (in the colors of red, navy, white, blue, black, green, and grey-unless otherwise stipulated) are:

Product line 1. Winter line:

Ski poles that convert to adjustable shock resistant hiking poles with a push of a button.

Skis that become snowshoes. Retractable length and when a button is pushed, cleats descend.

Ski boots (black or brown) that adapt to sleet, ice, or snow and/or unstable terrain, with retractable cleats; these boots can even be used for golfing.

Snowboards (ultra-aqua; navy; grey with logo) with lightweight retractable legs that become benches.

Product line 2. Spring/Summer/Fall line:

Boat and parasailing sails that adapt to wind, rain, and temperature conditions. They come in sizes for standard craft and in several colors. Parasails also double as tents.

Tennis rackets that convert to racquetball rackets with a collapsible shaft that stays stable under any normal use impact conditions.

Hiking/walking shoes (brown or black) that are waterproof but breathable and elevate when thick mud or rain are detected.

Surf boards (white/blue stripes; blue, white stripes) that have collapsible legs to convert to beach lounges.

Product line 3. Apparel: Hats, helmets, vests, and jackets (male and female lines): Fabrics and materials that adapt to the wearer’s temperature as well as the ambient temperature and that are sustainably made in the United States (US).

Checklist: Based on your analysis of the information provided regarding ASG and the simulation details provided above:

  • Describe the company’s core competencies based on the limited information in the scenario.
  • Provide a general company SWOT analysis based on the company scenario.
  • Explain which of Porter’s three overall marketing strategies from the Learning Activity the company should use, and why.
  • Identify your chosen ASG product line.
  • Summarize the competition to your chosen product line as found on the Internet.
  • Explain the distribution strategy that should be used for this product line. Should ASG consider strategic alliances for your product line? Why or why not?
  • Analyze how your chosen marketing strategy (from Porter) shown above impacts what the 4 P’s will be for one (1) of the products from your chosen product line.

Respond in a minimum 350- to 500-word document in Microsoft® Word® in addition to the title and reference pages using APA format and citation style.

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Explanation & Answer

Attached. Please let me know if you have any questions or need revisions.

Running Head: THE ADAPTIVE SPORTS GLOBAL

The Adaptive Sports Global Marketing Strategy
Student’s Name
Institution Affiliation

1

THE ADAPTIVE SPORTS GLOBAL

2

Adaptive Sports Global Competencies
Adaptive Sports Global (ASG) is a prospective sports company that is to be
headquartered in the US. The company is planning to introduce three product lines but this
project will only focus on Product line 3: Apparel. The company exhibits various competencies.
To begin with, the company has a strong innovation capability as demonstrated by its ability to
conduct market research aimed at informing its new product development. The entity uses up to
two weeks to collect data that reveals new information that can be used to drive its innovation.
Secondly, the case indicates that ASG embodies great technological competency as it uses robots
for production that offers benefits inform of increased productivity and cost-effectiveness.
Thirdly, green production and the pursuit of environmental sustainability qualify as
competencies as ASG has based its business model on these two aspects. Its direct-selling
strategy is another competency as will use its website to connect directly with consumers. Here,
ASG stands to draw higher revenue and understand consumer expectations at a deeper level.
Adaptive Sports Global SWOT Analysis
Strengths
❖ An agile production system









A strong focus for customer satisfaction
Low labor cost
Green and Lead certification
Strong technological capability
Opportunities
Establish more distribution channels
Pursue undeserved markets
Increase product lines
Disrupt other market segments

Weaknesses
High maintenance cost for robots
Only a single production zone globally
Single distribution channel

Threats
❖ Emerging competitors such as Alibaba.com and
Nike
❖ Changing customer needs
❖ Changing regulatory environment
❖ Strong competitive pressures

THE ADAPTIVE SPORTS GLOBAL
Suitable Porter’s Marketing Strategy
The cost focus strategy would be a perfect strategy for ASG whereby the company woul...


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