5.2 Innovation and Technology
In this section is going to be explained the role of the technology and innovation in Oakley. Since their origins, as is aforementioned in the introduction, Oakley has been implementing and improving its technology in order to be a leader in the market. Innovation is one of their principles and core values, the fact is that innovation means growth, because once the market becomes obsolete, the company that has been able to develop the next or future technology is the one that would lead the next generation of products, that is one of the reasons why Oakley focuses so much on innovation. Innovation comes from three different points; technology, market and design.
Technological innovation and market innovation
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The main pros are the high brand reputation and customer loyalty, but also the fact that competitors can be discouraged from competing with Oakley directly because of the high acceptance of the brand among its customers. It is also important to highlight the fact that Oakley customers have a deep knowledge of the brand attributes and technology so that they know very well the development of the technology because they are passionate about what they like, Oakley products in this case. On the other hand, focusing on a quite narrow segment leads to have lower volumes of sales as there is no a huge mass of customers behind it, furthermore it is also important to stand out the fact that the risk of being imitated always exists and it could profoundly damage Oakley in case it …show more content…
The problem is that in order to give an unified image towards the world, they have no local social networks accounts opened, therefore when doing for instance a surf contest in the North of Spain, there is no way to publish that in the social networks, because the activity is too local for the global Oakley’s accounts, but at the same time some marketing action on the network should be done. The second weakness refers to the low volume of sales compared with its competitors, this a weakness that it ha been already aforementioned in the section of the strategy, however this situation arises from the fact that in order to keep on implementing that strategy, the brand does not sell or distribute in every single store of the country, but only in specialized stores where their most loyal customers use to buy their high performance products, thereby this is a weakness that actually is linked with the company’s strategy so that is difficult to solve, because if the customer target is narrow the sales volume cannot be comparable with other
As stated, “Americans dominated sales in the global tennis racket market in 2015, accounting for a share of 49.2%. The region is expected to continue leading the market during the forecast period, with an estimated 51.21% market share in 2020.” This dominance in the market make the population a perfect target to sell Pacific products. Tennis apparel market is also dominated by the Americans in sales. Pacific should target the market of the United States. The best distribution channels to connect to Americans is through online sales and product sales in retail stores. These distribution channels will help Pacific connect with Americans with more ease. Since many consumers live in the United States this strategy can potentially grow the company
Product Differentiation: Apple has been able to differentiate its products by offering innovative products that is almost perfect. “ Apple has developed some of the world’s most daring technology”. The company has been able to provide unique products that is way ahead the curve compared to its competitors’. Apple has successfully increased the demand of its products through product differentiation, the uniqueness of its products has always drawn the attention of consumers. By focusing on a particular set of consumers who are willing to pay more has enhanced the company’s premium pricing strategy which is also a stands to be a differentiator. Product design is a major factor that has enhanced all Apple’s products to be different, when the company introduced its iPod, iPhone and iPad no other similar product could match up with the features of these
Chapter 1 emphasis the importance of why marketing matters in our everyday lives. Cactus Rose is the first Latin American fusion cuisine restaurant that draws its own crowds also for its well-known tequila bar around the town of Wilton. They offer in their cuisine which includes fresh ingredients, natural beef, free range chicken, wild caught organic fish and seafood and also a variety of handcrafted margaritas. With the benefit of the marketing mix, Cactus Rose should think about what could impact its demand in terms of good, service or idea. The four Ps which are product, price, place and promotion. The four Ps will help Cactus Rose distinguish what they need to improve to better increase customer awareness, sales and profitability. A part of my contribution to the group project is conducting a new website for Cactus Rose. In terms of the four Ps, the improvements that are needed for this restaurant to gain more profit are more in the promotion decisions. In order to accomplish the marketing mix, our group planned to do more advertising for the restaurant through social
This case study is about “Specialized Bicycle Components Inc.” known as Ride the Red “S”. Specialized was founded in 1974 by Mike Sinyard. According to Chris Murphy, director of marketing for Red “S”, specialized is for serious riders. He says, “The customer is buying the ride from us, not just the bike.” The company began to produce its own bike parts by 1976, and introduced the first major production mountain bike in the world in 1980. Specialized now has an extensive global distribution network of 5000 retailers in 35 countries in Asia, North America, South America, and Australia. They maintained a reputation as the technological leader in the bike and bike accessories. The formal mission is still the same since they established the company “To give everyone the best ride of their life.”
Most retailers know that the appearance of their stores plays a big part in determining consumer behavior. As such, they seek to use it to their advantage. Sport Chek sells various types of sports merchandise mainly to middle and upper class citizens of Canada. The company has many stores and online portals. The design of the stores communicates to customers that goods in the store are of high quality. Therefore, customers come with the expectation to pay a premium. The main elements that the store uses to influence consumer behavior include the choice of construction materials, careful choice of colors and shapes, and creative use of lighting. These elements have an impact on the affective, cognitive, and behavioral responses of potential customers. The channel strategy used by the company is effective because of Sport Chek’s strong brand name. The company can benefit more from a better channel strategy for its online shopping portal that can help it to take advantage of the global high-end sports market.
The corporation should invest more money in research and innovation since this is what has helped them to make a product that rivals their competitors. At the same time, it is imperative for them to improve their machinery for cheap labor costs which will help the company increase its production allowing it to meet the demand in the market. By improving production leading to lower costs of making shoes, apparel, and equipment, Nike will achieve higher demand assuming a quality product is maintained in that process. They will stand a better chance of competing in the industry (Hill, 2009). The organization is already in a better position for meeting the demand, customer taste, and needs. The company should improve quality by focusing on developing lightweight products that are more durable compared to those offered by the competitors. Also, Nike can keep up their success by continuing to reinvent and improve their items and continue to meet the current demand by using new technology. It can also use the Internet to communicate with consumers (Hill, 2009). By developing new technology, Nike will allow the customers to suggest and design their shoes online. To achieve this goal, it is fundamental to enhance areas such as their website to make it more user-friendly. Finally, the company should pay attention to small startup organizations that enter the
...e tends to use it’s technological marketing and expertise to create markets for products. Experts claim that Apple creates the products that people do not know they yet want. Third, the Apple business model dominates others in the market. The aggressiveness towards new innovation does not give competitors a chance to gain grown. Finally, consumers of Apple products are drawn to the uniqueness and the experience of Apple products. Apple sticks to a few quality products offering little confusion for the customer for selecting the product that fits their needs.
With the increased monitoring and enforcement of labour practices; Nike being in the public spotlight and subject to negative publicity on their subcontracted factories is forced to readjust the working conditions of their cross ocean factory workers to abide with proper regulations. This has caused Nike to modify their factory standards and employee working conditions by; limiting the maximum hours worked a week, implementing proper ventilation systems to filter out toxic fumes, increase worker access to protective equipment, and increase the capacity of medical facilities and medical staff for their workers.
People are buying the product which gives them prestige. Marketers have interest on consumer psychology and they are playing with every day by showing that their product will give prestige in the society. It’s true that the transparent societies now needs brands image. Marketers analyze the interest and needs of consumer than create the product according to the need of the society. Brand can attain the people attraction and the business can have the good reputation by giving satisfaction to consumer. If the brand gives satisfaction and function are according to the expectation of consumer than the brand gets good image on the mind of consumer. brand image is great weapon to use for the competitors it builds in years , at once the business gets brand image it has competitive edge from other brands in the market. When consumer rely on the brand the company can create the long term relation with the consumer, in other words (CRM) consumer relationship management. The brand image has effect on the choice of every individual there believe and attitude change their preferences. Brand image can be effected by price as price is an important part for consumer when they are making purchase decision if they find the value of brand is equal to the pricing they purchase that brand if not they refuse it. Similarly the image of brand can be effected by the attributes and features or
Innovation is the machine that generates business opportunities in the market however, it is the Implementation of potential innovations that truly dives business to be remarkable (Wheelen, T., et al., 2015, p.9). Zappos’ culture of innovation, which many consider unconventional is its key contributor to success. Zappos business innovation also must include the concept of improvement, strategic choice perspective, proposes that an organization adapts to a changing environment, to have the opportunity and power to reshape their environment (Wheelen, T., 2015, p.11). Zappos idea of innovation is not just to do something differently, but to make customers experiences better.
has been marked for innovation and technology, it spends huge amount in research and development and focuses on introducing new innovative products, its differentiation strategy leads the way and helps in gaining competitive advantage. (Press Release of Apple)
7-Eleven employed adapted global marketing, but continued to open stores in more countries. 7-Eleven has adjusted their marketing strategy for each of the international markets they are targeting, which in turn has helped them gain a larger portion of the market. 7-Eleven has benefited by this due to them being a premier player in the market for as long as they have. People love that 7-Eleven has items that are tailored to their desires. This example of extreme localization has helped them gain a competitive advantage over their
Lack of brand awareness. Our company has a strong image in other countries. But as we introduce our product into our new market where we may not have competitors with similar products, we may have competition with a variety of related products. We will address this issue with heavy and aggressive promotion emphasizing in our products’ nutrition facts.
Nevertheless, Nike is an extremely diverse company with outstanding organizational structure, impressive marketing strategy, and innovative products. The organizational structure of the Nike Corporation helped them become a leading innovator for the world with creative apparels and shoes. Their intelligent marketing strategies assist them in advertising their products to motive their customers and sell them. Their innovative product motivates customers with great performance footwear and quality designs to take on any obstacles. The Nike Corporation discovers various ways to improve their organizational structure to inspire the world.
The major weakness of the company is its brand recognition throughout the rest of the world. Although there are attempts at expansion of the company worldwide, most of the Western nations have not been exposed to the brand (Ferrell & Hartline, 2011).