Globe International Ltd. Marketing Plan and Rresearch
Uploaded by joeydaprof on Jun 12, 2006
Globe International Ltd.
22nd March, 2004
Table of Contents
Globes Business and its operations…………………………………..3
Nature of the “Action Sports” Market……………………………….4
Description of Globe Internationals Target Market……………5
Factors that will influence the purchasing decisions………….8
Marketing Strategies used by Globe International………........9
Laws that influence Globe Internationals Marketing………..12
Bibliography…………………………………………………………………13
Globes Business and its Operations
Globe International is a multi-brand footwear, apparel and boardsports 'Youth Culture' company. Initiated in 1984, the Company today is consists of its Australasian, International and North American divisions. Globe International designs and develops a product range of proprietary, licensed and distributed brands. Each of these brands is strategically targeted at specific sectors of youth culture in the surf, skate, snowboarding and urban/street fashion markets for both males and females.
Globe International aims to offer quality products that integrate style, performance, durability, and comfort.
Globe International main operation functions involve the design, development and distribution of youth fashion, footwear and skate equipment. The company does not undertake any manufacturing of its products; rather production is outsourced to third party suppliers.
Nature of the “Action Sports” Market
Age Group: The problems associated with this market include keeping up with always changing youth fashion trends businesses in this market (Globe International Included) must stay in touch with the “alternative” market and cannot become “mainstream”, in essence they must realise that consumers between the age of 10-24, “generation y”, prefer individualism and independence.
Market Forces: Many of these products are sold through independent retailers. They markets globe operates in can be said to be wealthy (market possesses high wealth). Therefore Changes in the economic environment (eg. Interest rates, inflation, consumer sentiment and the unemployment rate) along with government policy (fiscal, monetary and regulatory) may negatively alter the level of disposable income of customers and thus impacting on their enthusiasm to purchase products.
Size: The size of the Actions sports market is generally hard to measure as it is relatively new. However it can be said there is a growth trend because:
1. Between, 1994-1999 there was a 43% increase in skateboarding and a 57% increase in snowboarding participation rates (US).
2. 89% of skateboards, 85% of skate shoes and 70% of snowboards are sold to Generation Y (US).
3. Generation Y is the largest teenage population segment in America, and it predicted to overtake the “baby boomers” by 2010.
4. ABS published that over 30% of young Australians are involved in skateboarding related activities
Location: All these factors suggest a growing today and an even stronger one in the Future.
Many...