Case 4: Dynamo Sportswear Inc.

STATEMENT OF THE PROBLEM

How to make a plan that can meet and achieve female market standard, which the product line
such as men’s sports shirt.
II. S.W.O.T ANALYSIS

STRENGHT

 Successful in men’s wear product line for over the years

 Financially stable company
WEAKNESSES

 Produces male product line only

 No idea in making a female product line

OPPORTUNITY
 Will have the opportunity to increase business dimension if entered in female market (female are
heavy buyers of lots of goods)
 Will have the opportunity to increase more profit/sales because of adding new female product line
(female market is more substantial)
THREATS

 Unpredictable and fussy behavior/characteristics of women when it comes to buying.

 Seasonality of the product

III. A.C.A (ALTERNATIVE COURSES OF ACTION)

(A.C.A 1)

 Introducing new product line USING MASS MARKETING

ADVANTAGES

 It gives the new product the ability to appeal to a larger audience or consumers.

DISADVANTAGES

 Mass marketing is an expensive way or marketing and will result to lots of waste of money and
time if not used properly.
(A.C.A 2)

 Introducing new product line USING TOP-OF-THE LINE MARKETING OR NICHE MARKETING)

ADVANTAGES

 Will give the new product line the opportunity for meaningful brand and will form brand loyalty.
Will also cater the most precise line to be targeted consumers. In addition it is cheaper than
mass marketing.

DISADVANTAGES

 SMALLER MARKET SIZE ANDLIMITED growth.

(A.C.A 3)

 WILL GO FOR BOTH MASS MARKETING AND NIRCHE MARKETING.

ADVANTAGES

 Can attract large scale of Audiences/buyer at the same time it can build brand loyalty among
targeted consumer.

DISADVANTAGES

 Will cost lot of money and it will also consume so much time.

IV. RECOMMENDATION

 I recommend to use A.C.A 3, BOTH MASS MARKETING AND NIRCHE MARKETING. Because
DYNAMO SPORTSWEAR INC. Is an successful and financially able company that can afford and
won’t mind spending millions of money (according to the owner Mr. Cruz) plus, both marketing
strategies are very effective in producing and promoting successful product.

V. CONCLUSION
 Therefore I conclude that if Mr. Santos will going to use BOTH MASS AND NIRCHE
MARKETING strategy there will be a huge possibility and assurance that the launch of new
product line will be successful.