Zumiez
Bobbi Triolo
BUS620: Managerial Marketing
Instructor Susan Sasiadek
6/19/11
“Zumiez is a mall based specialty apparel store founded by Tom Campion and Gary Haackenson in 1978” (wikipedia.com, 2011). This store offers clothing and action sports gear for skaters, snowboarders and surfers, skateboarders and motocross racers. Zumiez corporate offices are in Everett, Washington, but there are currently 400 stores open in 37 states (zumiez.com, 2011). Looking at the demographic factors used in marketing Zumiez products, the stores products cater to men and women mostly between the ages of 12 and 24 who engage in the action sports lifestyle (zumiex.com, 2011). From a psychographic perspective, or psychological perspective of
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In my opinion, Zumiez got it right from the start. There is little I would change or add to their marketing strategies overall. I do see two changes that could be made that may increase their revenue further. First, I would expand on the ages Zumiez markets to. They cater to men and women between the ages of 12 and 24. I would expand on those ages and create gear an apparel for children starting at age 3 or 4, and adults into their 40’s. I say this for a few reasons: one, many adults like to dress their children like themselves. How many parents go out and buy matching sneakers or hoodies for themselves and their sons or daughters. I know I do, and my son is 3 ½. Two, more children are getting sports specific at much younger ages, and children under the age of 12 are often seen on the products offered at Zumiez. Three, they say 40 is the new 30 and 30 is the new 20. Older adults are getting interested in action sports since the world has become so health and exercise minded. People are buying products from this store and they far surpass the ripe old age of 24. The second change I might suggest deals with geographic segmentation. In all of the Zumiez advertisements I have seen, they advertise all their major items or products offered.
Even though Dicks is a premier retailer on the market, there are three suggestions that I would give a marketing manager to improve the company’s overall status would be to research newer products and improve existing ones, start a sports nutrition section in their store, and focus on improving employee knowledge on store products and different types of sports training. I believe the company could try and focus more on developing a Dicks’ value brand of sports equipment. This could help athletes training from lower income houses because they would be able to afford all or multiple sets of equipment to enhance their training experience. Expanding or developing a sports nutrition section would help Dicks to break into a market which has been previously untouched by the company. Offering nutritional products would add to the overall superstore concept where a customer can get all their shopping done in one location. And finally to improve customer service Dick 's could start a company program whose priority is to hire retired athletes who have better knowledge of sports and extreme physical training. In general an employee with previous sports training experience is going to have a better feel for what type of equipment is applicable for different training situations. With these improvements I think that Dicks Sporting Goods could enhance their customer satisfaction tremendously and propel the company even higher in its revenue
At $7.50-8.50 per average full meal, Zaxby’s is very affordable. It is a little more expensive than some fast food chains such as McDonald’s, but is a healthier and fresher alternative. Customers are willing to pay the extra small amount for the higher quality product. The service one generally receives in the restaurant is much better than with comparable competitors. The local locations are actually decorated to suit the interest of the area surrounding it. This is what we marketers call “regionally aware”. It gives the customers a more close to home feeling when they first enter the restaurant, while they dine, and when they leave. Zaxby’s has already proven itself to developing talent with its employees and management which adds up to better customer relations and service which in turn leads to increased customer loyalty. Unfortunately, customer loyalty is one advantage that will not follow us to another country. However, customer loyalty will be achieved gradually over a period of time.
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Zumiez is a multi-channel specialty retailer of action sports related apparel, footwear, accessories and hardgoods for young men and women. As of January 31,2015 there are 603 stores; 550 in the United States, 35 in Canada and 18 in Europe under the names Zumiez and Blue Tomato. They support the action sports lifestyle and promote their brand through a
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