MKT 315 Milestone One

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Southern New Hampshire University *

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MKT 315

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Marketing

Date

Feb 20, 2024

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Uploaded by LieutenantPolarBear3498

MKT 315 Milestone One Company Analysis: Company Selection After reviewing the keywords that were provided, I chose “sporting goods”. After searching the keyword “sporting goods” on Google using the given parameters, I chose Academy Sports in Tuscaloosa Alabama. Academy started out as a privately own company tell they were acquired by an investment company naming them the fourth largest retail chain for sporting goods in the United States. They are based out of Katy Texas where they always own a warehouse to help with inventory control and distribution. Academy has been around since 1938 Gowing into 282 stores across 18 states with more than 22,000 team members ( Our History - ASO , n.d.). Company Analysis: Internal Factors Today's generations are shopping online more than ever. Academy is interested in increasing their online presence through Search Engine Optimization (SEO) and Search Engine Marketing (SEM) as well as Google Ads. With the budget of $5,000 a month the company has set aside for Google Ads, and the $5,000 set aside for SEO and SEM improvements will help increase their presence online. Academy must establish SMART goals to accomplish their overall goal. The goals are as follows:  Increase brand awareness using specific keywords such as “sporting goods” to advance up in search placement to page one from page 5 of the search engine result pages also known as SERPs.  Increase organic traffic by 20% by the end of the year.  Increase web traffic by 30% in 6 months.

To keep up with the progress the company is making in reaching these goals they need to be monitored. Metrics will be put in place to help track results for progress and to see if any revisions need to be made. Company Analysis: External Factors The analysis also includes using the keyword “sporting goods” to help gather competitor’s information. When searching the keyword “sporting goods”, Dicks Sporting goods, B&B Sports, and Mountain High Outfitters were the top three that popped up in the local area. The first page listed was Dicks Sporting Goods in Tuscaloosa Alabama. The second two pages were local sporting good shops. There were no Google ads listed for any of these companies, but with Dicks being listed first the traffic and click rate is going to be typically higher than the third webpage being it is at the top. I believe all three of these websites are using organic traffic or unpaid results. In contrast i also believe that with Dicks being a major sporting goods store across the world, they are using organic traffic to set themselves up for SEM strategies. The keyword “sporting goods” is generic but possibly too competitive. Using specific terms will help in increasing rank. Company Analysis: Justification After carefully analyzing the internal and external factors, Academey Sporting Goods could benefit from a SEO/SEM campaign. Both SEM and SEO will help increase the visibility of the company online. It will provide the company with the opportunity to be noticed in both organic and paid search results. This campaign will also help with identifying strong keywords to help bettr with paid searches. Utilizing both SEO and SEM will boost the quality of search results as well as increase overall traffic.

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References: Academy Sports & Outdoors -- Company History . (n.d.). https://www.company-histories.com/Academy-Sports-Outdoors-Company-History.html+ Our history - ASO . (n.d.). https://corporate.academy.com/our-history/index.html

CoSchedule. (2024, January 12). SMART Marketing Goal Examples for 2024 . CoSchedule Blog. https://coschedule.com/marketing-strategy/marketing-goals/smart-marketing-goal- examples Miller, M. (2023, July 18). How to create SMART SEO goals (with examples). Search Engine Land . https://searchengineland.com/smart-goals-seo-288724

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