Assignment on Marketing Strategies for Adaptive Sports Global (ASG)

Introduction and instructions

Step one: Requirements: The following Course Outcome is assessed in this assignment: MT450-1: Examine how marketing strategies influence marketing decisions. Introduction and instructions: In this assignment, you have the opportunity to demonstrate your understanding of concepts from your reading as applied to a simulation. First, read the background concerning the scenario Adaptive Sports Global (ASG) company. Then view the simulation provided all the way through to gain a glimpse of what it might be like to work as a marketing product line manager in a well-funded startup company.

The second simulation will provide details you need to understand to more successfully complete the assignment. Once you have thoroughly viewed the second simulation at least once, address the required checklist items below to complete the assignment. Scenario: Adaptive Sports Global Read Adaptive Sports Global (ASG) background information needed for This assignment. -View the meeting of the marketing director at Adaptive Sports Global (ASG), and the marketing management team meeting, (1 (akamaihd.net)) to begin to develop the marketing strategy and marketing plan. - View the simulation for details for the assignment below.

Step 2: Product lines • Choose one of three product lines listed on Tab 2 for which you want to be responsible. Then respond to all the checklist items. Product Lines: Choose one of three product lines listed below for which you want to be responsible. Then respond to all the checklist items. The first products within each of these three product lines that ASG will introduce to the market in three months (in the colors of red, navy, white, blue, black, green, and grey-unless otherwise stipulated) are: Product line

1. Winter line: Ski poles that convert to adjustable shock resistant hiking poles with a push of a button. Skis that become snowshoes. Retractable length and when a button is pushed, cleats descend. Ski boots (black or brown) that adapt to sleet, ice, or snow and/or unstable terrain, with retractable cleats; these boots can even be used for golfing. Snowboards (ultra-aqua; navy; grey with logo) with lightweight retractable legs that become benches. Product line

2. Spring/Summer/Fall line: Boat and parasailing sails that adapt to wind, rain, and temperature conditions. They come in sizes for standard craft and in several colors. Parasails also double as tents. Tennis rackets that convert to racquetball rackets with a collapsible shaft that stays stable under any normal use impact conditions. Hiking/walking shoes (brown or black) that are waterproof but breathable and elevate when thick mud or rain are detected. Surfboards (white/blue stripes; blue, white stripes) have collapsible legs to convert to beach lounges. Product line

Step one: Requirements

3. Apparel: Hats, helmets, vests, and jackets (male and female lines): Fabrics and materials that adapt to the wearer’s temperature and the ambient temperature and that are sustainably made in the United States (US).

Step 3: Checklist items. Based on your analysis of the information provided regarding ASG and the simulation details provided on the previous tabs:

• Describe the company’s core competencies based on the limited information in the scenario.

• Provide a general company SWOT analysis based on the company scenario.

• Explain which of Porter’s three overall marketing strategies from the learning activity the company should use and why.

• Identify your chosen ASG product line.

• Summarize the competition to your chosen product line as found on the Internet.

• Explain the distribution strategy that should be used for this product line. Should ASG consider strategic alliances for your product line? Why or why not?

• Analyze how your chosen marketing strategy (from Porter) shown above impacts what the 4 Ps will be for one (1) of the products from your chosen product line. Make sure you cover the following areas in your paper. Any elements left out will result in a lower grade. Core Competencies:

? Describes the core competencies concept and Identifies an example of competitive advantage in the core competency description.

? Describes how the core competency contributes to perceived customer benefits and has applications in a wide variety of markets.

? Specifies how the core competency is difficult to copy. SWOT Analysis:

? Describes the concept of a SWOT analysis.

? Identifies an example of at least three (3) strengths and weaknesses for Adaptive Sports Global

? Identifies an example of at least three opportunities and threats. Porter’s Strategies:

? Describes Porter’s three overall marketing strategies.

? Selects one of the three of Porter’s marketing strategies for Adaptive Sports Global.

? Describes why the selected strategy is the best choice for the organization. Competitive Forces:

? Summarizes the level of competition found on the Internet regarding the chosen scenario product line.

? Identifies at least three direct competitors.

? Identifies at least three in-direct competitors. Distribution Strategy:

? Explains at least three (3) distribution alternatives for the product line.

? Selects the best distribution strategy for the product line.

? Defends why this is the best distribution strategy for the product line. Strategic Alliances:

? Describes the concept of strategic alliances.

? Explains whether the scenario company should consider strategic alliances for the chosen scenario product line.

? Defends rationale on why the organization should or should not pursue strategic alliances. The Marketing Mix: ? Analyzes how the chosen Porter marketing strategy above impacts all 4 P's for one (1) of the products from the chosen product line from the scenario. Respond in a minimum 3 pages word document in Microsoft Word in addition to the title and reference pages using current APA format and citation style (see Unit 1 Reading area for APA assistance). Consult the Assignment 1 rubric to assure you address all checklist items before submission.