Abstract
The outdoor/sports outfitter industry comprises primarily of independent businesses engaged in selling a diverse array of sporting and athletic goods for fitness and exercise, golfing, camping, fishing, winter sports, shooting, racket sports, kayaking and other sports. The successful marketing strategy of outdoor/sports outfitters requires the identification of a target market and development of a marketing mix (product/service, place, price and promotion) that will best satisfy the needs of this target market. This research was conducted to investigate the marketing strategies implemented by outfitters to meet the needs of consumers. A census of the 20 outfitters in the contiguous regions of Quebec and New York/Vermont was visited by observers. Systematic observations were compiled for each establishment. More similarities than differences were found. Sports Outfitters in both regions have well-developed product/service strategies, and personal selling strategies, but weaker promotion strategies with respect to advertising. The Quebec sports outfitters have better location and establishment design strategies than Vermont/New York establishments, while the latter have better pricing strategies. American retailers can benefit from the benchmark provided by Canadian stores with respect to location, while Canadian stores can learn from the pricing strategies of American stores. Improvement in promotion initiatives is needed in both regions.
Highlights
The sporting and athletic goods manufacturing industry comprises of establishments primarily engaged in manufacturing a diverse array of sporting and athletic goods for fitness and exercise, golfing, camping, fishing, winter sports, shooting, racket sports, and other sports
This study demonstrates that a better understanding of a target market can help in the development of better marketing strategies that better appeal to the sport market
Purpose of the Study The successful marketing strategy of sports outfitters requires the identification of a target market and development of a marketing mix that will best satisfy the needs of this target market
Summary
The sporting and athletic goods manufacturing industry comprises of establishments primarily engaged in manufacturing a diverse array of sporting and athletic goods for fitness and exercise, golfing, camping, fishing, winter sports, shooting, racket sports, and other sports. Sales and profits in the sports and sports outfitter industry are consistently in an upward trend, even in economic downturns when other types of retailers suffer [2]. As Canadian and American consumers have become more health conscious in general, their purchases of sporting goods, sports apparel and healthy foods have gone up. According to Forbes [3], the global sports apparel market is expected to grow at a rate of 4% to reach $178 billion by 2019. The leading players in this market based on 2012 revenue are Adidas ($8.2 billion), Nike ($6.3 billion), Puma ($1.5 billion), Under Armour ($1.38 billion), Lulu Lemon Athletica ($1.37 billion), Asics ($470 million)
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