Ezbox sports eastwood

Digital Marketing Project Outline Composition

1. Client Overview

· Client profile

Pro Racquets is a small starting up business located in Sydney with about five part-time employees. Pro Racquets sells products all about sports (e.g., shoes, clothing, bag and accessories) and focuses on professional tennis and badminton racquets. They also provide services with racquet multifilament string($25 per time), which is the important part of the company's profit. They also got a business license to sell Adidas, Asics, Lining, and other well-known sports brands.

Pro Racquets mainly targets badminton and table tennis players in Australia. Compared with online sales of about $30 a month, offline sales are much higher, at nearly $830.

The business also runs an online shopping website: https://proracquets.com.au/, which is the selling point; it is up-to-date and user-friendly that consumers can order and purchase goods online, and the company provides delivery service (over $150 free shipping).

Therefore, the company focus on promoting the operation and promotion of the website to help improve online sales.

Currently, they usually communicate with customers by traditionally sending text messages, and only have three social media accounts (Facebook, Instagram, and WeChat) but do not obtain enough attention. For example, according to the data from the business, their Instagram account currently has only about 267 followers, 71 percent of whom are male and between the ages of 25 and 34. Pro Racquets‘s vision is for every badminton or tennis fan to use their racket and let as many people involved in sports as possible and love life.

· Market analysis

ProRacquet Sports current customers are the Badminton and Tennis fans. The chart shows the specific segmentation, targeting and positioning of these customers :

Type for segmentation

Segmentation criteria

ProRacquei target customer segment

Geographic

Region

Sydney(Majority), Canberra

Demographic

Age

Under 60

Gender

Female & Male

Occupation

Student, Employees, Professionals

Behaviour

Behaviour sought

Cost attractive, Interest attractive

Personality

Individual personality

Hobby

Playing Tennis and Badminton

Degree of Loyalty

High loyalty, switchers.

Psychographic

Social class

Lower class & Middle-class & High class

Source: Patrick, L.

· Current and potential competitors

Ezbox sport is a professional sporting goods store in Sydney Australia, which has over 10 years’ experience in selling and repairing badminton, tennis and table tennis. It has two shops in Eastwood and Chippendale. It also cooperates with well-known suppliers such as YONEX, Wilson, Lining and so on. It also has Certified Stringer/ Master Racquet Technicians.

Calibre sports is another competitor which sells Tennis, Soccer, Hockey as well as fitness equipment. It has its own website to sell its products online.

Mounting competition from discount department stores, particularly Kmart and Big W, has also hindered industry sales over the past five years. Weak discretionary income growth and volatile consumer sentiment have made consumers more price-savvy over the period. (IBIS, 2019)

· Overview of industry (technological, environmental, and competitive)

Technological: In the Sports Equipment Retailing industry, there is a low technological change. The main technology is point-of-sale (POS) systems that controls and records merchandising, distribution, inventory and sale processes.

Since customer’s behaviour is switching from offline shopping to online shopping, the demand for online store sites will be increasing in the future. It will require more and more e-commerce technology for the Sports equipment industry to security market share.