Skate America Store - Essay Example

Two of the most prevalent online competitors are A1 Skateboards and Element
Skateboards. A1 Skateboards uses personal marketing, taking it a bit farther with customization options. Skateboards and accessories are also offered by product line or brand, just as with Skate America. Element Skateboards takes a different approach, using event marketing. Information about X-Games dates and locations takes up most of the home page with its severe black and red color scheme. Though this online retailer is listed as a skateboard supplier, the product list and links are difficult to see.

Skate America does an excellent job in the design, theme, and presentation of its website. Attractive, yet not too busy, the site provides links to brand or professional line products, as well as others. Graphics are pleasant and eye-catching, without distracting viewers. Its red, white, and blue scheme works well with the design and fits its short and easily recognized name. The strengths of this online seller are the design and appropriate selection of products.

Weaknesses are lack of personalization such as the customizable skateboards that A1 Skateboards offers and failure to promote skateboarding and skating, by providing topics or information of interest. Skate America attempts to direct its efforts toward all skateboarders and skaters. While the product and brand offerings are more than adequate, it's difficult to determine who the intended audience is with its generic feel.

Segments of the population who visit the sites are hobby skaters, competition skaters, and those who are searching the online store for gifts. Skate America has an opportunity to provide more personalized service while educating hobbyists and gift shoppers alike. One strategy I suggest is to offer customization as A1 Skateboards does. This will help to position the company as a more knowledgeable and reputable seller. Along with customization is information. Those who are new to skating and skateboarding can benefit from educational videos or topic pages with visual aids. Many need to know about safety issues and safety ratings for equipment and accessories. Those who shop for gifts need the information to select the right products.

Skate America already offers many brand-name products and accessories, including professional skateboarder lines. Brands should remain as they are, an offering for those who desire, though not a major part of the marketing strategy. “Brands fail because of the company’s incorrect market segmentation, deficient price-feature relationship, and poor execution of advertising” (Marva, 2007). While brands or professional lines are more appealing to professional and competitive skaters, this segment should not be the main focus of Skate America.

The skateboard and skate seller faces threats from competitor stores online, as well as from traditional sporting goods stores. Today it is difficult to find a salesperson in the brick-and-mortar store who is knowledgeable about each sport and its gear.
Customization increases product prices slightly, though consumers generally appreciate stores that take the time to educate and personalize the experience online. Online stores like Element Skateboards are geared toward competitors and professionals.
By eliminating or reducing this market segment, Skate America can greatly reduce the threat of competition from such stores.

It can be argued that Skate America will lose business from professional and
competitive skateboarders. As Skate America sells skateboards and skates, professional skateboarding does not fit its image. Therefore, marketing efforts for this segment will not be taken seriously. Skate America needs to identify its niche more, which should be products and accessories for hobbyists and gift buyers. “Your company should find a niche and stake it out” (Marva, 2007). Strengthening its personal marketing strategies, mixed with a small amount of event marketing for promotional purposes will help this seller focus on its strengths and increase revenue. Read More