Students,
Welcome
to our Retail Analysis/Discussion and Response assignment involving
Dick’s Sporting Goods. You will be required to submit a 500-750 (minimum)
word discussion post/blog analyzing the event from a sports marketing,
marketing research, or marketing manager perspective. Your post and response should be
well-conceived, grammatically correct, utilize sports marketing language and
concepts, and be unique. Yourpost will be due by Tuesday June
14, 2016 by 11:59 pm.It is important to note thatsubmission
postsposted beyond
the Tuesday deadline will receive a late penalty and post responses will not be
accepted beyond the Thursday due date.
Assignment:
The retail analysis
involves visiting, observing, describing, and evaluating a sports industry
retail store. The learning objective is the understanding and application
of sport product concepts. Your task will be to visit the local Dick’s
Sporting Goods Store and format a discussion post regarding the organization’s
sport offerings.
Relevant Topics
Include:
1. Analysis of
various sport offerings and describe the bundle of benefits.
2. Analysis of the
sport organization’s goods/services by product dimension.
3. Analysis of the
“Dick’s Sporting Goods” total product.
4.Analysis of the
product/service quality by dimension.
5. Analysis of the
sport offering’s physical vs. virtual experience.
6. Analysis of the
sport organization’s (discontinuous, dynamic, or continuous) innovations.
7. Analysis of the
sport organization’s history as it relates to the Sport Offering/product Life
Cycle.
8. Provide 3
promotional examples and discuss each as they relate to the promotion mix
elements.
9. Provide 3
examples of sports marketing messages from the organization and detail the
message characteristics.
10. Provide an
example of a sports promotion used by the sports organization and provide the
objects and their relation to the hierarchy-of-effects model.
Supplementary Media:
Click
here for the 2013 Annual Report:DKS_2013_Annual_Report.pdf
Final Notes:
Remember to approach
this event from a sports marketing/marketing research perspective! Enjoy
the branding, consumer experience, sport offering management, and sports
marketing. HAVE FUN
