Atom Sports Accessories is a startup company for sports accessories. The company is ready to enter the market where the giant companies are already present with their products. Atom Sports Accessories provides sports accessories related to cricket, hockey, and badminton. The founder of Atom was an athlete and has a core knowledge of several types of sports being played in the city. Because of the sports background, he understands the needs and wants of the customer who arrive at the store to buy products. He chose employees who also have a passion in sports and are ready to sell the related products to the customers.

However, a growing market for the sports accessories will be a competition for Atom Sports Accessories. Atom Sports Accessories has outlined an explore-market marketing programme that combines a highly relevant services and products with an evolving direct-to customer distribution strategy to appeal the customers. For attracting more customers, the company is also providing tickets of some local matches to the customers, so that the customers get more involved to the sports and buy more products. Before entering the market, Atom Sports Accessories have hired a market research company to help them place the product into the target areas of the market. The research company has valuable information about the market and knows the most common attributes about the prized customers. The information will be used to better understand who is served, what their specific needs are, and how Atom Sports Accessories can communicate with them in a better way.

QUESTION 1

Task:

Drawing from the scenario, evaluate the factors related to customer needs and wants with the help of a marketing process for Atom Sports Accessories.

QUESTION 2

Task:

From the above given case, assess the target marketing strategies of Atom Sports Accessories and then examine how each step in the process is affecting the marketing process.

QUESTION 3

Task:

From the above given case, assess the target marketing strategies of Atom Sports Accessories and then examine how each step in the process is affecting the marketing process.

QUESTION 4

Task:

“Some products die quickly; others stay in the mature stage for a long, long time.”

Suppose you are the marketing manager at Atom Sports Accessories. Analyse the various stages of the product life cycle with the impact of different environmental factors.

Answer of Question 1:

The case analysis of Atom Sports Accessories indicates that the company is mainly involve into providing sports accessories to its customers. The company also has a direct to customer distribution strategy with the objective of better understanding the customer needs and wants so that it can provide product accordingly to suit their expectation. However, the needs and wants of customers are affected by a number of factors in the sports industry, and an analysis of the factors with the help of a marketing process is carried out below….

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