Assignment 1_Template_V2022_Curling explatory research (1)

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Red River College *

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Marketing

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Feb 20, 2024

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Research Methods Exploratory Research Assignment 1 Name: Briane Akarabo Your topic: Curling. Introduction: In this assignment I will be exploring the business idea of starting an online curling sports apparel shop. Due to Covid-19 the number of people going to watch matches had reduced but as the sports centers keep on opening and the virus being less life threating like before, People are going to watch matches. So, I will use this opportunity to open an online sports store to sell to the curling community curling apparel. So, the question at hand is will the business make profits? To answer this, I will be conducting research to gain more knowledge on the sports shop business in the current economic environment. The Management Dilemma: This business idea will present a problem. The problem is people switching to online during covid 19 to conduct business so there is a lot of stores which are very known that operate online now. This means there a lot of stores that will potentially block customer traffic to our store. Therefore, we have a lot of competition that might make it hard for us to make

profit. Management Question: Will the business make profits despite the competition? What is the AIM of your research (what): What is the PURPOSE of your research (why): AIM: The aim of this research paper is to learn about the online customer’s experience and purchase mannerisms and the impact it has on online sports shops post Covid 19 in Winnipeg. PURPOSE: By studying consumer’s behavior impact on online sports stores management will be better equipped to make decisions regarding how we pursue our customers and how we can survive in the potential competitive environment? RESEARCH QUESTION (see page 49/50): What impact does the current consumer behavior has on online sports stores? Investigative Q1 (see page 49/50): Who are our competitors? Investigative Q2: What market strategies should we use to promote the online store? Investigative Q3: What are the key consumer trends that we should follow to survive competition?

Source (see page 59-62) with APA citation: Dynasty Apparel. (n.d). About Us. Retrieved January 25 th , 2023, from https://ca.dynastycurling.com/ about/ Source (see page 59-62) with APA citation: Sernoff, L (17 Sept 2022). “10 Marketing Strategies to Accelerate Your Business Growth.” Wix Blog , Retrieved from https://wix.com/blog/2021/12/marketi ng-strategies/? utm_source=google&utm_medium=cp c&utm_campaign=19399843409 . Source (see page 59-62) with APA citation: Howarth, J. (26 Aug. 2020) 9 Key Consumer Behavior Trends (2021- 2025). Retrieved from https://explodingtopics.com/blog/con sumer-behavior Finding 1 (Direct quote from source): D ynasty apparel. “Dynasty Apparel is located in Winnipeg, Manitoba, and has built both a national and international reputation for excellent custom Finding 1: Email marketing : “Recent studies show that 89% of marketers use email as the primary channel for generating leads.” Influencer marketing :” 60% of marketers report better performance with influencer Finding 1:  Consumers expect multiple payment options.  Shoppers want everything delivered  Increased demand for ethical and sustainable products.

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curling apparel. Dynasty Apparel was created and built by curlers, so they have first-hand experience and unique insight into how apparel should be designed and created for optimal game performance. Dynasty apparel also partners with Provincial Associations across Canada, as well as international governing bodies around the globe (Curl Manitoba, Curl on, USA Curling, Curling Canada, etc.)” content vs. their own brand content. Over 70% of marketers agree that the quality of customers and traffic from influencer marketing is better than other forms of marketing. Influencer marketing yields between $5.20 to $6.50 for every one dollar spent.” Sernoff, L  Increased demand for ethical and sustainable products  Influencers are influencing buying decisions Howarth, J. Reliability of source (page 62): This source is reliable. Reliability (page 62): This source is reliable. The purpose of this Reliability (page 62): This source is reliable. The purpose of this

The purpose of the website is to tell customers more about the company and showcase their products. This webpage covers the company’s history mission and value, and it also gives us an overview of who the company partners with. blog is to introduce marketing strategies that can help an online business develop based on the current marketing trends. This blog was written by Lena Sernoff in which she talked about the many strategies an online business can use to market their products. paper is to spread awareness of the changes in the consumer behavior. The blog, which was written by Josh Howarth, covers the topic of how the people in general are behaving when it comes to shopping and consumption of products in 2023. Source (see page 59-62) with APA citation: Asham Curling supplies. (n.d). About Us. Retrieved January 25 th , 2023, from https://asham.com/pages/about- us Source (see page 59-62) with APA citation: Wheeler, R. (18 May 2022) “10 Smart Strategies for Marketing Your Online Store.” The Motley Fool , https://www.fool.com/the-ascent/small -business/e-commerce/articles/online- Source (see page 59-62) with APA citation: Giana, R. (Dec 12, 2022) “5 Consumer Behavior Trends Marketers Are Watching.” Marketing Insider Group https://marketinginsidergroup.com/ content-marketing/consumer-behavior-

store-marketing/ trends-marketers-are-watching/ Finding 2 (Direct quote from source): Asham curling supplies. “Asham is a family run Canadian business priding ourselves on servicing our customers for all their curling supply needs with integrity and sincerity. With over 40 years of experience Asham has developed innovative quality curling products. Asham has brought many revolutionary products to the market including the RDS™ (Rotator Disk System) which allows Finding 2:  Content marketing: “ Content marketing involves creating and sharing material like blogs, podcasts, quizzes, infographics, and videos. Creating helpful content that speaks to your audience builds trust and interest in your brand. Plus, there’s always the potential that your content could go viral.”  Search engine optimization marketing: SEO increases traffic to your website through organic search results. Wheeler, R. Finding 2:  People are more conscious of their spending.  Consumers want to be able to choose online or in-person shopping from the same brands.  Consumers are increasingly seeking brands that align with the personal values and beliefs.  Better access tom more product options has made brand loyalty less secure.

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you to customize your sliding platform right in the store and replace worn or damaged sliders easily. We carry a full line of quality shoes, carbon brushes, gloves, mitts, pants, apparel, and accessories.” Reliability of source (page 62): The purpose of this source is to explain the services and products the company offers. This webpage was created by the store to explain the background of the company and the reason why they are one of the most sought out companies in Winnipeg. Reliability (page 62): This source is reliable. The purpose of this source is to explain how products can be marketed online. This blog which was written by Rose wheeler covers the different marketing strategies businesses can use to reach their target audience and how to implement them. Reliability (page 62): This source is reliable. The purpose of this source is to explain what consumers want in the year 2023. This Blog was written by Giana Reno in which she explains consumer trends that will be observed in 2023

Future Research Should the Management dilemma change or remain the same? Should this research be pursued or is there a better idea that should be pursued – now that you have done your exploratory research. Do you have enough information to draw this conclusion? Explain and defend your answer. The management dilemma will remain the same as intense competition can make it difficult to determine if a business will make profits. This research should be pursued to gain more knowledge of how online businesses survive competition and how they can make profits. The information that was collected confirm that there is a chance to make profits if I learn more about consumer behavior. Three further questions to study: 1. What is our target market and its segmentation? 2. What costs will the business incur when starting? 3. How are our competitors perceived by our target market? Conclusion (3 key points do you want the reader to retain): After conducting a thorough research, here are the three key points I would like to highlight. Conducting business online is the

new trend and is the future as statics prove that 75% of the Canadian population shop online and the number is expected to grow in 2025 to 77.6%. This means that the competition for my curling apparel online shop will just get bigger; however, the competition in Winnipeg between curling apparel shops online and physical is not mainly about the numbers of businesses that are selling the same product, but the quality of service they give to their customers. Which brings us to our last point, the secret to successfully reach our target audience is to know what they want and how to give it to them and use a marketing strategy that will give the market information about what we offer. Therefore, with this information I believe there is a chance my business will make a profit despite the competition.

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Assignment 1_Template_V2022_Curling explatory research (1)

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