2.5.1. What is your opinion about the product/service/brand evaluation and what needs to be corrected?
Columbia sports gear has a promising future because of its opportunity of achieving sustainable growth. Due to the increased adoption of innovating technology in the marketing of the products, Columbia Clothing brand can achieve a wider coverage in the market. Furthermore, the company has a chance to expand to other markets because of its growing consumer base. However, Columbia sports gear brand will need to make some corrections to become more successful. On the one hand, it might need to invest more in social media. The contemporary market mainly consists of youthful consumers who have a preference for the use of social media and other innovations (Jameson, 2010). The brand could consider conducting more aggressive promotion campaigns on social media platforms. Advertising on social media will help target an expansive consumer base that helps the company to realize its potential and achieve a high competitive advantage.
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2.5.2 What understanding did you gain about your company, brand/product and its competitors?
Columbia sports gear’s market for its Columbia Clothing brand has been well established with more firms making entry. Most of the competitors in the market provide external sport-wear, while others specialize in a variety of such clothing to ensure that they provide their customers with a wide choice. The company will gain a better competitive advantage over the competitors through the use of more aggressive promotions that it plans to implement through the internet.
2.5.3. What would you do to improve the company’s social media efforts based on these reports?
The company can improve its social media efforts marketing its Columbia Clothing brand by specializing in select social media channels. Specialization on select social media platforms will ensure that the firm concentrates on the most productive and essential marketing programs. The strategy will ensure that once a post is made it is replicated across the different sites, which will help in saving time and energy that could be channeled to more marketing strategies. Specializing in select social media platforms is a perfect avenue for the company to advance its promotion of Columbia Clothing brand to its key target customers.
Reference
Jameson, G. (2010). Grow Your Online Sales . Lulu.com.
