ANALYSIS of Under Armour Marketing Strategy

Help writing   6-7 page Capstone paper and  should be written from a Marketing Strategy  perspective and recommendations should be data driven, rooted in the research and directed toward Marketing o UNDER ARMOUR Help writing   6-7 page Capstone paper and  should be written from a management analyst’s perspective and recommendations should be data driven, rooted in the research and directed toward marketing using   Marketing. (13th ed.) by Roger A. Kerin (Author),‎ Steven W. Hartley (Author) New York:  McGraw-Hill/Irwin.  ISBN:9781259573545 as main reference for your Marketing Terms and Concepts.

 Copy of book is not provided.  Must have SWOT analysis (Strength, Weakness, Opportunity and Threats) table  in the beginning.   Attached  is a sample of good paper. Also terms and concepts that are to be used for (SWOT Analysis is attached. Bold all terms and concept and provide reference. please see attached paper as to how paper should look. Also need to make corrections once graded. APA format is required,

RunningHead: DRAFT TOPIC PAPER 2 1

Draft Topic Paper 2

Principles of Marketing BUSB340

Elissa Cope

January 22, 2020

University of Redlands

BUSB485 SD12

Undergraduate Capstone Paper

Instructor Richard Doyle

DRAFT TOPIC PAPER 2 2

Principles of Marketing Topic Paper

In this paper, I will speak on Brigantine as a company and explain its market and use of

media. This paper will also include my SWOT analysis and the recommendation for advertising

techniques in order to reinvent the Brigantine establishment.

The Brigantine website states,

“The Brigantine is more than just home to some of San Diego’s finest seafood.

It’s a place where locals and visitors alike come to share a lively atmosphere and

authentic sense of community. The Morton family opened the first Brigantine on Shelter

Island in 1969, with a vision that embraced the beach town lifestyle, a dedication to

flavorful food, and a passion for friendly service.”

(​http://www.brigantine.com/a-taste-for-life/​)

Strengths

● Strong hold on demographics
● Local support
● Brand loyalty

Weaknesses
● Lack of online presence

Opportunities
● Excellent location
● Supported by popular fairgrounds

Threats
● Surrounding competitors
● Race season decline

Strengths

At this Brigantine restaurant location, we have a firm grip on understanding who our

target market is. “A target market is the particular group of consumers at which a product or

service is aimed toward,” (Kerin, R. A., & Hartley, S.W.) ​A ​target market​ is distinguished by

their ​demographic​ qualities. Demographics can be segmented into several markets to help an

http://www.brigantine.com/a-taste-for-life/

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organization target its consumers more accurately. According to ​Kerin, R. A., & Hartley, S.W.,

demographic segmentation is one of the most commonly used forms of segmentation,” (​Kerin, R.

A., & Hartley, S.W.​). These segmented markets can include age, income, race, family size,

lifestyle, etc. For example, for the Del Mar Brigantine, the average age consists of 30-50 years

old, all with a high income or come from a high income family.

From this you can assume our target market is the beach bar goers who live in the area or

families looking for a night out. As stated on the Brigantines website, the restaurant has that

“beach town lifestyle” but because the location is in a high-end part of town, the prices reflect

that as well. This type of pricing is known as premium or ​prestige pricing​. It is known for

consumers who perceive price as an indication of quality of prestige; ​price is set high so quality-

or status-conscious consumers will be attracted to the product,”(Kerin, R. A., & Hartley, S.W.).

Because of our location and the surrounding neighborhoods that include thousands of apartments

and beach condos, this has created a lot of customers who continuously come back. The

restaurant term for these people are “regulars” but according to Kerin, R. A., & Hartley, S.W.,

these locals retain ​brand loyalty​. They prefer and choose this location over similar or cheaper

options.

One example of how we have used our demographics to make business decisions is with

our parking lot restrictions. The parking lot for our restaurant is valet only. This actually is

extremely beneficial to this location because it sets precedent of the first impression when

someone is opening your door and parking the car for you. The parking lot restrictions are also

beneficial because the majority of guests consume alcohol and a lot of times too much to safely

drive home. Valet makes it more difficult for drunk guests to access their car which leads to

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higher safety. Not having a public parking lot in other neighborhoods could steer people away,

but with this location, a big public parking lot is not needed because the average person in the

area does live an active lifestyle and rides their bike their or walks to us and the parking lot

would fill up with beach goers rather than restaurant guests.

Weaknesses-

The Brigantine has a very classy, updated website that shows who we are as a brand. The

website includes a few photos, information about the company, and their achievements.

Although the website is up-to-date, The Brigantine fails with keeping up to date with their social

media accounts. If the Brigantine continuously reached out on social media platforms such as

Facebook or Twitter, more people would be aware of the restaurant at this amazing location. The

Brigantine’s last Instagram post was in 2018, this makes guests think “well what happened?”.

Although they are very active in their community, people from out of town might not even know

we exist. Not only will social media help get the restaurant more attention, but this could be a

way for the locals to be more knowledgeable about current promotions. Our loyalty program

right now, is based out of email, which is not always the most convenient way to send updates

when the email can easily get lost with other emails or junk emails.

Opportunities-

Brigantine’s location gives them a ton of opportunity that most restaurants do not have.

This restaurant is located right across the street from the beach and on top of the hill of the Del

Mar Fairgrounds. Because of the beautiful setting the restaurant lies in, the foot traffic is

constant, especially over the summer. Not only does the beach draw people to the area, the

fairgrounds gives us a TON of business. The San Diego Del Mar Fair is one of the biggest

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county fairs in the state. People travel from all over the country to go to these fairgrounds and we

are one of the few restaurants within walking distance away. We are also affiliated with the Del

Mar Horse Racing. The Brigantine is host to Opening Day at the Racetrack and is our busiest,

most money affluent, day of the year. After Opening Day, we sell fish tacos weekly at the track,

promoting our restaurant and handing out coupons for those who enjoy our fish tacos to check

out the full menu right up the street.

This is a great opportunity for us also because both the Del Mar Fair and the Racetrack

are known to be very pricey, more so than our restaurant. The Brigantine is well known to be the

place to go before and after any event going on down at the Del Mar Fairgrounds.

Threats-

I believe with most restaurants, the threat are the surrounding competitors. How is this

location better than the one down the street? But in this case, this establishment has been thriving

for over 35 years and can coexist successfully with the other restaurants in town. I believe the

threat with this restaurant is our heavy reliance on the Del Mar Horse Racing to bring in

business. This 8 weeks is typically our busiest time of year. This year, the Del Mar track had a

decline of 7% of sales compared to last years. Horse racing is slowly declining in popularity

because of the amount of horses killed due to sport injuries. As the years go on, society is more

aware of animal cruelty. Horse racing is an old sport that attaches itself to old money. With

today’s generation, I can see horse racing slowly fading away and then what will the restaurant

thrive on? There will continuously be less and less people spending their money on the track

each year.

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Recommendation for Change

The Brigantine has been around for a long time and some people who helped open some

restaurant locations, still work there. This is a great environment to work in but as a 23 year old

girl, I am the youngest server, if not one of the youngest employees at my location. Sometimes,

our marketing strategies, I believe, are old school. The Brigantine needs to reevaluate their

Buying decision choices​. This is from whom to buy from and when to buy it. This company

spends a lot of money on advertising without taking advantage of the free advertising right in

front of them: the use of customers on their phones! This is considered user generated content.

“​User generated content​ are forms of media such as videos, photos, tweets, etc. created by the

customer of a product or brand and publicized for others to see. The customer is not paid for the

post but is rather a fan of the brand,”(Kerin, R. A., & Hartley, S.W). The Brigantine in Del Mar

needs to take advantage of all of the photos taken by customers just because they think the food

looks good or the sunset is beautiful. I take over 10 photos a week of guests and I see them take

over 10 photos a day while at work. For example, Brigantine can start a hashtag contest on

Instagram for a free fish taco that people would go crazy over. We sell the fish taco for $4.50, so

the company can definitely afford to give away a taco in order to receive tons of content. This

can be successful for businesses because people strive for connections and if the customer feels

they are apart of the brand then they will continue to buy it, use it and participate in advertising

it. When customers are happy about their experience they usually will then recommend it to

someone else. This is called word of ​mouth advertising​ when the influencing of people such as

friends, family and colleagues during conversations. “It is the most powerful and authentic

information source for consumers because it typically involves friends viewed as

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trustworthy,”(Kerin, R. A., & Hartley, S.W) . word of mouth is what has beeen keeping the

restraunt thriving since 1969.

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References

Kerin, R. A., & Hartley, S.W. (n.d.).​ Marketing​ (13th ed.).

The Brigantine. (n.d.). Retrieved January 22, 2020, from

(http://www.brigantine.com/a-taste-for-life/ )

Primary Reference for Terms and Concepts

Marketing. (13th ed.) by 

Roger A. Kerin

 (Author),‎ 

Steven W. Hartley

 (Author) New York:  McGraw-Hill/Irwin.  ISBN:9781259573545

Five Environmental Forces;

Social, Economic, Technological, Competitive, Regulatory

Four P’s of Marketing;

Price, Product, Place, Promotion

SWOT Analysis;

Strengths, Weaknesses, Opportunities, Threats

Brand Equity;

Resides in the minds of the consumers and results from what they have felt, seen, and heard about a brand overtime

Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. Marketing’s two primary goals are a) discovering the needs of prospective customers and b) satisfying them. Achieving these two goals also involves the four marketing mix factors largely controlled by the organization and the five environmental forces that are general outside its control. Marketing affects all individuals, all organizations, all industries and all countries.

Target Market – a particular group of consumers at which a product or service is aimed.

Points of difference in a product – superior characteristics that deliver unique benefits sufficient enough to motivate a change in consumption behavior.

Intangibility of services – services can’t be held, touched or seen before the purchase decision.

Types of pricing –

1. Prestige pricing – for consumers who perceive price as an indication of quality or prestige; price Different types of advertising –

a. Product advertising –

i. Comparative – shows one brand’s strengths relative to those of competitors; requires market research to back up legal support for claims.

ii. Competitive (or persuasive) – promotes a specific brand’s features and benefits in a effort to persuade the target market to select the target market to select a firm’s brand rather than a competitor