Consumer Behavior Audit for Sports Authority
Grade Received: A In my BAMK-361 Consumer Behavior course we conducted a extensive consumer behavior audit of Sports Authority. During the project I was assigned the role of team leader and was in charge of making sure that everyone on the team had a role and excuted their role properly for the better of our project. During the project we did extensive research on why consumers where not avidly shooping at Sports Authority and choosing other stores to obtain their sporting good needs. During the project our team came up with a reccomendation to possibly help solve the issue that Sports Authority was facing. At the end of the project the class voted for which project they tought was best and ours was voted to be the best in the class. I was very proud of my team and of myself for being an effective leader throught the project.
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Consumer Behavior Audit for Sports Authority
- 1. SynergyCONSULTING & MARKETING SPORTS AUTHORITY CONSUMER BEHAVIOR AUDIT O m a r A n d a z o l a @ s y n e r g y . o r g S y n e r g y C & M F a c e b o o k S y n e r g y C & M L i n k e d I n April 18th, 2016
- 2. Meet the firm O m a r A n d a z o l a S a v a n n a S c h u s t e r J o r d a n S p a r k s C r a y t o n D a n i e l K r i s t i n a R a t z i L u i s C a r l o s - M a n Chief Executive Officer Senior Vice President Project Manager Research Manager Marketing Manager Presentation Manager
- 3. SWOT ANALYSIS STRENGTHS WEAKNESSES OPPORTUNITIES THREATS Competitive Market Cost Structure Brand Image Customer Service Product Differentiation Online Presence Price Brand Recognition Easily Accessible Quality Products Customer Relationship Management Create Brand Identity Specialized Stores Redefine STP Competition Specialized Stores Bad Publicity O M A R A N D A Z O L A @ S Y N E R G Y . O R G
- 4. Sports Participants Market Segment O M A R A N D A Z O L A @ S Y N E R G Y . O R G 01 Current position in the market. Product Position 02 SPORTS AUTHORITY C O N S U M E R B E H A V I O R A U D I T
- 6. Segment prefers luxury, quality goods. S T R A T E G I E S DISTRIBUTION & PRICING Purchases beyond the essentials. Segment has shifted to online shopping. Specialty stores & convenience. Conspicuous Consumption Discretionary Spending Online Marketplace Time is the New Currency O M A R A N D A Z O L A @ S Y N E R G Y . O R G
- 7. Lack of balance in marketing platforms. & CUSTOMER RELATIONSHIP MANAGEMENT PROMOTION STRATEGY LIKES 1500 Increasing Social media presence for consumer appeal Sports Authority Field failure = Bad Publicity Why is promotion important? Marketing Social Media Publicity Importance O M A R A N D A Z O L A @ S Y N E R G Y . O R G
- 8. Create a brand identity customers can relate to. Brand Image O M A R A N D A Z O L A @ S Y N E R G Y . O R G 01 Customer Relationship Management 02 Establishing a direct target market Positioning a stronger online presence Segmentation, Targeting & Positioning 03 CURRENT ISSUES F O R S P O R T S A U T H O R I T Y Create life-long customers. A Specialized Experience
- 10. LIFESTYLE THE SPORTS AUTHORITY CAMPAIGN EMBRACE ENJOY EXCEL O M A R A N D A Z O L A @ S Y N E R G Y . O R G
- 11. Establish Brand Identity Segmenting, Targeting & Positioning Obtain Brand Loyalty Change consumer's perceptions of the Sports Authority brand. "At Synergy Consulting & Marketing, we pride ourselves on attributing our skills to your needs to create an outcome greater than either of us could have created on our own. None of us are as smart as all of us. Our combined efforts will exceed your expectations" O M A R A N D A Z O L A @ S Y N E R G Y . O R G