Power leisure is a small warehouse based retail seller of fun on road and off road leisure equipment

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Introduction

‘Marketing is the function that links the company and the customer to get the right product to the right place at the right time’. (www.tutor2u.net/business/marketing) while identifying, anticipating and satisfying customer wants and needs.

        Power leisure is a small warehouse based retail seller of fun on road and off road leisure equipment such as dirtbikes, mini motos, and quadbikes. It imports its products from china enabling it to undercut UK and American made product prices even at the small level of import quantity. Due to the fact that these are leisure products the higher priced goods relate heavily to the economic cycle and experience sales increases in a buoyant economy. The other products have seasonal booms in sales around Christmas periods and holidays. Due to the high price of a retail outlet on a main high street power leisure is situated in a small commercial unit located in an industrial estate 15 minutes away from the town centre in Hove. Because of its location power leisure will have to rely on local publications, mail shots, and possibly local radio advertisement to increase awareness of its location and its mission statement of high quality with lowest prices. The objectives of the business are to be recognised as a supplier of these goods at the lowest prices in that area. To be known to trade customers who will purchase multiple units, to increase brand awareness, to survive its first year of business and due to the predicted high sales turn over to break even within eight months.

        

Marketing aims

We think that initially we shall plan to start by advertising in the local trade magazines Friday AD which has a high circulation of the target market and is read on a weekly bases, this is to be followed by direct mail shots in areas where houses are known to have on average one acre of land the final strategy for the local area would be radio advertisement if costs could be negotiated down to follow the company’s basic marketing strategy. Using the product mix the objectives of the marketing plan are to market the latest products at the lowest price and place the advertising within easy reach of the local catchment area of approximately 140,000.

        

MARKETING RESEARCH:

Marketing research means finding out about the product and its market place. It is an important part of identifying and anticipating customer needs. Once the product has been bought, marketing research can be used to see if the customer was satisfied.

Customers

I have agreed with the local council to place a small stand in the local town centre which will contain examples of a few of the products such as dirt bikes, this will attract passers by at which point they will be asked if they are willing to fill in a short questionnaire with the benefit of reviving a 5 pound discount of any power leisure product they choose to purchase. Due to it being the town centre they should be a good range of people filling the survey especially as it is to be done during the summer holidays on two weekdays and one weekend period. The company would mainly be targeting almost any one who is able to use the products and can afford one. When handing out the surveys although the products mainly attract youths the questionnaires would be handed to adults as well as they are the ones purchasing the product usually.

Power Leisure Customer Questionnaire

Please fill out this simple form as it is needed for my Business Studies marketing project:

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1. Age: ___________________________________________________________

      2. Area you live: ___________________________________________________

      3. Area you Shop most: ______________________________________________

      4. Hobbies if Motorsport related: _______________________________________

      5. Favourite Motorsport Magazine if any (Please Circle):

     A) Bike Trader

     B) Dirt Bike Rider

     C) Motorcross

     D) Bike

     E) Other

      6. What is your average spending on leisure products a year including games consoles and toys over £100: __________________________________________

      7. How important is appearance ...

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