Situation Audit
The newly appointed Director of Marketing for Irwin Sports, Mr. Greg Anger has been assigned to create the 1996 ? 1997 communications strategy for the company's two newest products, Ice and Inline Cover Ups for goalies. It is June 6th 1996, and the annual budget meeting is scheduled for June 27th 1996. (Three weeks away)
Problem Statement
Mr. Greg Anger as the Director of Marketing for Irwin Sports must introduce a marketing communication strategy for Ice and In-line Cover Ups for goalies. Two of the major challenges facing Mr. Anger are the two different major geographical marketing areas; Canada and the United States, and the introduction of an innovative product that is very new to the marketplace. In addition, he has a capital constraint of $115,000 to choose the best communication strategy.
SWOT ANALYSIS
Strengths
? Irwin Sports is a division of the Irwin Toy Corporation which is a well established company with major distribution channels for leading brands of sports equipment.
? Irwin Sports distributes its products in the U.S. ( 2,200) Canada ( 1,200 retailers) and 35 five other countries.
? Irwin Sports is considered one of the ?channel captains'.
? The Ice and In-line Cover Ups for goalies is a patented product with no direct competition.
? The product is unique ? lightweight, durable, could be attached and removed quickly, and provides a lot of benefits for goalies, main of them are performance and stile.
? The company conducted a serious market research and can use the results to make the best decision.
? The company has already participated in several shows to promote ...