MarketingplanWord格式.docx

MarketingplanWord格式.docx

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StatisticsCanadaandOntarioMinistryofFinance

Demographics

Table1showstheagedistributioninOntario2003.ThetableshowsthatOntariohasanagingpopulation.Themedianage,exactlyone-halfofthepopulationisolderandtheotherhalfisyounger,isincreasing.AlsothefertilityratesaredroppingsowearehavinglesschildreninOntario.

StatisticsCanadacatalogue#87-004（p4）

http:

//www.statcan.ca/english/ads/87-004-XPB/pdf/fcis2000012002s0.pdf

Table3:

2003ConsumerPurchasesbyCategory

SalesofSportingGoods（inmillionsofdollars）

1996to2001withProjectionsfor2003

1997

1998

1999

2000

2001

2002

2003

**2004

Change

03vs02

Equipment

19.033

19,170

20,319

21,599

21,594

21,699

21,799

22,169

-%

Footwear

13,318

13,068

12,546

13,026

13,814

14,144

14,446

14,732

2%

Clothing

12,0

12,845

10,307

11,030

10,217

9,978

9,573

9,728

-2%

Subtotal

44,387

45,083

43,196

45,655

45,625

45,644

45,797

46,629

RecreationalTransport*

22,946

24,743

27,965

27,779

28,712

32,106

32,788

34,195

Total

67,333

69,826

71,161

74,434

74,337

77,749

78,585

80,824

1%

SOURCE:

NationalSportingGoodsAssociation,MtProspectIL60056 

847.296NSGAFAX:

847.391.9827

Table4:

SalesinColumbiasportswear

Netsales

%ofsales

Unitedstates

596.8

62.7%

557.5

68.3%

551.3

70.7%

Canada

106.7

11.2

86.7

10.6

81.3

10.4

Europe

135.2

14.2

95.9

11.8

82.3

Otherinternational

（1）

113.1

11.9

76.2

9.3

64.7

8.3

951.8

100%

816.3

779.6

Source:

SocialandCulturalForces

Table2indicatestheparticipationinsportsrateinthedifferentagegroups.Trendsrevealthatsportparticipationdecreaseasweage.Mostactiveagegroupis15-18andtheleastactiveis55andover.Table3providesinformationaboutconsumerpurchases.Trendsrevealthatthereisanincreaseindemandfortotalsportinggoods.Thismaysuggestthatdemandforoutdoorsportsisincreasing.However,thedemandforsportsclothinghasdecreased.Table4isachartonColumbiasportswear’ssales.SalesforColumbiahavebeensteadilyincreasingworldwideandinCanada.TheseincreasedsalesforColumbiamaysuggestincreaseddemandforwintersportswear.

InternalForces

Ourcompany,AntifrostLtd.,isanewlyfoundedcompanywith5shareholders.AntifrostLtd.hasoneheadofficeandonefactory.Thereare150workersintotaland15researchersinResearchandDevelopment.BothfactoriesandtheheadofficearelocatedinOntario.AntifrostLtd.canproduceupto500Thermacoatsaweek.Ifthereisincreasingdemand,AntifrostLtd.,hasacontractinafactoryinChinatoproducetheouterfashionclothinglayerinChina’sfactory.AntifrostwillthenproducetheinnerelectricwirelayerandthecoatwillbeassembledinOntario.

SWOTAssessment

Strengths

Ourutmoststrengthistheinnovativeanduniquenatureofourelectricheatingcoat.Ourcoatcombinesthenewesttechnologyandlatestfashionprovidingsatisfactiontoourcustomers.Ourcoatistheoasisoffashion,andtechnologiesmakingthecoatlightweightisappropriateforsportswear.Duetothespecialnatureofourcoat,therearenodirectcompetitors.Formoredifferentialadvantage,theouternon-electriclayerofthecoatisremovablesothat,thecustomercanchangetheappearanceofthecoatwithouthavingtopayfortheinnerelectriclayerofthecoat.Ourcoatissportsapparelwithastrongtasteoffashiontherefore,makingitamultipurposewinterwear.

ThespecialdesignofThermacoat,allowsthecoattoberelativelylighter,andlessbulkythanotherwintercoats.Thermacoatalsohastheadditionalfeaturesinwhich,onaremoteattachedtothecoat,usersmayadjustthedesiredtemperature.Therefore,therewillnotbeaneedtoremovethecoatinanindoorenvironment.Userscanbecomfortableindoorswithouthavingtoremovetheircoatandholdingontothem.

Weaknesses

ThroughmanytestsandexperimentsourThermacoatis100%safeinanewandgoodcondition.However,throughexcessivewearanddamage,theThermacoathasa20%chanceofelectricitycircuitproblems,whichmayleadtoelectrocution.Thevoltageoftheelectricity（12volts）isnotveryhigh;

therefore,gettingelectrocutedwillnotleadtoseriousinjuriessuchasdeath,butitmayhaveharmfuleffectsonheath.Thismayleadtopotentiallawsuitsinthefuture.

Thermacoatmaybeinconvenienttousesincethecoatoperatesonaremote.Thermacoatneedstobeswitchedon,inordertoturnontheheatingfunctionofthecoat.Ittakesabout5minutesforthecoattowarmup,sopotentialuserswillhavetoturnontheheatingfunction5minutesbeforetheywearit,otherwisethecoatisnotattheirdesiredwarmth.Also,Thermacoatoperatesonrechargeableandreplaceablebatteries,andthebatteriesmustbechargedafter48hrsofusage.Therearenoindicatorstohowmuchenergyisleftonthebatteriessouserswillhavetorechargefrequentlytopreventstayingoutinthecoldduetonoheatingfunction.

Asanewproductinawell-developedmarket,itistoourdisadvantagethatthepublichasnoawarenessorinformationaboutThermacoat.Whilewehavemanysubstitutesforourproduct,suchasfashionablewintercoatsorsportsapparel,ourcompetitorshavealreadyformedstrongrelationshipswiththeircustomersandhaveapositiveimage.

Opportunities

ThroughasurveydonebyStatisticsCanada,itisfoundthattheagegroupwithmostactiveparticipationinsportsisfromages15-18.68%ofyouth,ages15-18,participateinsportsatleastonceaweek.Nextwouldbeyoungadults,agesfrom19-24,whichhasa51%rateandadultagesfrom25-29hasa39%rate.Also,populationforyoungadultsaged24-29numbered1,160,143in2003,increased2.4%since2002inCanada.Adultagesfrom25-29,whoarenotinschoolandwithoutchildren,arelesspricesensitivebecausetheyhavemoredisposableincomethantheotheragegroups.Therefore,adultsaged25-29won’tmindpayingahigherpriceforsomethingofhigherquality.Youthsandyoungadultsadoptnewproductsmoreeasilythanotheragegroups.

Threats

Therearetwomajorindustriesofcompetition:

sportsapparelandfashion