A swot analysis and marketing program of optimum

Swot Analysis

In this proposal, we discuss the marketing strategy of our athletic wear business Peak Overall performance. We start out with an explanation showing how and so why we have produced our company the way we have, including our mission affirmation and goals. The plan goes into a great in-depth breakdown of our marketplace and how we all plan to placement our company in this target market. There is also a SWOT analysis, some of our application goals, pricing strategies, and what a web based shopping experience of us is a lot like. We in that case explain just how our advertising strategies operate and how all of us evaluate marketing success in Peak Efficiency. The plan proves with a view at our limitations.

Who We Are

Peak Functionality is a modern, online price tag company that was established this year and specializes in comfortable workout clothing for all those body shapes. Because the business celebrates the individuality and uniqueness of each human being, we certainly have created a clothing line based on body shape and size. Applying Body Mass Index Stats, Peak Functionality has developed an alternate sizing program for its apparel line to accommodate people of all diverse shapes and sizes.

Peak Performance’s sizing strategy is unlike additional traditional apparel retailers. Sizes, based on physique, correspond to shades instead of the classic: “small, moderate, large, x-large”. Feminine body shapes consist of: stringbean-green, carrot-orange, peanut-beige, pear-yellow, and apple-red (pictured in Figure one particular below). With masculine and feminine sizing, as sizes acquire larger, the shade of each “size color” gets deeper.

Determine 1

Manly body types include: aubergine-purple, leek-green, beetroot-red, and parsnip-yellow (pictured in Figure a couple of below). We offer charts and informational movies about body proportions (size measurements and body shape) and their related color on our website to help new customers navigate our sizing system.

Figure 2

Maximum Performance is known as a green-conscious company that uses recycled supplies to create its products. Through impressive technology, Maximum Performance provides invented and patented a fresh, breathable materials called polyethrinite. This material is designed for workout garments because it is light, flexible, and does not shrink. Polyethrinite is also highly desirable because it is a low cost material, costing only $0. 06 a sq yard. This material is made and turned into the unique workout t shirts that Optimum Performance produces just three miles from your site, producing our transport extremely effective.

To produce polyethrinite, Maximum Performance contains collection drives all across America to gather used cotton and polyester t-shirts, which are become polyethrinite through the chemical technology at Rev. To increase bonus for via shawls by hoda, Peak Functionality has combined with Yellowstone National Area, Yosemite Countrywide Park, and Bryce Encolure National Park. They offer totally free, three day admission towards the parks along with housing for 3 days and three night times for groups who give over two, 000 utilized shirts to Peak Efficiency with each drive. Every group must consist of underneath ten persons, and drives cannot last longer than eight days.

Vision

At Peak Performance, the vision is always to see even more Americans turning into active within their day to day lives and feeling more comfortable of the bodies throughout the clothes that they wear. All of us also have a determination to recycling and to get earth green. Through progressive processes, we now have created a reused material that may be perfect for equally comfort and the planet.

Mission Statement

“Peak Performance’s objective is to look after the players to the people who want to get fit by providing comfortable, practical activewear and for the environment by giving used products new your life through recycling. “

Objectives Beginning from Current Yr

1 ) Sales of 1 million t shirts by end of season

2 . Boost sales simply by 10% each year

3. Average 50, 000 page clicks per week on web page

4. Reach 3 million people through social networking each year

five. Reach an additional 500, 500 people every year through advertisements

6. Obtain A+ ranking from Bbb every year

Market Segmentation

In order to pinpoint the target marketplaces and match marketable benefits to each group, the entire market was segmented into more compact groups relating to location, the demographics of technology and self-perceptions, gender and ethnicity, cash flow, and the psychographics of well being or eco-friendly social tendencies.

Target Markets

Location

Peak Performance is a north american online retailer that performs business only in the United States. Since all materials and items are made and sold in America, feelings of patriotism maneuver endorsers of yankee businesses that individuals target to buy our items. We additionally donate a percentage of our product sales to maintain countrywide parks, so adventurers whom take nationwide pride in the land are moved to purchase our goods while supporting an environmental cause.

Generation and Self Notion

Our concentrate on, generational cohort is millennials or Technology Y, both men and women, ages 18 to 30. We have identified that the unfavorable stigma that millennials will be “entitled” offers given us leverage in motivating them to make a positive impact on world. Through learning other companies that donate funds to social causes (such as Take pleasure in Your Melons, Toms, etc . ), our research has shown us that 68% of sales are derived from millennials. Apparently millennials are eager to break from the adversely associated stereotypes by helping companies which will make social changes.

Peak Performance also specifically market segments to those who have are very sensitive about their physique by putting an emphasis on the lack of traditional size names”small, medium, and large”that typically spark unfavorable reactions. This consists of the people whose body designs fall among the minority and are oftentimes not carried simply by mainstream stores, giving Peak Performance the cabability to target a market segment that is certainly currently being underserved.

Sexuality and Ethnicity

While lines with manly body styles are aimed toward men and contours with female body forms are geared toward women, equally lines give the flexibility to switch between the two. This means that if a person contains a more veg figure (traditionally associated with men) than fruit figure (traditionally associated with women), she or he can pick items that best fit her or his figure without worrying regarding traditional dimension differences involving the two sexes.

The company also stretches beyond the confounds of ethnicity by simply producing a variety of clothing styles that charm to different cultural groups across America.

Income

Each of our target market is also people with middle class level income. We all decided when creating our outfitting that we wished our clothing to be expensive enough that people make a profit, can donate adequate enough funds to our cause, and give our things the appeal of being top quality simply through being higher priced than affordable retailers like Walmart. We might not consider our pricing to be high grade pricing because the offering cost is not significantly higher than the cost to create each item, however , all of us consistently value our products slightly greater than our competitors’ pricing. Because our store is completely on the net, we also need to reach those who have the methods to access the store to create online acquisitions.

Psychographics and Social Trends

Buyers who want to always be healthier and are trying to “get fit” yet do not know where to begin are a excellent target market pertaining to Peak Performance. While performing research in post-purchase emotions after purchasing workout equipment, we found that 88% of consumers truly feel little to no feel dissapointed about about purchasing workout equipment, and 52% of consumers believe their fresh purchases will certainly motivate those to make a change in their way of life. This has demonstrated us that customers truly feel psychologically gratified after getting workout clothing. Thus, the product meets both practical and internal needs.

Fashionable activewear also helps consumers feel well informed about going into a health club and work out facility. A current study done by the American Psychology Affiliation found that individuals who wore workout products that they believed was desirable were 32% more likely get into a fitness center and could stay in a fitness center twice as lengthy as they would if they were not wearing something they felt was attractive. This shows all of us that emotional views on physical self-image play a large role in compelling people to workout.

Our company interests those already focused on health and wellness concerns also. We have found that within the last five years, gym subscriptions have bending since 2012, Sam’s Membership grocery store has had a 42% increase in product sales in produce, and Vitamin Shoppe has received a 60% increase in nutritional sales. While these answers are not necessarily conclusive in proving that Americans are more health conscious now than they utilized to be, they actually do apparently support this kind of claim. We have also followed up with various research by the U. S. Centre for Disease Control and Prevention and located that overweight, hypertension, and Type 2 diabetes costs have every single doubled within the past ten years, making healthy living even more of a requirement.

Peak Performance also follows environmentally friendly social trends and interests those concerned with the environment. Each of our production method recycles employed cotton and polyester t shirts into fresh athletic attire, and we give a portion of the profits to national leisure areas for their routine service. Those who give can take advantage of free three-day admission and overnight enclosure at these national recreational areas while wearing all their new eco-friendly athletic wear during their stay.

Positioning

To better appreciate our target market we executed research on some of our opponents. The most popular are REI, Duluth, and Tentree. Tentree is a company that we researched one of the most because just like Peak Efficiency, Tentree donates a portion with their sales to a environmental trigger, specifically to grow trees around the world. By looking even more into these kinds of outdoor clothing companies, i was able to see who all their demographics happen to be, how they normally price clothing, and what they do for revenue promotion. We’re able to also see how our customers would get ranking us compared to these companies and make a comparison diagram to see where we stand amidst our opponents.

While an gumptiouspioneering, up-and-coming business, Maximum Performance finds it important to understand each of our competition in order that we know wherever we wait in comparison to them. We stand apart from our most significant competitor, Tentree, because the two our delivery and returns are free to the consumer, and our products are recycled. We power these differences in our advertising campaign to show off that we will be the premium worth, eco-friendly dealer.

Buyer Excellence

Maximum Performance is usually dedicated to making the customers its top priority. To help make the customer experience the best it is usually, we start with the employees’ experiences. We can say that a happy employee makes a cheerful customer, and so we continuously strive to generate our staff a priority. Each employee is definitely treated while using same esteem and empathy that we wish our clients to be remedied with, and see the pay off every day.

Maintaining confident relationships with customers is crucial. We want repeat, loyal customers coming back to do business with us since they are more than content with our assistance. To facilitate these associations, we have staff ready to solution concerns and questions 24/7 via an online chat or higher the phone by 555-555-3429. We all also have sizing experts who have are ready to support customers determine what “produce size” they can be so that they do not need to worry about shipping products again.

When an item probably would not fit properly or was packaged improperly, Peak Overall performance offers totally free returns for almost any customer. This encourages new buyers to give our products a try because of the low risk associated with buying, and that encourages loyal customers to keep to buy with us and check out new styles and colors of items.

We also provide a devotion program for all customers whom sign up with an email addresses to receive exceptional price promotional materials from us that are not normally available to clients. Our plan also returns customers who also fill all their wardrobes with the products which has a free shirt for every several shirts they buy. These types of shirts have special branding on the front that we just use for these give-away shirts, tagging the customer using a sort of logo of honor for purchasing around. We develop new designs for each “level” a customer gets to (i. at the. first design as the eighth tee shirt, second style as the sixteenth t-shirt, etc . ). This program is beneficial to our customers because that they receive a cost-free shirt, and it also benefits Top Performance because we receive free promoting from the shirts we give aside. With every special edition Optimum Performance shirt we give away, a side written “thank you” be aware goes with the package. We think this is a unique way that people can show the appreciation to the customers. In addition, it limits how much postpurchase anxiousness our consumer will have mainly because they feel great about the donation that their buy created to help maintain our countrywide parks.

As we make our t shirts from recycled shirts, all of us also let it be known to her and thank all of the people who donate recycled shirts to our company. Every shirt donor receives a handwritten note thanking them for their donation to a worthy trigger. We also offer them 20% off their particular next buy to encourage them to shop with us again.

Peak Functionality understands that consumers want goods as quickly as possible. Just like the consumer is able to buy each of our products 24 hours around the clock, we all pack purchases around the clock”that way all of our products will be shipped as soon as possible. While various other companies’ goods ship in 5-8 business days, we all ship goods the day they are really ordered. Since Rev is found as near to us since it is, we see no reason why each of our shipping process cannot useful.

SWOT Analysis

Inner Strengths and Weaknesses

As being a company in the clothing industry valued for $225 billion in 2012, Optimum Performance features heavily assessed its inner strengths and weaknesses. One of the biggest strengths with the company is definitely selling straight from our business to our clients online. Devoid of intermediaries, we have the power in order that the product reaches the customer, coming from easy ordering to on-time delivery. Each of our product and store are accessible virtually anywhere. Second of all, by selling solely in the United States, we can easily avoid tariffs, quotas, and exchange prices. Furthermore, the base position in the american United States is usually an advantage for all of us because we all support three regional national parks. Lots of customers know the parks well and like to purchase from us because they desire their community parks to stay in good condition. All of us also have constant research and development in place to make the product better and increase our merchandise and organization value.

While our online retail will be good, not having a storefront for customers to physically knowledge our product or service could potentially lessen our range of sales and gross earnings because of the range of consumers who have do not however shop online or prefer a classic retail store setting. Additionally , whilst we offer a multitude of athletic clothing, our reliability on generally producing and selling shirts could be a risk should all those sales decrease.

Exterior Opportunities and Threats

Even as analyzed the external environment, we examined larger-scale possibilities and dangers. With regular change in social trends just like fashion, the necessity for new items with fresh materials and styles remains. The marketplace for on-line clothing product sales is growing and it is predicted to grow 10% every year for the next ten years. Because population has been said to increase five million people per year, we all expect the number of clothing required to increase. Since population raises, it may be a little more difficult for transportation to happen, which will as well contribute to the regarding online clothing sales. This all aligns each of our online placement with the future of the market.

The United States is definitely increasingly becoming a society that is certainly focused on athletics and exercise, and as that is shifting, therefore has the with regard to performance clothes. Unlike competitors, our target is to turn into a revolutionary manufacturer that clothes the players to the people who want to exercise even more. That is why each of our sizing system by condition is popular with the culture in the us. Though we are starting in the United States, the opportunity to grow into any kind of area of the global market is still an option for future years.

Nevertheless , our company will certainly own a small market share because we are a tiny, non global company. All of us will face fierce competition from foreign and national competitors’ brands, such as Tentree. Securing the brand and making materials to obtain stock so customers receive products at the earliest opportunity will be and is also be a risk.

Item

At Peak Functionality, we make breathable, fashionable athletic gear for all human body types. We could most praised for our top quality athletics shirts which come extended range sleeve, short sleeve, and sleeveless so that athletes can stay with the peak of their own performance. We now have sizing for both assertive and feminine body system types, with crossover among to the two because we understand the unique sizes that humans happen to be. We as well carry twenty different colors that vary in styles as well. All of our items are made with each of our innovative, reused, eco-friendly polyethrinite material.

Polyethrinite is definitely breathable and comfortable. We often go through customer evaluations that are “thank you” remarks to all of us for providing such a good material. Polyethrinite is perfect for workout because of the breezy nature than it. Customers truly feel confident doing exercises in polyethrinite because it does not get weighty when it is rainy, and it will not lock in body heat.

R and d

As Peak Performance works to stay innovative with its items, we constantly strive to keep up with our customers’ changing needs. Several of our customers are busy parents practicing physical difficulties, they are at times forced to become training in the rain, snow, or even at nighttime. For this reason, we could developing shirts that contain reflecting material to ensure that athletes wearing our brands are noticeable to cars and are more secure. When our customers’ demands change, therefore will the products. We work to hold our clients safe and satisfied.

For almost a year, we have been testing idea and are currently taking steps every day to have the shirts become infused with reflective materials. We have been working away at this design with division 1 NCAA cross country athletes and gathering their very own input to incorporate into the patterns.

The product is still becoming developed, and unlike typical reflective have on, we are working away at it becoming ten instances more refractive than any kind of material on the current market. Following market assessment, we see that there is a chance for us to be on top of the reflective gear marketplace within the next 6 months. We hope to launch the final developed item in the next 12 months, and when it hits industry, we anticipate our tshirts to be the top-selling reflective items.

Price: Prices Strategy

Peak Efficiency is a value-based company that continuously develops top of the line, leading edge products to give our clients the greatest benefit. We arranged our rates to be able to work our company efficiently, make a profit, and be able to donate an adequate amount of funds to national parks. We initially look to rival prices, especially Tentree, understanding our tee shirt prices contend with theirs, and we then place our rates to be slightly more expensive value to give our products the perception with the higher quality associated with higher charges. Additional discounts, sales marketing promotions, and selling price deductions can be obtained in conjunction with each of our regular charges, ranging from $15-$50.

Place: Associates, Supply Cycle Members, and Delivery

Currently, we all work with each of our corporate spouse Rev, the of our polyethrinite. Rev offers us an excellent deal in its cloth because in comparison to other merchants that Rev sells to, Peak Functionality leads in sales of polyethrinite. This has helped us develop a trusting, mutual romantic relationship with Revolution and provides opened up for you to contract with them. We all plan to create a contract with them in January of 2018. We also work with our second corporate and business partner, Bill’s Recycled Card, the company of our delivery packaging. We all established an agreement with all of them in 2016 and employ their reused boxes to compliment our wishes of being a more Earth-conscious company.

When talking about business to organization transactions apart from our associates, we job exclusively with national parks, such as Yellowstone National Playground. We do not let other stores to carry each of our product since we want to remain a unique, independent online retailer and be able to control the way our brand is definitely represented. A plus of us executing only business to consumer marketing has a direct route to our consumers, who can rely entirely in us. Should anything go wrong wrong, clients know where to go and who to talk to to resolve all their problem. For instance a of our main marketing items are free shipping and return shipping, it might be difficult to present and assure if other businesses sold the products. Working with fewer companions has allowed all of us to better manage the supply chain operations as well as close interactions with our associates.

The supply chain of Peak Performance starts with Revolution, our polyethrinite manufacturer. After they manufacture the material, they send it to our company building. Bill’s Recycled Cardboard sends our transport packaging to the company building where Top Performance goes together, organizes, and packages a final products. As soon as the product is manufactured, it is organised until it is preparing to be sent out or is instantly shipped to be able to the customer.

Promotion

We wish people to know what makes we and item different from the competitors. With the promotions, all of us seek to excite and inform customers about our organization and our offerings. Functioning to expose clients to experiencing our services and products and to keep them engaged along with excited. Put into effect pride within our biggest advertising of every time free shipping and return shipping and delivery.

Our main channels of interaction to buyers are through our internet site, customer service phone line, and social media. The website is a source which has the majority of each of our educational materials and reveals customers to experiencing each of our products and services. Any public information regarding our company and processes, the founders and chief professionals, recent organization events, each of our products and sizing, and any kind of discounts or perhaps sales special offers can be found in crafted articles and reports, images, and videos. Our web page also has the 24/7 choice to chat live with a company consultant or to call up a representative on our customer support line with any challenges, questions, remarks, or issues.

Facebook or myspace, Twitter, Instagram, and we blog would be the most utilized form of interaction, which we all use mainly to motivate and engage our customers. We have our buyers excited by simply posting product sales promotions or our hottest designs and styles by providing rewards for engagement. All of us engage each of our customers in design tournaments, refer-a-friend programs, sweepstakes and giveaways, and by asking those to tell us what they think simply by answering polls, surveys, submitting comments, photos, or testimonies to share with the height Performance community. With hourly changes and updates, we stay fresh in buyers minds because they come back to see what is fresh.

We expect that word-of-mouth marketing is considered the most successful type of advertising, and thus we intensely utilize social websites to reach out to the consumers. With “action posts” on our various social media platforms, all of us encourage the consumers to talk about, comment, and post pictures of themselves in our products. We often offer random special gifts to people who have actively showcase our company about social media. Our goal is that fellow enthusiasts of our customers will become knowledgeable about seeing the name upon social media, and this we will likely then become front in each customer’s inside search for information. This goal reduces the potential of our competition, because we are the first business people with which will people connect workout gear.

Each of our high quality apparel adds worth to the customer connection with purchasing through Peak Functionality. We are working on a marketing advertising campaign that includes the many features our items have to offer, although putting to relax any concepts that our buyers may have got about overall performance, financial, social, physiological, or perhaps psychological hazards. This is other ways our hand-written notes help us. These kinds of notes open a routine for open communication with the customers, whether or not it not end up being through written by hand notes, letting them feel comfortable giving voice their concerns to all of us about their buys. We hope that the will get rid of any negative word of mouth that could occur if our customers feel that their needs are not staying adequately fulfilled. By being personal with our paperwork, we present each clients that we value them and want them to have a fantastic experience.

Considering and Testing Objectives

Understanding if we are achieving our desired goals is important to us as a company. We all work towards our goal each day, and we observe our progress. We trail all of our on the web sales through an automated system. At the end of each and every year, we all post each of our annual revenue and quickly work to enhance the next year’s sales simply by 10% during the following 12 months. Based on the yearly revenue goal, quarterly goals are set to monitor steady progress toward the yearly target. We monitor the website alone very closely because that is exactly where our sales transactions happen. Each week we look at each of our website clicks to ensure we reach the goal of fifty, 000 clicks per week. Peak Performance as well monitors how social media and other advertisements conduct by monitoring the number of persons reached through them to examine effectiveness. Finally, our most crucial goal is usually to maintain an A+ ranking from the Better Business Bureau to ensure long term customers that they may trust Optimum Performance, which usually we can validate with award letters.

Bottom line

Top Performance has objectives set up for the next five years becoming a top rival in the market. While the analysis of our market segmentation, target markets, and company positioning show, the advantages of our company’s product is present among numerous groups of people, and the amount of profit we could seeking may be made by placing ourselves besides our competitors. The weak points and possibilities that present themselves can be overcome, and are measely in comparison to the possibilities available. These types of opportunities to grow and excel exist inside the company and out of doors the company as well, and we could make the most of these opportunities with all the marketing combine and approaches we have designed and mapped out. As we make an effort to reach each of our goals, we all also have means to evaluate and measure each of our progress while maintaining accountability.

Limits

To reduce possible opinion from this promoting plan, you ought to report virtually any limitations that would threaten the accuracy or perhaps quality in the research and information written. As a group we certainly have combined experience in management, organization administration, and graphic design. We do not have solid backgrounds in research examination or finance. We are looking to hire personnel from the inside to help us during these areas as we work to grow each of our business. All of us also might not have the economical means to travel around the region promoting the products, therefore presently our advertising is mostly geographically found in the northwestern part of the Usa.