Marketing Analysis of Oakley, Inc.
For my strategic sports marketing project, I decided to report on the sports marketing activities of a particular corporation. I specifically wanted to report on the marketing operations of a rather diverse company; one that offers more than one product line for more than one sport. Oakley, Inc. is a company that offers several different products for a wide range of sports. I will now briefly describe the company and its operations, as well as its primary sports marketing goals and objectives.
Company Info. Oakley, Inc. is a Washington corporation formed in March 1994 to succeed to the assets and liabilities of Oakley, Inc., a California corporation, which commenced operations in 1977
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After the development stage is complete, the final sculpture can be used directly in preparation of production tooling. Utilizing these processes, the company is capable of introducing a new product line within four months of initial concept. Oakley has obtained hundreds of patents worldwide to protects its proprietary manufacturing methods and product features. Among the company’s most important patents are those which guard its achievements in torodial single-lens geometry and the associated manufacturing techniques, dual-spherical lens technology and the associated optical advances, and innovations in frame design and functionality (Oakley.com, 1999). The proprietary technologies employed in lens cutting, etching, and coating, as well as the company’s significant investments in specialized equipment, are matched with exclusive formulations of production materials to produce the superior optical quality, safety and performance of Oakley eyewear (Mayes, 1998). Oakley’s historical success is attributable to its introduction of products that represent improvements in performance and style over goods available on the market. To that end, the company strives to develop methods of production that provide greater precision and less cost than its competition. Establishing itself as a global brand, Oakley has diversified beyond the eyewear market. The utilization of advanced
This case study explores different marketing techniques utilized by Prince sports. Research is conducted by utilizing marketing concepts retrieved from various publications as well as Prince sports website. Evolution in technology, joint ventures and adoption of different marketing techniques proved to be successful for Prince sports. There was an evolution of marketing all together at the height of Prince sports success with the introduction and adoption of social media in the marketplace. Prince sports ability to adapt and make changes based on consumer feedback
The business of sports is one of the fastest growing industries in the country. All over the world, many people participate as players and spectators in a variety of sporting activities, creating opportunities for the marketing of a company’s goods and services. An important part of the business of sports is sports marketing, which revolves around understanding consumer behavior and motivating target markets to purchase goods and services. Sports marketing at Clemson University has many different aspects ranging from sports and technology and sport law to sponsorship and sports economics.
The JW Anderson product range consists of menswear, womenswear and unisex garments and accessories. They currently produce six collections annually - two menswear and four womenswear.
Innovation: In such a mature and competitive industry, continuous innovation is crucial to the success of the company as it gives a unique selling point that rivals do not have. Both product and process innovation are Nike’s
In recent years there has been a dramatic growth in tennis participation in the United States. This growth has led to a larger market for the tennis industry to promote their products to and increasing research into how to appropriately market said products so that they can reach the maximum audience. With the increase in tennis participation, industry leaders like Prince Sports have used targeted marketing to address the needs of separate portions of the prospective market. As well as utilizing technological innovations and
Discuss what is meant by the term “customer orientation”. Illustrate with examples how companies demonstrate their customer orientation by reference to at least two elements of the marketing mix.
This article continues to explain that once a sports marketer creates a product and advertises it on a small scale, “Sports marketers get ahead by gradually representing bigger, more important and more prestigious sports teams, companies, associations, and athletes.” In other words, sports marketers need to have a plan of action to promote their product on a larger scale over time. Also, sports marketers spend much of their planning on the aspect of promotion. Mihai verifies that the category of promotion serves to prove that the product is desirable through advertising, sales, sponsorship and public relations. If a sports marketer follows these planning steps, his/her work will lead to a successful product with a large margin of profit.
Thesis Statement: Sunglasses, credited for being developed in the mid-18th century by James Ayscough, have created a current day function and fashion revolution.
The management of Sports Products Inc. should pursue maximization of shareholders’ wealth as its paramount goal. As far as we know, the stockholders are the owners of the firm and the ones bearing the most risk in running it. In line with this, the board of directors and/or the management is
Sports’ marketing is becoming more readily known as the vehicle that drives the sports business to success. It is “orientated toward consumers and about thinking, deciding and acting in terms of the final consumer. You have to know who your consumers are, what they want and need and use this effectively as a sports marketer orientating the drive more toward the market, not the product (Sports Marketing: The motor that drives the sports business
Sports' marketing is a comparatively new field and dimension within the broad concept of marketing. It is continuously evolving and changing today as society combats the free market to decide the legal and ethical limitations of business today. It is significant to note that this discipline within marketing is not clearly defined. Sports today use corporate sponsorships and television money in order to contend and pay for top quality athletes. Those companies use teams, leagues, colleges, and individuals to make a distinction between their products in a very aggressive business environment. What makes up sports marketing to one person could be considered selling out to another. The business world keeps pushing to find a competitive advantage and the sports world has in general welcomed the money offered (Weikel, n.d.).
Pepsi usually use the sports to market its products. The marketing campaign for Pepsi mainly depends on the sports
"Today more than 80% of major eyewear brands, including the world's No. 1 merchant, RayBan" are outlined and retailed (more than 7,000 stores only us) by Luxottica, bringing up issues about brand legitimacy, cost and client decision." Dean Crutchfield, Forbes.
Luxottica Group are the world’s largest eyewear company, based in Milan, Italy. Their long-term corporate strategy is to create the best possible eyewear to satisfy its clients, and expand their market share by growing its various businesses, whether organically or through acquisitions1. The Company will continue to focus on the following strategic pillars: vertical integration, design and technological innovation, brand portfolio management, market expansion, financial discipline and the development of talented and committed employees1. Building strong brands that create enduring relationships with consumers is key to how Luxottica plans to sustain its business in the future.
With a slogan of “Just Do It,” Nike is known all over the world for its products ranging from apparel to shoes. Receiving recognition and sponsorship from various celebrities and athletes including Michael Jordan, Nike’s brand is generally associated in a positive light. However, the brand itself, variety of products, and numerous sponsors exist as only a few aspects of this continuously expanding brand. Another aspect to consider when addressing the overall existence of a product as well as the constant introduction of new products is the production process itself: how the product came to be, who is involved in creating the product, and where the product is produced.