Analysis Of Dick's Sporting Goods

Dick’s Sporting Goods was originally opened in 1948 as a bait and tackle shop in Binghamton, NY. Since then, the company has grown into a major, full-line sporting goods chain with over 500 stores. Part of the company’s mission statement is to be “….the #1 sports and fitness specialty omni-channel retailer that serves and inspires athletes…” (Dick’s, 2015). There is no doubt Dick’s Sporting Goods has succeeded in fulfilling the mission as the company has been publicly traded since 2002 with sales today in

Last year my son joined the cross country at his high school and he needed clothing apparel such as shorts, tops, and pants. We went to Dick’s Sporting Goods Store which is a leading sporting goods retailer offering an extensive authentic, high-quality, sports equipment, apparel, footwear and accessories” (Dick’s Sporting Goods, 2018, para.5). Market segmentation is the process of dividing a market into meaningful, relatively similar, and identifiable segments or groups for a business to make a profit by defining customer preferences regarding their needs and wants” (Lamb, Hair, & McDaniel, 2017). The bases commonly used to segment consumer markets are geographic, demographic, psychographic, benefit and usage segmentation (Lamb et al., 2017).

When someone looks at an advertisement there is more that meets the eye than just pictures

Dick's Sporting Goods, Inc. is an authentic full-line sporting goods retailer that offers a broad assortment of brand name sporting goods equipment, apparel and footwear.

Second major competitor of Dick’s Sporting Goods is Foot Locker. According to Yahoo Finance, the company is an American sportswear and footwear retailer based in New York, New York and was founded in 1974. The company operates as a retailer of athletic footwear. Foot Locker sells more athletic shoes than any other retailer in the U.S. As of January 28, 2012, it operated 3,369 stores in 23 countries including North America, Europe, Australia, and New Zealand. The company employs 13,080 associates as of 2012.

When our professor first presented this project paper to us my mind began to wonder. What is a good company to research and present it to my fellow classmates. My first selection was “Chik-fil-a”, but I wasn’t sure if we could write about fast food franchises. So I continued to brainstorm about a topic to expound on, even going as far as in asking my buddies and co-workers for suggestions. “Walmart”, “National Football League”, “National Basketball Association”, “Nationwide Insurance”, and “LG” were a few ideas that were presented to me. A few of those sounded ok but none really grasp my attention. As I was visiting an outlet mall, I came across Nike store. “Wow that’s going to by my topic of choice”, is what I told myself. Week

Advertisements are all over the place. Whether they are on TV, radio, or in a magazine, there is no way that you can escape them. They all have their target audience who they have specifically designed the ad for. And of course they are selling their product. This is a multi billion dollar industry and the advertiser’s study all the ways that they can attract the person’s attention. One way that is used the most and is in some ways very controversial is use of sex to sell products

Bernie Sanders once said “Finally, let [us] understand that when we stand together, we will always win. When men and women stand together for justice, we win. When black, white and Hispanic people stand together for justice, we win.” Bernie Sanders started as a young activist fighting to desegregate and end the Vietnam war, As he got older he dwelled into politics and became a self identified socialist; he competed against corporate backing and a corrupt political system yet remained true to his beliefs of Universal Health Care System, affordable education, better social security and welfare, the right for a woman to choose what she wants for her body, cares for the environment, but most importantly, Bernie Sanders believes in America.

In the 1990s Telecommuting became popular. (“Wikipedia”, n.d., para.1) It allowed a way for employers to have workers that still accomplished the day to day task necessary to run a business and also allowed employee’s to work without traveling into a dedicate office building or store. In today’s society, I have noticed that there are more job posting for software developers in the United States that offer working remotely versus working at an office building. The purpose of the dissertation is to find out the habits and work ethics of successful remote workers so that a hiring manager could target those traits while interviewing potential candidates for telecommuting work.

Not all advertisers do such a great job at taking their point across in an ad. Sometimes there are those ads that you can stare at endlessly, trying to figure out what it is trying to persuade you of buying, but you never understand

Advertisements are everywhere these days and can be extremely annoying. They will try and get people to buy anything from food to cars and everything else in between. Advertisements have also started to rely heavily on the sexual elements to sell its products. An example of this advertisement would be the ad for Carl’s Jr. or Hardee’s. In this ad, it features Paris Hilton standing in a very seductive way holding a cheeseburger. She takes up half of the ad while the other half is of the actual product with some text. Carl’s Jr. started these racy ads back in 2005 and are known to feature models in bikinis in their advertisements to try and attract younger men. This advertisement heavily relies on sexual appeal to sell its products by using a very sexy and provocative Paris Hilton and using double entendre in its text.

The ad is in the colors of grey and white in what it looks to be an isolated bathroom or showers. The floors look dirty as if no one been there for a long time. In this ad there are three young adult women and three young adult men. It can be assumed by the ways these ladies and men were dressed it was summer. The ladies are dressed in white, one of them having a laced dress with a flower near the shoulder. The other lady is laying on the floor with a sleeveless blouse and along with mini skirt. The other lady is against the wall and is wearing very short pants and a blouse that is half see through. Two of the young men are only wearing white jeans without a shirt, the other man is wearing a white blazer over his shoulders, blue jeans and sneakers. Dolce & Gabbana are selling their summer clothes collection. At least that is what a person will expect just passing through the pages of a magazine. For another person that is looking at the subliminal message could find the ad as promoting violence against women.

Competition is very fierce due to the number of companies competing for sales. Lots of money goes to marketing and promotions using various channels to reach the young demographic group of consumers who spend the most money on Nike’s products. Growth is slowing down in the athletic footwear industry. But new markets are emerging with high growth rates. These markets include extreme sports market and the corporate merchandise market.

One of Nike’s main opportunities is product development. Developing their product range makes them more competitive and because products tend to go out of fashion quickly, Nike must introduce new products relatively fast because consumer demand the newest and latest products. Increase in internet shopping will no doubt reduce the cost and improve prices making them even more competitive.

a. What should the management of Sports Products Inc. pursue as its overriding goal? Why?