Essays on Marketing Strategies for SportUNE Case Study

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The paper "Marketing Strategies for SportUNE" is a good example of a marketing case study.   When making the decision to enter the new market, SportUNE can use the pioneer or the follower strategy. Pioneers have the advantage of holding the market share for a long time due to resource and business skills (Kaličanin, 2008). The reason as to why SportUNE will enjoy a high market share is that the first customers in business are found to be risk-averse. As long as the product or service of providing satisfactory, then the customers would not want to take the risk of switching to a new and different product (Panszi, 2011).

It is important to note that, by being a pioneer in the provision of sporting facilities, SportUNE will become the prototype for the product or service category, in this case, sporting facility.   It is easy for customers to learn the characteristics of pioneers. These enable them to believe and have great confidence in the choice of pioneers. This will give SportUNE an advantage of positioning itself in the market. Additionally, being early in the market SportUNE will enjoy a higher return on investment.

The company will enjoy market leadership by establishing a presence within the new market, building brand equity as well as creating an excellent network of distribution (Mullins & Walker, 2010). They will have better coverage of the market whereby customers will be used to their facilities. Their excellent service to customers will participate a lot in building their brand loyalty (Panszi, 2011). By gaining control over the key distribution channels, SportUNE will lock customers to continue enjoying their facilities. As a pioneer, SportUNE can use various defence strategies to remain competitive in the market.

They can do so by increasing the barriers for entrants who want to venture the market later, being more innovative than their competitors and building a responsive market and an organization which is flexible. A continuous product launch strategy will help them as pioneers to create an entry barrier for other competitors in the market.   If SportUNE chooses to use the follower strategy in entering the new market, it is important to learn consumer behavior and what can be improved of the existing products.

As a follower, the institution will have the advantage of offering a more superiors customer service than the pioneer, use an improved technology that provides a cost advantage with a better service, use an innovative strategy for distributing and pricing its products (Kaličanin, 2008). Therefore, when entering the market as a follower, SportUNE needs to differentiate itself within the minds of customers.   This can be done by changing their product or promotions strategies, discovering creative methods of increasing product and service trial. For example, SportUNE can demonstrate how the products or services will be of more benefit to customers than that of the pioneers.

To achieve a wide market share as followers, SportUNE can segment the market and focus on a particular target by providing an appropriate value and placing itself as a variety enhancer rather than a replacement or substitute of the pioneers.


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