Rollerblade is nearing to a 10% increase in United States’ sales last 2005. The Marketing Manager for Rollerblade USA, Nick Skally, said that it was a good year of sales for their company. Jeremy Stonier, the company president, said that one of the reasons for the increase in their sales is Rollerblade’s growing share in the inline skate market, which is now about 60% of the inline skate market.(Burnson, 2005)
Scott Olson founded the company twenty five years ago, and it had almost 100 percent of the market, but competitors arise in 2000, and only about 30 percent of the market was left with the company leaving the rest of the market percent to K2 and Salomon.
However, Rollerblade still manage to keep up global sales of about $100 million or about 2 million skates per year. Half of which are sold in the United States.(Burnson, 2005)
Some companies like Nike, stopped producing skates, while other companies like Roces have decreased their production since U.S. sales of roller skates have declined.
But Rollerblade still continued to produce and build up their products. In 2005, Rollerblade, together with K2 and Salomon, launched new models of big wheel skates that turned out to be popular to skaters who want faster speed.
Strengths, Weaknesses, Opportunities, Threats (SWOT) is a plan improve tools that go with internal organizational strengths and weaknesses from external opportunities and threats. The internal strength gives foundation for the company’s tactic. In Rollerblade’s case, the internal strength is that rollerblades are fashionable and it is famous to the children.
The internal weaknesses comprise the important parts of your company that you must make stronger.
In this case, the internal weakness of the product is that it is dangerous to the users because it might cause accident. External opportunities are the things that can increase in following your vision and external opportunities. External threats include the possible danger of the technological developments to your product because it might make your product obsolete. In this case, the external threat includes the existing competitors or companies that also produce the same products as the Rollerblade’s products. Another external threat is that it can be dumped by other gadgets like scooters and skateboards.(Kotelnikov, 2003)
The four P’s of Marketing mix strategy include: Product, Price, Promotion, and Place of distribution. These four components have the ability to reach your target market. The products or Rollerblade are of high quality since they are carrying their company trademark with them that they create quality products, so they should have a rating of 1.
The prices ranges from $60 to $350, so there are relatively cheaper ones and there are also costly ones, so they should have a fair rating of 2. Africa, Asia, Canada, USA, Americas, Europe, and Oceania are the places where the products could be purchased, so they are relatively worldwide so the rating is 2. The promotions for the products of Rollerblade are not filtered because you can find promotions of it anywhere in the World Wide Web provided that you search for the products of Rollerblade, so the rating is 3.
The technical quality of the site is relatively average because the contents are not catchy at a first glance of an ordinary person. Their site should catch the attention of anyone who visits the site.
Marketing strategy includes plans to give satisfaction to consumers, and to take advantage of the marketing opportunities to give satisfaction to the consumers. The marketing targets include those old buyers of their products who wishes and waits for the release of the company’s new product. Marketing targets also include new costumers. Their target is to make a strategy to increase the number of their costumers so they should make new gadgets that could attract new costumers, in this case, the inline big wheels skates who happened to be popular to the fitness skaters.
Marketing segmentation is also important in marketing to divide segments in distinct parts or segments. Those small markets are termed specialty markets or niche markets. Strategies for such segments can be achieved by answering these questions: “What are the like?”, “How can I find them?”, and “Where can I reach them?”. Buyer Demographics include housing, education, race or ethnicity of the persons you will reach out to advertise your products.
The use of marketing mix includes the four P’s namely product, price, promotion, and place was achieved by the company. In their site, they have all included these four P’s, each as a category. The elements they have created in the marketing mix did not mix up so it did not create confusion to the prospective buyers.
The overall rating of the Marketing strategy for Rollerblade would be relatively high because their marketing strategy is great that it made to increase its sales by 10 percent in 2005 even if there is competition within many companies also creating the same product as Rollerblade’s.
The marketing plans that Rollerblade made attained the four P’s, and it was able to attract the prospect buyers because of its increase in sales. The company has a good strategy because as stated earlier, it did not bring confusion to the prospect buyers because they did not mix up with words they used to attract buyers.
Additional recommendations for the company are that they should improve their website, so that it would be pleasing to the passersby who happen to come across to their website. Their website’s purpose should be to attract prospect buyers and not just for their old buyers.
Essay Writing Service Features
Our Experience
No matter how complex your assignment is, we can find the right professional for your specific task. Contact Essay is an essay writing company that hires only the smartest minds to help you with your projects. Our expertise allows us to provide students with high-quality academic writing, editing & proofreading services.
Free Features
Free revision policy
$10Free bibliography & reference
$8Free title page
$8Free formatting
$8How Our Essay Writing Service Works
First, you will need to complete an order form. It's not difficult but, in case there is anything you find not to be clear, you may always call us so that we can guide you through it. On the order form, you will need to include some basic information concerning your order: subject, topic, number of pages, etc. We also encourage our clients to upload any relevant information or sources that will help.
Complete the order form
Once we have all the information and instructions that we need, we select the most suitable writer for your assignment. While everything seems to be clear, the writer, who has complete knowledge of the subject, may need clarification from you. It is at that point that you would receive a call or email from us.
Writer’s assignment
As soon as the writer has finished, it will be delivered both to the website and to your email address so that you will not miss it. If your deadline is close at hand, we will place a call to you to make sure that you receive the paper on time.
Completing the order and download