Fluent Essays

I attached two files, one is the guideline and the other is an example of what I want with the company that I was assigned. The company is Palmolive and the products are all the shampoos they offerPalmoliveThe company that I will try to do business with is Super 99, a supermarket from Panama. This is the site and history from Super 99. Super 99 siteThe supermarkets site is in Spanish, so anyways I will translate some of the info here.-The Wong Chang family founded a company identified as Warehouse 99, which was dedicated to the hardware and sewer trade. Later the company is acquired by Empresas Martinelli, SA in 1986 and it is at this time that the SUPER 99 was born, changing the structure and service that was provided previously, for a service that projected to the consumer a typification according to the characteristic of a supermarket with the best products and the best prices.I need it to be focused on the variety of the shampoos that I will sell, add other needs. example_1.pdf example_1.pdf sales_2bcall_2bplaning_2breport_2bguide.pdf Unformatted Attachment Preview Titleist Golf Balls Dick’s Sporting Good’s Golf Ball Presentation Sales Consultant: Student’s Name 10/21/16 I. PROSPECT INFORMATION A. Company Name: Dicks Sporting Goods B. Type of Business: Dick’s Sporting Goods is recognized by the SIC code SIC-5940, placing it in the Retail-Miscellaneous Shopping Goods Store Sector. This sector is comprised of various retail stores such as bookstores, jewelry stores, drug stores, hobby and toy stores, and sporting good stores [10]. Within this sector Dick’s would specifically fall under the Sporting Goods Stores and Bicycle Shops (SIC 5941) [9]. C. Prospect Job Title: Purchasing Manager D. Key Facts: Founded in 1948, Dick’s Sporting Goods is a Fortune 500 sporting good retail chain that offers a wide variety of brand name sporting goods, footwear, apparel, outdoor recreation accessories, and other various athletic related gear. Dick’s mission is “to be recognized by [their] customers as the #1 sports and fitness specialty omni-channel retailer that serves and inspires athletes and outdoor enthusiasts to achieve their personal best through the relentless improvement of everything [they] do” [2]. Today there are more than 740 stores in operation in over 45 states. Dick’s also owns and operates specialty golf retailer, Golf Galaxy, as well as eCommerce websites and catalogs for Dick’s Sporting Goods and Golf Galaxy. E. Anticipated Buyer Needs: ANTICIPATED BUYER NEEDS Variety: Balls for different skill levels WHY/HOW IMPORTANT No two golfers are the same in skill level, so providing a variety of golf balls based on different ability levels is key. Golf balls are designed for different swing speeds, angles of attack, and many other components of the golf swing. By providing golf balls that are made especially for particular skill levels, Dick’s could attract a larger audience of golfers and made up of new segments that range from beginner skill level golfers to highly skilled golfers. If Dick’s Sporting Goods only sells golf balls for one skill level or a generalized golf ball, they could be missing out these different segments of golfers with different skill levels and potential sales. 2 Ability: A ball that provides more distance Ability: A ball with better short game control Variety: Balls with sports/school team logos Brand Recognition: Carrying a wellknown and trustworthy brand II. The ability to hit the ball far in golf is something that most golfers want to achieve. Typically, a golf ball with a firmer feel and lower driver spin will provide a golfer with further distance. Offering a golf ball that is designed to provide a golfer with more distance off the tee would increase the likelihood of a purchase from customer in search of more distance. By not offering golf balls that provide added distance, Dick’s could be missing out on sales from those customers looking for this type of ball. Chipping and putting, or short game, is a key component to the success of every golf round. It is extremely important to have a golf ball that is built to provide desired outcomes around the green. Typically, balls with better short game abilities provide golfers a softer feel that provides golfers with better control on the green. A lack of a ball offering that provides short game control could be losing customers who are not finding the ball they need. Many forms of golf equipment often show off the logo of a golfers favorite professional team or school. Customers like to display a form of uniqueness or identity through the items they purchase, fulfilling their psychological needs. Many people like to go to Dick’s Sporting Goods to find gear that represents their favorite teams, so golf balls would be no different. If Dick’s is not currently selling golf balls with team logos on them, they could be missing out on a huge market of golfers who want to display their identity or affiliation with certain teams. This is important because a well-known brand may be what the majority of customers are looking for. Customers may be looking for a type of ball that they see their favorite professionals using and if they cannot find it at Dick’s Sporting Goods, they may look elsewhere for their golf balls. IDENTIFICATION OF TOTAL MARKET OFFERING Titleist is a brand owned by the Acushnet Company, a company that owns two of the most revered brands in golf, Titleist and FootJoy. The Titleist brand was founded in 1932 when amateur golfer Phil Young took an x-ray of a golf ball and realized the core was off-center. Since this discovery, Titleist has been dedicated to providing the best performing golf ball that is uniform and consistent in quality [8]. Given this dedication to consistency in quality, Titleist takes great pride in their Titleist Golf Ball R&D team. The R&D team at Titleist is made up of chemists, physicist, mathematicians, computers scientists, engineers, technicians, and PGA Professionals who are commitment to the continuous improvement and innovation of their golf 3 balls. Because of this commitment to innovation, Titleist now owns the largest portfolio of golf ball intellectual property in the industry with over 1,000 patents [5]. The technologies of golf and golf equipment are constantly changing every year and making sure that the golf ball keeps up with these changes is key to performance. In addition to an emphasis in R&D to develop quality and innovation, Titleist puts a strong emphasis on their manufacturing processes to actually provide that quality. Titleist has manufactured their golf balls out of Massachusetts for the past 80 years and has always believed that a better process will result in a better quality golf ball [5]. The processes of manufacturing Titleist golf balls are very uniform and thorough, backed by an operations team that is dedicated to manufacturing every golf ball to Titleist’s exact standards. The following speaks to the standards that Titleist holds in it’s manufacturing, “[Titleist] associates manufacture every Titleist golf ball to exacting standards in Titleist owned and operated facilities – there are about 90 processes and product quality checks for Pro V1; about 120 for the dual-core Pro V1x – assuring that every golf ball performs consistently for every golfer, every round and on every type of shot.” [5]. Because of our dedication to quality through manufacturing and R&D, Titleist has seen first hand how these values create an incredible, trustworthy brand. Today, Titleist is known as the “#1 ball in golf” and golf’s “most played ball”. With a worldwide professional tour ball count of 20,673, its nearest competitor in the ball count is 3,802 [6]. The title of “most played ball” and “#1 ball in golf” was something that Titleist sought after and strategized for in it’s early years. In order to validate it’s strong performance, Titleist originally only distributed it’s golf balls through professionals, as they were the ones who could truly distinguish a quality and high performing golf ball. The next step in Titleist’s strategy was to demonstrate their product at prestigious golf courses with the Acushnet Golf Ball 4 Demonstration Machine [8]. The result of these events, golfers were left with a lasting impression of the superiority of the Titleist golf ball. The next step in the strategy involved getting the Titleist ball into the hands of as many playing professional golfers as possible. The reasoning behind this was to get average golfers to recognize that if all of the best players are using this ball, then it must in fact be the best ball. The culmination of this “most played” strategy and building of a trusted brand came in 1949 when Titleist won the ball count for the first time at the U.S. Open [8]. Now, for over 30 years Titleist is the preferred golf ball of the PGA Tour, over all other brands combined. This preference of Titleist golf balls can also be said for professional tours all over the world, the NCAA, US Juniors, and US Amateurs [8]. The brand recognition and trust that comes with Titleist is unlike any other in the game of golf and is truly a differentiator in the market. TOTAL MARKET OFFERING – FAB MATRIX PROSPECT’S NEEDS Variety: Skill level Ability: A ball that provides more distance FEATURE ADVANTAGE We offer 6 different kinds of Titleist golf balls; all made with different skill levels in mind. Increases the variety and selection of golf balls based on skill level. 3 of the golf balls that we offer are built with specific features to provide more distance. Specifically, our longer distance balls are Pro-V1x, NXT Tour, and Velocity. Provides golfers a selection of golf balls that are designed to add distance to a golfers game. BENEFIT This increase in selection would attract all skill levels of golfers to purchase golf balls at Dick’s, therefore increase golf ball revenues. Providing golf balls that allow greater distance would attract golfers who are looking to improve their long game, therefore increasing golf ball revenues. 5 PROSPECT’S NEEDS Ability: A ball that provides better short game control FEATURE 3 of the golf balls that we offer are designed with the specific features to deliver excellent short game control. These balls are the Pro-V1, NXT Tour S, and the DT Solo. Variety: Balls with sports/school team logos We offer dozen boxes of golf balls with licensed MLB teams and NCAA. Brand Recognition: Carrying a wellknown and trustworthy brand Titleist is the most played ball in golf. ADVANTAGE BENEFIT Provides a selection of golf balls that provide better short game control ability. By offering golf balls that possess the features necessary to provide better short game control, Dick’s will attract the golfers who are looking to make such improvements in their golf games and increase their golf ball sales. Increases the variety Offering this type of and selection of golf variety of golf balls balls and offers could attract a new customers the ability segment of customers to display their who like to display affiliation with a team their affiliation with a or school. school or team or who shop at Dick’s Sporting Goods for team equipment who may usually not buy golf balls, therefore increases the revenues created by golf balls. In the worldwide By choosing to sell professional tours golf Titleist golf balls, ball count, Titleist is Dick’s Sporting number one with Goods will be 23,059. It is also providing it’s being used by most of customers with an the world’s top extremely well-known players, making it a brand that has proven highly exposed and itself in the well-known brand. professional golf world, therefore it is highly likely that customers will be more drawn to this brand, causing an increase in golf ball revenues. 6 Variety: Balls for different skill levels Thanks to our knowledge of the golf swing and what goes into providing the right ball for each unique swing, we offer 6 different golf balls for all types of skill levels. The names of our golf balls are Pro-V1, Pro-V1x, NXT Tour, NXT Tour S, Velocity, and DT TruSoft. Each of these golf balls fall into a category that identifies players by their scoring performance and skill ability. Offering Titleist’s 6 different golf balls at Dick’s Sporting Goods would add more variety and selection based on skill level. Dick’s golf ball sales could greatly benefit from this increase in golf ball selection based on skill level, because it would likely attract a larger market of customers. If consumers recognize that Dick’s carries golf balls that would fit their skill level in golf, then they may be more likely to make a purchase at Dick’s Sporting Goods, therefore increasing golf ball sales. Please refer to Exhibit #1 to identify the different types of balls we offer and the skill level categories they fall under. Ability: A golf ball that provides more distance: We know that many golfers strive to find ways to hit the ball further and at Titleist we have the golf balls to equip golfers to do so. Our Titleist Pro-V1x, NXT Tour, and Velocity balls are all equipped with the firm feel and low spin to provide golfers with the added distance they desire. All three of these balls fall into the three different scoring performance categories, allowing all levels the ability to hit the long ball. Offering these three Titleist golf balls that are designed for distance would provide Dick’s Sporting Goods and it’s consumers a solution to their lack of a ball that provides the ability of added distance. Providing such golf balls would greatly benefit Dick’s Sporting Goods and it’s golf ball sales because it would attract those golfers that are looking to add more distance to their golf game. Please refer to Exhibit #2 to view our golf balls that are designed for longer distance. 7 Ability: Ball that provides better short game control: Titleist understands the importance of short game in the game of golf, so we believe in providing golf balls that can deliver the results needed for a strong short game. Our Titleist ProV1, NXT Tour, and DT Solo all possess the soft feel necessary to provide exceptional short game control. Similar to the longer golf balls, all three of these balls fall into the three different skill level categories. Offering Titleist golf balls with exceptional short game control would attract the segment of golfers who are looking to make improvements to their short game and increase the golf ball sales of Dick’s Sporting Goods. Please refer to Exhibit #3 to view our selection of golf balls that provide exceptional short game control. Variety: Balls with sports/school team logos Through licensing agreements with the MLB and NCAA, Titleist is proud to offer golf balls that showcase an individual’s favorite team or school. By carrying Titleist golf balls with different team and school logos, Dick’s Sporting Goods can increase their variety and selection of golf balls. Since Dick’s Sporting Goods already offers a huge selection of professional team and school related gear, fans that are shopping for such items may notice the logoed golf balls and feel the need to buy them. By offering balls with team and school logos, Dick’s Sporting Goods can expect to benefit from an increase in golf ball sales, as this unique offering will likely attract this new segment of consumers who are looking to display their team loyalties through their possessions. Please refer to Exhibit #4 to view the team and school logos that we offer. Brand Recognition: Carrying a well-known and trustworthy brand: As mentioned earlier, Titleist currently has a commanding lead on the worldwide professional tour ball count at 20,673 with its nearest competitor at 3,082. In fact, 24 of the world’s top 50 players use Titleist golf balls [7]. Given this high representation in professional tours around the world, our brand has gained a great deal of exposure through televised professional tournaments. Given the exposure that Titleist receives from its professionals and its 8 usage amongst the world’s top ranked players, we are perceived as a trustworthy brand. Therefore, offering Titleist golf balls will give Dick’s Sporting Goods a golf ball that will provide customers with the well-known and trustworthy brand that they are looking for. If customers are seeing a brand that they recognize and know to be trustworthy, they will be more likely to make a purchase, therefore increasing golf ball sales. Please refer to Exhibit #5 to view some of the top ranked players in the world that play Titleist golf balls. 9 Exhibit #1 Exhibit #2 10 Exhibit #3 Exhibit #4 11 Exhibit #5 12 III. COMPETITIVE SITUATION PROFILE Competitor #1: Bridgestone Golf Bridgestone Golf is one of the many diversified brands owned by Bridgestone Tires. Bridgestone was founded in 1931 and has since been dedicated to its philosophy of “Serve Society with Superior Quality” [3]. The dedication to this philosophy has lead to Bridgestone becoming the global market leader in the rubber industry and polymer science technologies. Bridgestone’s entrance into the golf industry came in 1935 when it began producing golf balls. In addition to golf balls, Bridgestone Golf offers clubs, headwear, and accessories. Bridgestone Golf offers 10 different kinds of golf balls, all with unique features tailored to different skill levels, including gender specific balls. With regards to research and development, breakthroughs in Bridgestone’s technology have also impacted breakthroughs in their golf ball technology [3]. The research and development capabilities paired with the wide variety of balls that Bridgestone offers make them a strong competitor for Titleist. Additionally, Bridgestone also has licensing agreements with the NFL, NHL, Army, and collegiate institutions as well as colored golf balls. Where Bridgestone Golf is lacking in comparison to Titleist is with its limited professional use, which gives the brand less exposure. Additionally, the fact that it is a product of the Bridgestone Tire Company could confuse consumers, as they do not view Bridgestone as a golf company. Competitor #2: Callaway Golf Callaway Golf is an American golf company, founded by Ely Callaway in 1982. Callaway Golf manufactures and sells golf balls, but golf clubs, golf apparel, footwear, and accessories [1]. The company’s original focus was in providing high-quality wedges and putters. With regards to Callaway’s golf ball offerings, they offer 6 different kinds of golf balls specific to skill levels, as well as a gender specific ball for women. Callaway also offers variety in their golf balls with respect to the colors of the balls, offering balls that come in yellow, pink, and 13 multi-color. Callaway golf balls also have customization capabilities, allowing customers to put customer logos on their golf balls. Callaway’s similar variety in selection of golf balls, including gender specific balls, as well as their variety offered through color and logos make Callaway a strong competitor to Titleist. Where Callaway lacks is in it’s brand recognition and the. Callaway does have a number of professional tour players however not nearly the showing that Titleist does. The small amount of Callaway tour players compared to Titleist is not giving them the exposure necessary to build a widely recognized brand and one that consumers would gravitate towards. KEY COMPETITORS STRENGTHS WEAKNESSES - Offers 10 different kinds of - Doesn’t have highest ball golf balls based on skill level. count. - Colored golf balls - Limited professional use and - Gender specific golf balls exposure. -Offers NFL, NHL, Army, and - Lack of brand recognition as collegiate logos for golf balls. golf company. -R&D capabilities Callaway Golf - Offers 6 different kinds of - Doesn’t have highest ball golf balls based on skill level count. - Offers a gender specific golf - Brand recognition balls. - Offers colored balls - Customization capabilities In comparison to Titleist, both Bridgestone Golf and Callaway Golf lack the brand Bridgestone Golf exposure and brand recognition that identifies Titleist as such a strong and trustworthy brand. While both companies do offer a number of different of golf balls and features, their lack of exposure and use on the professional tours may cause consumers to believe that if it is not a product that most of the top players are using then they shouldn’t either. However, Titleist will remain watchful of these two brands, as they are strong in their own ways. We will work to keep our commanding lead in the golf industry through our dedication to innovation, quality, and creating a strong brand. 14 Works Cited [1] “About Us.” Callaway Golf. Callaway Golf, 2016. Web. 18 Oct. 2016. [2] “About Us.” Dicks Sporting Goods. Dick’s Sporting Goods, Inc., 2016. Web. 14 Oct. 20 ... Purchase answer to see full attachment