Dicks Sporting Goods

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Strategic Recommendations for Dick's Sporting Goods …

Strategic Recommendations for Dick's Sporting Goods
-VCU Brandcenter

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  • 1. Evan Vosburgh Everett Ching Jacob Abernathy Chris Trumbull Krystal Plomatos David Canavan Hope Jordan Rachel Stallworth
  • 2. Dick’s Sporting Goods S.W.O.T Team
  • 3. Category Strategy Consumer Hitting a Grand Slam
  • 4. Training for Game Day • 65 Surveys • In-Store Observations & Interviews • Web Crawling • Competitive Analysis
  • 5. 76% of people surveyed agreed that, “I don’t see much of a difference”
  • 6. 76% of people surveyed agreed that, “I don’t see much of a difference”
  • 7. 76% of people surveyed agreed that, “I don’t see much of a difference”
  • 8. Double Marked Large Format Sporting Specialty Sporting Mass Merchandisers Goods Stores Goods Stores
  • 9. Why are you doing well?
  • 10. Consumer Hitting a Grand Slam
  • 11. Who Priority DSG Delivers: Team Families Place for one stop shopping Variety Looking good while working Ath-Leisure Brands out Products that will help them Sports Hobbyists enjoy the sports they love to Low expertise and variety watch and play Equipment that will make them High expertise and variety Competitive Enthusiasts formidable enough to compete Advanced level equipment and Competitive Elitists X a serious competitive edge
  • 12. Athlete's Hierarchy of Needs Draft Pick Championship Ring Self-actualization Letter Jacket Esteem Personal Records Team Dinners, Halftime Huddle, Love/Belonging Spirit Bags Shin Guards, Jockstrap, Safety Mouth Guard Physiological Ball
  • 13. Category Consumer Target the Fans and Just for Fun Hitting a Grand Slam
  • 14. Sports for all?
  • 15. Category Return to what sports are really about Consumer Target the Fans and Just for Fun Hitting a Grand Slam
  • 16. Love of the game
  • 17. What love of the game means • Own-able • Feeling we can rally around • Elevates the brand
  • 18. Category Return to what sports are really about Strategy Consumer Target the Fans Stand for Love and Just for of the Game Fun Hitting a Grand Slam
  • 19. Love of the game at every touch point Employee In-Store Outside the Experience Experience Walls
  • 20. Where we Are
  • 21. Where we Are
  • 22. #1. Employee Experience • Higher Calling • DSG Playbook • Incentivized Ongoing Learning
  • 23. #2. In-Store Utility Destination
  • 24. #2. In-Store Functional Utility Destination
  • 25. Interactive Tower
  • 26. Play before you Pay
  • 27. #3. Outside the walls • Know about you & what you are doing
  • 28. #3. Outside the walls “If you did it and didn’t tell anybody, you didn’t do it.” -David Ogilvy
  • 29. Measurability • Internal – Employee turnover & satisfaction surveys • In-Store – Foot Traffic & Equipment Demos • Outside the Walls – Web Metrics & PR
  • 30. Category Return to what sports are really about Strategy Consumer Target the Fans Stand for Love and Just for of the Game Fun Hitting a Grand Slam