Marketing plan of Ingravid Sports 2018.
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Title
Marketing plan of Ingravid Sports 2018.Author (s)
Tutor/Supervisor; University.Department
Callarisa Fiol, Luis J.; Universitat Jaume I. Departament d'Administració d'Empreses i MàrquetingDate
2017-11-14Publisher
Universitat Jaume IAbstract
The purpose of this end of degree project is to create a marketing plan for a newcreation
business. This will be an online shop based on the sale of ski and
snowboarding products as well as climbing equipment, ... [+]
The purpose of this end of degree project is to create a marketing plan for a newcreation
business. This will be an online shop based on the sale of ski and
snowboarding products as well as climbing equipment, especially bouldering.
Ingravid Sports will be an online business selling only high quality products from
major manufacturers of the three sports we are keen to sale. Having contacted
brands such as La Sportiva, Five Ten, Mad Rock, So Ill, etcetera, from the climbing
world and Volkl, K2, Burton, Armada, Jones, Bataleon, Libtech, etcetera, from the
skiing and snowboarding world we can definitely say that we are only selling top
brands at Ingravid Sports.
We have proceeded with a deep cost-analysis in order to create a real image of
what the business situation will be. Numbers reveal themselves to be really
encouraging as we can see on the Excel document attached. Being an online
business reduces cost enormously and so makes it easier to arrive to a breakeven
point.
Sales needed to cover costs are by no means crazy figures. Being a climber, a
skier and a snowboarder I am in real contact with people who practice this sport
and have relevant information that has been really useful for this project. Climbers
tend to change their climbing shoes 2-3 times a year meanwhile skiers tend to do
this once a year maybe once every two years. Being “co-owner” of a private
climbing gym that counts with 28 members and having a great relationship of
another ones that count with 50 or more members, climbing shoes sales are
promising as only by counting this climbers we can expect around 150 sales.
Furthermore,Ingravid Sports main strengths are, as we explain on this marketing
plan, offering a unique free-shipping service within the European Union, offering a
really wide range of products [including So Ill climbing products (new in Spain)] and
being the only shop offering free-day-skiing passes for a certain amount of
purchase. This is a unique selling-point with which Ingravid Sports counts that no
other online business in Spain has. This has been achieved after negotiations with
the biggest group of skiing resorts in Spain, Aramon, by which we may offer freeskiing
passes to our customers for their purchases. Additionally negotiations are
taking place with the highest ski resort in Andorra, Vallnord trying to achieve the
same conditions as we have with Aramon.
The deep market analysis produced shows this year’s evolution regarding skiing
and climbing in Europe.
The positive evolution of skiing and snowboarding as well as climbing (increasing in
both number of climbers and clubs) at a European and at a national level show
figures extremely favourable towards the opening of Ingravid Sports. This idea
becomes even more relevant when you see customer and monetary-spending
increase.
Furthermore, the reality of climbing in the Olympics in 2020 makes it even more
interesting, opening the market widely and attracting people to the practice of this
sport and so the existence of new clients who want to spend their money.
Finally, knowing the importance of social websites on the actual society we are
going to invest quite a lot of money by means of an expert company on SEO and
SEM in order to achieve a big audience and set ourselves within the first three
google-search positions. [-]
Subject
Description
Treball Final de Grau en Administració d'Empreses. Codi: AE1049. Curs: 2017/2018
Type
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