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Final

Comm 223 Final.docx

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Department
Marketing
Course
MARK 201
Professor
All Professors
Semester
Fall

Description
Ahttpfoothealthcafootcareactivefeethockeyskatinghttpsportsespngocomespnotlnewsstoryid5182060BTheproductthatwehavechosentomarketforourprojectisheatedhockeyskatesprimarilymadeforoutdoorhockeyTheskateswouldhaveaheatedbootthuseliminatingtheproblemofcoldfeetwhileplayinghockeyinthefrigidoutdoorsThewaytheskateswouldbeheatedisbyabatterythatwouldberechargeableThisproductisintendedforoutdoorusethereforewewouldpricetheproductbetween200400whichissignificantlycheaperthanhighqualityskateswhichplayersuseforindoorandcompetitivehockeyCWebelievethatthisproductwouldbeverysuccessfulintheCanadianmarketduetothehighamountofpeoplethatplayhockeyoutdoorsfrequentlyInthewintertheweathergetsverycoldandafterbeingoutsideontherinkforawhileyourfeetcangetverycoldAnotherupsideabouthavingaseparatepairofskatestousefortheoutdoorrinkwouldbethatplayerswouldnthavetosharpentheirregularpairaftereverytimetheyplayoutdoorsDEMOGRAPHICFORCESTheaverageCanadianhouseholdhashadamajorshiftoverthelast25yearsPreviouslyitwasmaleswhowereseenasbreadwinnersforthefamilyNowhouseholdsaredualincomeasmoreandmorewomenentertheworkforceUltimatelythismeansthattherewillbemoredisposableincomeperhouseholdCanadaisalsobecomingincreasinglydiverseMorethan5millionCanadiansidentifiedthemselvesasvisibleminoritiesinthe2006censusKotlerArmstrongTriftsCunningham2014MoreandmoreethnicitiesarestartingtopickuphockeyastheirsportDawson2013ThismeansthatwewillhaveabiggermarketreachnotjusttoGenerationXbutalsoGenerationYanditsimmigrantsHavingabigdemographictotargetourmarketingcampaignwillallowforlargerpotentialsalesECONOMICFORCESWiththerecentmarketrecessionhitconsumersarenotwillingtospendtheirmoneyfreelybutrathertheywilllookforqualityandvalueintheproductsthattheybuyConsumerswillbelookingforproductsthatarelonglastingdurableandworthitsvalueOurheatedskatesproductwillhavetobemarketedinsuchawaysothatconsumersfeelasiftheyaremakingalongterminvestmentforthemanywintersthattheywillbeusingthemforThelatesteconomicrecessionwillnotworkinourfavourasconsumersarelesswillingtospendtheirmoneyfreelyandwilllikelyallocatetheirincomestoeverydayproductsNATURALFORCESIntermsofshortagesofrawmaterialssuchasnonrenewableresourceslikeoilandcoalKotlerArmstrongTriftsCunningham2014donothaveaneffectonmanufacturinghockeyskatesexceptfortheoilusedtotransportanddistributethemwherecostswillalwaysbegoingupIntermsofincreasedpollutionthishasanindirectlongtermeffectonsalesofourproductasglobalwarmingismakingCanadianwintersshorterandwarmerHoweverintermsofmanufacturingourproducthockeyskatesarenotknowntocausemuchpollutionIncreasedgovernmentinterventionwouldnothavemuchofaneffectonoursaleseitherasmanufacturingandsellingskatesisnottooharmfulontheenvironmentIntermsofenvironmentalsustainabilitywewillmakesurethatour
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