Sports Apparel Company's organizational branding strategy and market positioning

BRANDING

ORGANIZATIONAL BRANDING

Sports Apparel's Organizational Branding

Sports Apparel's Organizational Branding

The Sports Apparel Company is an upcoming company that will specialize in the provision of different sports equipment and clothing to its consumers within County X. The company will target customers from all the market niches irrespective of their financial ability to purchase the products it provides. However, market analysis shows that the companies that provide similar products as the Sports Apparel Company does focus on specific market niches (the high earning consumers). Their specifity translates to the need for an organization that provides sports equipment and goods to consumers from all the social classes in the marketplace (Klimchuk & Krasovec, 2006). Similarly, significant analysis of the market shows that the companies involved in the provision of sports equipment as the Sports Apparel Company do not involve themselves in activities that contribute to social sustainability and environmental justice.

Current situation

While many companies providing sports equipment and clothing exist in the present market, they provide services that do not meet the needs of all the customers in the marketplace. For instance, there is environmental degradation, insecurity, violation of consumer rights and market specificity.

Symptoms in the market place

Organizational success will depend on the company providing addressing the needs of the consumers in the marketplace. Among the symptom present in the current market that the Sports Apparel Company will provide services to address it is the fact that not all the customers receive the services they need due to the market specificity of the companies providing such services. Secondly, the society faces the challenges of environmental insecurity and degradation. This is evidenced by environmental pollution caused by these companies alongside their lack of consideration of the activities contributing to community empowerment. Therefore, providing services addressing these symptoms will provide the company with its desired competitiveness.

Factors causing the problems

Among the factors, contributing to the above problems is social stratification that has predisposed the society to isolation of individuals from the low and middle classes. The bodies involved in ensuring the protection of environmental and consumer rights are relaxed, resulting in the exploitation of the consumers and the environment. Organizational culture present in these organizations alongside poor leadership and managerial strategies used by these organizations predispose them to these problems.

Decision statement

The decision statement for the company will be; will provide sports equipment and clothing meeting the needs of all the consumers in the marketplace alongside ensuring competitiveness of the company contribute to the realization of the desired organizational objectives?

Research objective

To ensure the provision of sports equipment and clothing meeting the needs of the consumers from all the classes in the marketplace

Research question

Will providing sports equipment and clothing to the consumers from all the social classes and ensuring environmental safety and justice contribute to the success and competitiveness of the Sports Apparel Company?

Hypothesis

Companies involved in the provision of the sports equipment and clothing provide goods meeting the needs of the high-class consumers only

Companies involved in the provision of the sports equipment and clothing in the present environment do not recognize the need for environmental safety and justice

Variables

Among the research, variables include level of knowledge of the present companies and the consumers, the attitude of the consumers towards the organizations, and social classes in the community.

Relationship between the objectives and the variables

Level of knowledge influences the ability of the consumers to utilize the products offered and the companies to understand consumer needs. Attitude influences the ability of the consumers to utilize the products offered. Social classes in the society also influence utilization of the sporting products (Klimchuk & Krasovec, 2006).