Giraffe Kid's Golf Wear Market Plan

4813 words - 19 pages

The Giraffes' goal and objective is to be a market nicher and market leader when it comes to kids golf wear. With this regards Giraffe needed to position its self in the market and create a unique selling position. The company's product is positioned on the basis of its features and benefits, which are quality and uniqueness. The company targeted several benefits which are; to be effective, efficient and loyal as a result it concentrated on a segment that was not served well by existing competition. Assumptions were used for segmentation purposes: that this is a specific marketing appeal that will not connect equally well with all consumers in a market, the company will establish a very successful connection with the portion of the people in the market, than marginally connect with everyone, to be very successful with the portion of the market, Giraffe had to able to identify the customers, Giraffe has to understand the customer as companies that do understand their customer are preferred. Other criteria used were that the segment is sizable to have increase in sales revenue, identifiable, reachable, respond differently, coherent, and stable (Loudon, D et al 2005:29). Segments 1 which the company is already targeting fitted the above criteria. There is a huge increase in the market, this has been shown by the increase in the golfing clubs/academies for kids' i.e. Border Junior Golf Foundation Gauteng Province (GP), little kids golf (GP), LAFEMME in Port Elizabeth etc. It is envisaged that the market will grow more as more kids have been showing interest in the game as this to them is fun, eliminates boredom and they are with peers. The industry is also booming as there is a drive to attracting kids and the minority groups in the game. This creates an opportunity for Giraffe to expand as a business. Concerns noted are that the textile industry is under scrutiny and constraints for the imports; this could be seen as a constraint for the business. Also the labour force in SA is not stable (recent strikes) which could disturb the business on their set delivery and commitments. In the case of Giraffe a market share has been estimated, based on what share of total sales can the company reasonably expect to attain. A judgement was used based on the analysis the company's product offerings (Loudon, D et al 2005:91). A 50% market share is used as an initial estimate of the market share. Nike was the only company seen to compete on an equal footing. The other companies i.e. Mr Price, Edgars etc though they might be seen as competitors the company views them as potential distributors as Giraffe is encountering problems for the distribution of the product as there are still limited modes (Pro-shops) willing to stock the brand. The recommended market strategy for Giraffe is to grow market share and grow revenue per customer. In order to fully realize the objective of growing in the existing market and in the segment selected for this strategy the strategies...

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