Stirling Sports Essay Example for Free

Stirling Sports Essay Stirling Sports opened their first Store on Dominion Road in Auckland in 1964. The first Stirling Sports franchises were awarded in 1983 after Stirling Sports had invested almost 20 years in developing the best sports retail stores in New Zealand. Stirling Sports Dunedin’s mission statements asserts, ‘The Dunedin community speaks positively about their Stirling Sport experience’. Their logo is ‘We love our sport’, an apt summary of the passion held by management and staff for their products, service and the specialist knowledge they provide. Stirling Sports is the one of the New Zealand leading retailers of sporting goods. Stirling Sports has a huge range of sports clothing and mens and womens shoes, supporter gear and more. In 2004, Russell and Sue became aware of an opportunity to purchase the Stirling Sports Dunedin area franchise and made the decision to buy within a week. Since they originated from the Otago region, this was an opportunity ‘to come home’. After some negotiation they successfully acquired the franchise and began to determine how best to manage the two operations. After some deliberation, the  decision was made that Sue would move to Dunedin and manage that store, while Russell continued to manage the Kapiti store. Russell and Sue decided to buy the franchise with the existing staff at the Dunedin store. The store had to become profitable, so changes needed to be made. However, the change in structure and process did not suit everyone and staff left. Previously, the store had been managed from Auckland, so some having the manager on-site was very different from the previous management style. Stirling Sports adopts marketing strategies based on the seasonal nature of  various sports, student population migration during semester and holiday periods, public holidays and festive seasons Christmas is one of the biggest financial periods with equipment, clothing and shoes being in demand for Christmas gifts. In-store specials, glossy flyers, and newspaper and radio advertising are all useful means of marketing their products to all of their customer segments. The March/April period is the second-largest cash-flow period with the beginning of winter sports, such as rugby, soccer, netball, volleyball and basketball, traditionally boosting sales. September/October is also a peak period, with the focus particularly on fitness and getting ‘back into shape’ after the ravages of winter lifestyle choices. Sports such as cricket, tennis and softball also begin which may require the purchase of new equipment, uniforms and speciality footwear. Many sports are now played all year round, which is beneficial in maintaining an acceptable level of monthly sales in addition to seasonal cash-flow peaks. RETRIEVED FROM HTTP://STIRLINGSPORTS. CO. NZ Rebel Sport is a well known brand name throughout New Zealand and Australia. Until 2006, Rebel had no big-box sports competitor, prompting the use of the well-known slogan No ones got more sports gear. However, Lane Walker Rudkin, owners of sports franchise Stirling Sports, have announced plans to launch several large format stores across the country, beginning with a store in Christchurch, which opened in mid-2006. This followed the collapse of a deal between Briscoe Group and LWR a year earlier, which would have seen Briscoe buyout the Stirling franchise. Since Stirlings big box launch, Rebel has dropped their original slogan, which has been replaced with Lets Play, backed by a new  marketing campaign which targets a wider audience from the traditional club-orientated team sport audience. The company is also continuing their aggressive expansion programme, launching several smaller-format stores such as Napier and Taupo to allow branches to reach further into provincial areas. Briscoe Group. (n. d. ). Retrieved March 15, 2014 from http://en. wikipedia. org/wiki/Briscoe_Group The latest retail customer satisfaction report for New Zealand from research organisation Roy Morgan Research reveals that Rebel Sport has emerged as the  sports store with the highest percentage of satisfied customers. Rebel came in at at 82. 0 percent for the 12 months to December 2009 (up 4. 4 percent points from the 12 months to December ‘08). Stirling Sports was third with 77. 5 percent (down 2. 9 percent from the same period). â€Å"The category as a whole has performed below the average for all non-food stores. It seems all sports stores need to close the gap in improving their levels of satisfaction. † Sports Link. Sporting Goods Outdoor Retailing. (May 17, 2010). Retrieved from http://www. mysportslink. net/rebel-sport-leads-the-way-cms-837.