Competitiveness assessment of Alfa Sport shop

By Tatyana ChehranovaMG-09

PlanDefinition of competition and competitivenessCharacteristics of ALFA SPORT shop Competitiveness assessment SWOT-analysisConclusion

Competition is a rivalry between two or more businesses striving for the same customer or market trying to achieve such goals as increasing profits, market share, and sales volume by varying the elements of the marketing mix: price, product, distribution, and promotion.

Competitiveness is an ability of a firm to offer products and services that meet the quality standards of the market and occupy a larger market share for that service or product at prices that are competitive and provide adequate returns on the resources employed or consumed in producing them.

Factors of CompetitivenessQualityAttractivenessReliabilityPriceProfitabilityInvestments in development & technology Market shareDuration on the marketReputation

Alpha Sport Shop was founded in 2008.The shop is situated in Dnipropetrovsk.The company is young.It provides a wide range of goods.

Product assortment:

SportsFishingTourism

Objectives of ALFA SPORT shop:

to improve the quality of the products.

to improve customer serviceto expand product assortmentto establish good relations

with business partners and employees.

to create and retain new jobs.

Main competitors of ALPHA SPORT shop

Pan sportsmen Rybachek

Consumer segments of Alfa sport shop

Consumer segment of sports goods (target audience: 25-45)

Consumer segment of goods for fishing and tourism

(men over 35)

Comparative characteristics of the shops:

Comparative characteristics of the shops:

Competitiveness assessment

Strengths Convenient location; Wide product range; Average prices;Good Customer Service; Effective promotional campaign.

Weaknesses

poor image;lack of consumer awareness;small period of time being on the market;ineffective merchandising management;poor loyalty program;bad store facilities .

Opportunities

Growing number of potential customers;Finding new suppliers;Marketing research;Expanding advertising activities;Attracting more customers to a healthy

lifestyle;Using cross-marketing;Opening 2 outlets in Dnepropetrovsk region.

Threats

Severe competition;Changes in consumer preferences;market saturation;High degree of control of small businesses by

the state.

RECOMMEMDATIONSTo work on the

company’s image and make it more attractive to the customers

To inform customers about the existence of the shop

To introduce some improvements in advertising campaign

To introduce a discount system

Thank you for attention!