- Executive summary
In this form of venture much is needed from the customer in order to create an established organization. Jay sporting goods is a sporting organization with the aim of promoting the culture of fishing and hunting. With promotion of this culture the organization also aims to create a business empire from this venture. The venture has a target market of a very low population of consumers in society. In words by Kruse the promotion of hunting and fishing as a sport requires a very strategic structure when planning for its operations (65). This is attributed to the fact that the target market for this venture is widespread and occurs in specific places. This has forced many organizations to spend significant amounts of cash when planning for their marketing strategy.
In the case of Jay sporting the scenario is not different. The organization needs a media mix that would address the issue of consumer satisfaction. Te relationship of the consumer and the media mix applied by an organization should be outstanding. This relationship should be based on availability and the potential to promote the enterprise. In words by Johnson fishing and hunting do not require just a target market but a consumer base that can be relied on (67). This assumption has been reiterated by Kotler who argue that is the target market for this enterprise should be selected through profit probability and reliability (123). In the paper I will focus on the strategy that Joy sporting goods may apply in order to achieve their profit objectives.
- Situation/ SWOT
Reach and frequency refer to the ability of a marketing strategy to reach the most of its target market. To maximize the frequency of a marketing strategy the organization should have a very efficient SWOT analysis. In the marketing strategy, one significant strength of the organization is that the venture has few competitors in the market. This provides a large environment for the organization to venture. The organization should utilize this opportunity by sending out a large sales force team in potential area in hunting and fishing.
Weaknesses range from the fact the field is less researched on and the target market is rather small as compared to other ventures. The small target market is based in vast area which is difficult to reach and please. It is also a fact that with a small target market the competitors do more than enough to please this small population. Another weakness of this venture would be the fact that many people perceive hunting and fishing a source of environmental pollution. This assumption makes it difficult for and enterprise to venture and succeed in this business venture. To counter this assumption, the organization should come up with strategies aimed at educating the society on the importance of retaining the fishing and hunting culture. In an argument by the University of Minnesota bad publicity due to consumer assumptions may cause a business venture to collapse if the situation is not handle carefully (23).
However, opportunities for this market strategy range from the assumption that fishing and hunting provide a great opportunity for new organizations to venture in. It is with great anxiety that organization venturing in fishing and hunting put a lot in creating a strong enterprise from the venture. Another opportunity in the venture is the fact that the hunting and fishing hold cultural significance. The organization can use this fact to promote its product. Johnson argues that an enterprise that ventures that promote more than just their corporate interests stand a great chance of succeeding in the market (98). To take this opportunity the organizations should structure community appreciation plans in the name of promotion of the culture of fishing and hunting.
The media budget of this organization should be based on the objectives the organization wants to achieve. In this organization, the objectives are to reach to a greater population to market its products. This objective requires vast marketing strategies with numerous media tools in it. For instance the organization should consider the option of using all the tools provided by the media strategy. These are newspaper, television, radio and pamphlets. With this strategy being the most effective marketing strategy, the company should allocate a large budget to suit its specifications. The budget should exceed all expenses used in marketing in the organization. In an argument by Kruse, the best strategy in an organization should be allocated most funds to maximize of the positive potential of the strategy (89).
- Creative brief
The communication objective of this marketing strategy is reaching out to the on individual with interest in outdoor activity. This audience will have to be lured by the advertisements to take up the activities.
I would want the brand to be perceived as new venture that would change the whole perception of the sporting industry. I would want the target market to view the brand as an team unit that they would love to be part of.
The tone of the advertisement would be a soft convincing tone that would create a friendly picture to the target audience. This would be accompanies by the promise to deliver the best goods and services for our customers.
- Media objectives
The main target of the joy sporting goods is older people with the interest in fishing and hunting. This target market is hard to find in the modern generation. However, this population is slowly increasing as many people find it a way of maintaining the culture of hunting and fishing. The other significant target markets are sporting clubs. Across the United States, there exist many sporting clubs that have fishing and hunting activities. This clubs holds membership for a significant number of people and organizations that are interested in the sport. This clubs provide the best target market that the company is exposed to. In this market the consumers are reliable and very profitable to the organization. It is also possible for the organization to contract with these sporting clubs. The contracting should be a cover for about 2 years. Apart from the time limit the contract should explain the terms and conditions stipulated in the contracts. In words by Kruse this move is the best strategy any organization can venture in (102). this will provide a security in the income expected in the organization. Another viable target market for the organization would be institution with hunting and fishing as co-curricular activities. The income provided from this target market would be of high amounts thus ensuring the organization has enough security on this investment. However, in fishing and hunting it can be generally assumed that sporting groups and unions are the best target market for this type of venture.
In advertising for their products, the venture should choose the media as its bets option. The media is an incorporation of the television, radio, newspaper and the bill boards. In order to cut the cost in advertising the organization should choose the best media tool to use. In making this decision, there should be the consideration of cost, frequency and reliability. As a new venture in this market, the organization should go more for the frequency factor. By frequency, this means that the media tool with the capability of reaching the larger population should be used. After making this consideration, the newspaper makes the best option for this strategy. Newspapers are cheap and reach out to most people. According to Johnson the use of newspaper for a new organization is important since a new venture should be wary of cost and efficiency (66). The same assumptions are reiterated by who argue that newspapers are the best strategies for both new and existing organizations.
Another method of marketing could be the partnerships with other related companies. For instance, if the organization partners with sporting clubs there is a high probability that their products would be more exposed to potential target markets. Partnerships provide clients with the best goods on offer from other contractors. According to Johnson partnerships based on such agreements provide mutual benefits for both ventures in the agreement (123).
The same strategy may be used in marketing of their god in the venture. Sales promotion s also greatly dependent on the strategy applied in marketing. In sales promotion the venture should use the strategy of using sales persons. With sales persons, the organization would be able to get more intimate with its target market. In words by Kotler the use of sales people provide the target with a greater view of viewing the company (56). This strategy may also be useful in changing a client’s perception towards the products offered by the organization. The use of sales persons provides room for persuasion by the sales force. This move also provides the sales force with the opportunity to do educate the clients on how and the importance of using the company’s products. Additionally, the strategy is a good way for the sales force to provide free sample and incentives to the target market. The location of the sales force should also be considered. For instance, it would be a useless move to send a sales force to an area where the environment does not have any hunting or fishing activities. In an argument by Kotler the location of the sales force should be strategic to the location of the target market (87). For instance, it would be the best strategy to send a sales force to all sporting clubs. Sporting clubs provide a potential market for both individuals and groups. Sporting clubs also provides potentials for potential partnership with related organizations.
Time and schedules for advertisements should be strategic to ensure that the media approaches capture the attention of the majority of people. For hunting and fishing it is a general assumption that these activities are undertaken during holidays. Additionally, the seasons of spring and winter provide the best times for hunting and fishing. It is in these seasons that the organization should increase its efforts in marketing its products. Additionally, holidays are the best times to capture the attention of most potential consumers. According to Kash & Calhoun (67) fishing and hunting opportunities present themselves better in holidays and organizations should take advantage of this peak season to maximize its marketing strategies.
Johnson, Mark. Venturing into fishing and hunting. NJ: Field and stream.1994. Print
, Rick & Calhoun, . How Companies Win: Profiting from Demand-Driven Business Models No Matter What Business You're In. New York: HarperCollins. 2012. Print
Kotler, Philip. Marketing insights from A-Z. New York: Wiley & Sons. 2011. Print
Kruse, John. Great Places Washington: A Recreational Guide to Washington's Public Lands and Historic Places for Birding, Hiking, Photography, Fishing, Hunting, and Camping. Boston: Wilderness adventure press. 2009. Print