TO: Patricia Doucet
FROM: Zaki Rangwala
DATE: November 8th, 2021
SUBJECT: WIN - Increasing Brand Recognition and Experience Company Growth across all
sectors
Recommendation: Enter other sporting markets Invest in a wider variety
of equipment
Since Patricia is already dominating the hockey sporting market with WIN, she knows that her
product has a consumer base as there are people willing to purchase and use it, since there is no
other company doing anything like this for the female target market which means that WIN, can
really have a competitive advantage if they expand into other markets early.
Decision Criteria and Alternatives :
Some key considerations for this recommendation are :
1. Have a larger amount of customers
2. Expand Product to several other markets and various countries worldwide
3. Maximize manufacturing capacity and reinvest profits to expand supplier power
Alternatives: Dominate the hockey market by pooling all resources into a single market instead
of expanding
Analysis :
Expanding will increase the female population in the sport
If WIN expands its product into other sporting markets, it will lead to higher revenues and sales
and expand the reach of the company just as Patricia wants since she wants her brand to be
recognized all over the world which entering multiple sporting markets will allow. In addition, as
the product has proven to work in the case of female athletes adopting it, market research shows
that it will also drastically increase the satisfaction and participation of female athletes in other
sports and will likely result in various sporting federations utilizing these in professional events
as they are built for the female body and makes it an even playing field.
Brand recognition will be impacted by the emergence of specialized female equipment
across various sports and markets
The brand will also be widely recognized across the globe if the company chooses to expand and
will become like a household name just like Google with regards to the female population of the
sport. Not only that, but it will also drastically increase the number of females in every sport as
they will now have an even playing field with their male counterparts.
Utilize manufacturing capacity to the maximum and have very high supplier power
As there is not much competition in this field, since it is very niche, WIN has a competitive
advantage. Not only that, but since they are the ones manufacturing the equipment, they also
have very high supplier power which means that they get to dictate the market price and can
make a really high profit as there is no one to undercut them. Because of this, they can also
increase the volume of sales and utilize their factory capacity to it’s limit.
Implementation Plan :
In order to accomplish this, in the short term, market research needs to be conducted for WIN to
know which market has a growing female population and which sports are hot to enter into. In
addition, they should begin advertising and getting models. In the medium term, they should
begin manufacturing their equipment for the respective markets and pitching the product to the
sports federations for approval. In the long term, they should assess their performance and tweak
the implementation plans and recommendations if needed.
Risks and Contingency Plan :
Now we will talk about the various risks involved and how to mitigate them. They should begin
advertising and getting models. In the medium term, they should begin manufacturing their
equipment for the respective markets and pitching the product to the sports federations for
approval. In the long term, they should assess their performance and tweak the implementation
plans and recommendations if needed. Exhibit 1 and 2 can be referenced.
References :
1. IBISWorld. (2017, September). Athletic & sporting goods manufacturing in
Canada. Retrieved from IBISWorld Database
2. MarketLine. (2018, January). Canada—Sports equipment [industry profile].
Retrieved from MarketLine Advantage Database
Exhibit 1 :
Exhibit 1: Sporting Equipment Revenues by Market
Exhibit 2 :
Exhibit 2: Market Segmentation by age group