Artemis Sportswear Company Essay Example
Artemis Sportswear Company needs to cut operational expenses by changing their marketing strategy. Artemis needs to think, decide and act in terms of the final consumer. As a result they will know who their consumers are, and what they want and need. Artemis must tailor their offers to the consumer's needs so they can get to know them and provide them with a worthwhile product. The orientation is toward the market and not to the product. Our analyses of Artemis Sportswear are as follows: As indicated by Market Analysis there is four general categories of consumer in the sportswear industry; the Browsers, the hardcore athlete, the weekend warrior and internet sales. The browsers want to stop in for a look on the way to other destinations. They may be into various types of sports and activities or just taking a driving tour. Browsers may be travelers or locals depending upon the season or event. Hardcore athletes are very conscientious, they know the language of their sport, the gear they use and are very loyal to the brand they use; they want to look and stay cool, consequently they will provide the company with powerful word of mouth marketing.