Elfaleh Sports House - WR week 5 PDF

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Written Assignment Unit 4 University of the People BUS 5112 Marketing Management Elfaleh Sports House Prof. Billingsley March 3, 2021

A brief background of the company and its major markets: Elfaleh Sports House A major local company specialized in sports equipment, established in 1957 and has 54 branches in various regions of the country. Its main target market is athletes and sports clubs. It sells all equipment, gadgets, sports shoes and clothes. The first thing that appears on the buyer's mind when buying these things is the name Elfaleh Sports House. ( Elfaleh, n.d) The striking benefits for marketing these products or services to consumers: One of the most important benefits provided to customers is the availability of all sports products under one roof, as Elfaleh Sports House is an authorized agent for a large number of manufacturers of home and club sports equipment, where the customer does not need to move from one store to another to pair or search for the best price. The company is also considered a reliable source for shoes and sportswear for international brands such as Nike and Adidas due to many counterfeit products in the online market and other stores. The company also offering OUTLET for old models at reduced prices that the consumer can exploit. The company also has an after-sales service through which it provides maintenance services and spare parts, which enhances consumer confidence in the company and increases reliability.” After-sales service plays an important role in customer satisfaction and customer retention. It generates loyal customers and increases a brand value.”( Haque, 2017, para5) The company's marketing strategy model: The model for Elfaleh Sports House's marketing strategy is by analysis the 4Ps:

•

Product: As mentioned previously, Elfaleh Sports House specializes in marketing

sports products. This specialization makes the company more understanding and awareness of the consumer's need and provides all his requirements in this field. It also enables the company to develop its marketing and provide it great quality. “That's the beauty of selective specialization - a marketing technique that focuses on the benefits and quality of a product.” ( Mellinger, 2018, para2) •

Price: The product pricing strategy is based on providing multiple options from

different brands. This diversity allows the customer to choose according to his financial capabilities. Thus, the pricing strategy varies for each product separately, in the products with strong brands, the company uses the strategy of skimming, especially in the new models. Then it reduces the price and provides it at an acceptable price, but in the products where the competitiveness is high, its strategy is to provide low prices to obtain a larger market share. •

Promotion: Elfaleh Sports House promotes its brand through sports clubs

participating in the Football League and by posting on social media pages to encourage sports. The company also makes offers twice a year with discounts of up to 50%; the company also provides package offers that contain a set of tools at a reduced price than purchase it individually. •

Place: As mentioned previously, Elfaleh Sports House has 54 branches spread in

the country, which increases the targeting of more customers, and provides a way to shop through its website, and also shares its products through Amazon and other sites.

Other product-pricing strategies to maximize profit in the short and long-term: The pricing strategy in force in the company now gives interest and short-term profit to the company, and this is observed in the company's repeated attempt to provide offers and discounts. A pricing strategy can be proposed to increase long-term profit by investing the company in the sector of equipping and supervising sports clubs and even investing in the medical sector through sports treat injuries equipment; this may achieve long-term benefit from earning a Targeted Return on Investment (ROI), “ROI, or return on investment, is the amount of profit an organization hopes to make given the amount of assets or money, it has tied up in a product.”( Principles of Marketing, 2015, p.439)

Conclusion: Marketing and pricing strategy are two important matters for any company seeking to gain acceptance of its products in the market by the consumer. Elfaleh Sports House Company has succeeded in its marketing and pricing strategy by gaining the largest market share in the country, but from my point of view, its pricing strategy can be developed by investing in clubs and hospitals treating athletes; this may have a long-term profitability benefit and should be exploited, especially with the market’s lack of those services now.

References: Elfaleh.(n.d). Elfaleh Sports .Retrieved from https://elfalehsports.com/

Haque, M. (April 3, 2017). Importance of After Sales Service. Linkedin. Retrieved from https://www.linkedin.com/pulse/importance-after-sales-service-mehmudul-haque

Mellinger, B. (December 5, 2018). What Is a Product Specialization Strategy? Small Business. Retrieved from https://smallbusiness.chron.com/product-specializationstrategy-60296.html Principles of marketing. (2015). University of Minnesota Libraries Publishing. Retrieved from https://doi.org/10.24926/8668.1901...