In actuality, the sport shoes industry faces a strong competition but companies operating in the market confront the problem of entering new markets and improvement their position in the market. In this regard, the development of online business may be a good alternative to conventional business development. At this point, it is possible to refer to the Sport Shoes Company, which operates internationally in the sport shoes industry and attempts to expand its business online, which has already become a strategic direction in the development of the company’s business.
The industry is currently facing the growing competition at the international level because the major sport shoes manufacturers attempt to take the lead in the industry. In this regard, the quality of products is extremely important as well as the price of the product. The product market of the Sport Shoes Co. consists of professional athletes and amateurs interested in sport and healthy lifestyle. In actuality, the company confronts a number of the major competitors, including Nike, Reebok, Adidas and others. At the moment, the marketing strategy of the company focuses on the business promotion online. In such a way, the company shifts its business online.
The company has two major segments. The two segments of the market are sport shoes for professional athletes and high tech sport shoes for amateurs concerned with their health. In such a way, the company focuses on the two target customer groups and develops products to meet their needs and expectations.
In actuality, the company expands its business online and offers sales of sport shoes online to reach the target customer group. In this regard, it is worth mentioning the fact that the company attempts to improve its position in the market through expansion online and reaching its target customer groups.
Each segment of the market meets the specific target customer group. The company uses specialized websites to reach the target customer group online. For instance, the company promotes its products for professional athletes through placing its ads on sport websites and specialized websites for specific sports. As for amateurs, the company uses health-related and active lifestyle-related websites.
The online value of the company comprises about 20% of the total market value of the company but the company attempts to increase its online market value. In a long-run perspective, the company is likely to increase its market share due to the expansion of online business. In such a way, the company attempts to outpace its major rivals and take the lead in the online market.
To meet this goal, the company can use e-tools to enhance its position in the online market. In actuality, e-tools can help consistently to develop online business of the company. In this regard, the company should develop the promotion of its products through internet. In addition, the company should use newsletters and similar media to reach the target customer group. The company should maintain the customer support service to provide customers with the effective communication with the company.
The company should develop positive company-customer relationships and maintain the effective communication with customers. Through the effective customer relationship management the company can reach the target audience for both segments of the market, including professional athletes and amateurs concerned with their health and technological innovations in sport shoes.