MKTG 436/536
Competitive Dynamics in the Athletic and Outdoor Industry
Winter Quarter
Tuesdays: 5:40 to 9:20 p.m.
Instructor Information
Instructor Name: / Lauren Skinner Beitelspacher, PhDOffice Location: / School of Business – 260 D
Office Hours: / Tuesdays and Thursdays: 2:30 pm to 4:00 pm or by appointment
Office Phone: / 503.725.9805
Email: /
Course Description
The purpose of this course is to understand the distinctive challenges and insights of the athletic and outdoor industry. In Portland, we are positioned well to interact with some of the greatest international athletic and outdoor brands. This course will examine the unique business practices of both manufacturers and retailers in this industry. Industry leaders will be invited to share their insights and expertise with you. In addition to discussions with executives, we will also have case based discussions every class. This course will be highly interactive. Weekly preparation and participation is expected!
Learning Objectives
· Understand unique challenges of the athletic and outdoor industry
· Discuss the role of the manufacturer in innovation, brand development, and customer service
· Understand the relationship development between manufacturers and retailers
· Discuss the role of the retailer in building brand equity and interfacing with customers
Required Texts and/or Additional Materials
· MKTG 410/510 Course Packet- Available at Clean Copy
This is mandatory for all students.
January 8th: What is this class about?
Purpose: During this class meeting, we will go through the syllabus and expectations of the class.
Speaker: Kerry Wu, Business Administration Librarian, Portland State University (CONFIRMED)
January 15th: Overview of the athletic and outdoor industry?
Purpose: During this class we will discuss the athletic and outdoor industry and why it is especially important in Oregon.
Speaker: Chris Harder and Sucheta Bal, Portland Development Commission (CONFIRMED)
Case: Knight the King: The Founding of Nike
January 22nd: Understanding the relationship between manufacturers and retailers
Purpose: In this class, we will explore the relationships between manufacturer sales representatives and retailers. Our speakers will demonstrate the process of presenting products to retailers. We will also explore some of the unique inventory and brand concerns of retailers when allocating product assortment.
Speaker: Robb Finegan, Owner Fit Right, NW (CONFIRMED)
Group Five-Speaker Presentation
MBA Students- presentation to include analysis of Mizuno, as well as unique challenges of the specialty running industry.
Case: Nike Football: World Cup 2010 South Africa
Group One-Case Presentation
January 29th: Know Your Customer: Understanding Segmentation
Purpose: A market segment is a subgroup of people or organizations sharing one or more characteristics that cause them to have similar product needs. Market segmentation is the process of dividing a market into meaningful, relatively similar, and identifiable segments or groups. Many firms fail to segment their markets effectively. This section will discuss how to identify the best segments, and the best distribution channels to reach them.
Speaker: Kirk Richardson, VP of Keen
Case: VF Corp: Acquiring the Iconic Skateboard Footwear Brand Vans
Market Segmentation, Target Market Selection, and Positioning
Group Two-Case Presentation
February 5th: Creating a Winning Retail Culture- Hiring the right people
Purpose: We will learn what companies do to create a successful organizational climate. Factors include: top management support, employee recruitment and retention, organizational policies, and corporate philosophy. We will learn from recruiters what employers in the industry are looking for.
Speaker: Jackie Mathys, Founder Mathys+Potestio (CONFIRMED)
Case: L.L. Bean Customer Service (professor provided case)
Article: Wilderness Leadership: On the Job (professor provided article)
Group Three-Case Presentation
February 12th: Retail Packaging and Merchandise Programs
Purpose: In this class, we will discuss the importance of packaging and merchandising. In 2011, Gerber embarked on a massive campaign that involved a new brand and new packaging. Often, a consumer’s only exposure to a brand is packaging which has a significant impact on purchase direction. Packaging plays an important role in store merchandising and new SKU adoption.
Speaker: Andrew Gritzbaugh, Marketing Manager, Military/Tactical, Gerber (CONFIRMED)
Group Four-Speaker Presentation
Case: New Balance Athletic Shoe
February 19th: Manufacturer’s Perspective: Keeping Your Brand Relevant
Purpose: In today’s competitive market, many customers are more price sensitive and less loyal to brands. This session will focus on what brands can do to maintain relevancy and a competitive edge in the domestic and global marketplaces.
Speaker: Jonathan Sipling, VP of Business Development, adidas (CONFIRMED)
Brett Cassidy, Buyer, the CLYMB (CONFIRMED)
Case: Athletic Knit
Article: Under Armour Founder on Learning to Leverage Celebrity Endorsements (professor will provide)
How Patagonia Makes More Money By Trying to Make Less (professor will provide)
MIDTERM EXAM- The midterm exam will be take home. I will give you the case on February 12th. The case will be due on the 19th.
Canadian Goose: The South Korean Opportunity (professor will provide)
There will be no case discussion or speaker today to accommodate the midterm exam.
February 26th: From Concept to Consumer
Purpose: The purpose of this class is to give a broad overview of the product design process from creation to “go- to-market” strategies for reaching the consumer. This class will include insights on product design, sourcing, manufacturing, transportation, and retail selection.
Speaker: Grant Barth, Nike, Global Apparel Leader- Outerwear/Outdoor (CONFIRMED)
Group Three-Speaker Presentation
Case: Athleta
Group Four-Case Presentation
March 5th: Innovations in Manufacturing and Retailing
Purpose: This class will focus on innovations from the manufacturer. Innovations can include product innovations, customer service innovations, human resource innovations, and supply chain innovations.
Speaker: Woody Blackford, Vice-President of Innovation, Columbia Sportswear (CONFIRMED)
Group Two-Speaker Presentation
Case: Innovation at Timberland: Thinking Outside the Shoe Box
March 12th: Sustainability in Active and Outdoor Retailing
Purpose: Sustainability is very important in retailing and is especially important to the active and outdoor consumer. During this class we will explore unique challenges in responding to customers’ desires to go green. We will also explore how some retailers are incorporating sustainability into their supply chain practices.
Speaker: Lisa Thompson, President, Icebreaker America (CONFIRMED)
Group One-Speaker Presentation
Case: REI: Sustainability Strategy and Innovation in the Outdoor Gear and Apparel Industry
Icebreaker: The U.S. Entry Decision
Group Five-Case Presentation
MBA Students- Must present both cases to course
Final Exam: Tuesday, March 19th : 5:30 pm to 7:20 pm
Grading
Points / Activities200 / Midterm
200 / Final Exam
125 / Team Presentations – Speakers
(MBA students- speaker analysis should also include industry analysis)
125 / Team Case Presentations
(MBA students- two case presentations)
75 / Quizzes and In-Class Exercises
75 / Participation
200 / Paper
MBA students-see below. Paper should include a business plan.
A = > 940
A - = 900 - 939 / B + = 870-899
B = 840-869
B - = 800-839
C + = 770-799
C = 740-769
C - = 700-739 / D + = 670-699
D = 640-669
D - = 600-639
F = < 599
PAPER PROJECT
Papers are due MARCH 5th at 5:40 P.M.
All papers should be typed, double spaced, and should NOT exceed 15 pages including references.
Step One:
Pick an industry in active and outdoor. Examples include: Running, Baseball, Basketball, Rugby, Cycling, Hunting, Skiing, etc. This can relate, but does not have to relate, to your case and/or speaker presentation.
Step Two:
Do a COMPLETE SWOT analysis on this industry.
Step Three:
Identify the top three target markets for this industry. Describe the target markets in detail.
MBA Students- Do a complete segmentation analysis for the industry.
Step Four:
Identify TWO manufacturers in this industry (can be local, national, or international). Briefly describe their histories. Describe how each manufacturer has developed a competitive advantage. Describe a unique challenge for each of these manufacturers. Identify each manufacturer’s primary target market (just one). Thoroughly describe the target market. Also, describe how the two manufacturers compete with each other as well as potential opportunities for collaboration.
Step Five:
Identify TWO retailers in this industry (can be local, national, or international). Briefly describe their histories. Describe how each retailer has created a competitive advantage. Describe a unique challenge for each of these retailers. Identify each retailer’s primary target market (just one). Thoroughly describe the target market. Identify two opportunities for each retailer for growth and advancement in their industry.
Step Six:
Undergrad Students ONLY- Write several paragraphs on where you think your chosen industry is headed. Where do you see the industry in 5 years, 10 years, or 20 years? Thoughtfully support your insights.
Step Seven:
MBA Students ONLY- Pretend that you are an entrepreneur in this industry. Write a brief 5-7 page business plan that outlines what unique business idea you have to compete in this industry. How would your company meet the needs of customers? Who would you target market be?
Exams
There will be two tests. There is absolutely no excuse for missing a test. I will not give make up exams unless scheduled in advance or if there is an EXTREME family emergency.
The tests will cover important concepts from guest speakers, class discussions, videos, lectures, and reading assignments. ALL materials covered during class are considered fair game for me to include in the exams, so PAY ATTENTION in class!
Groups
The class will be divided into six groups. Each group will be responsible for several deliverables throughout the term. Group members will evaluate each team member’s overall contribution, and grades will be adjusted accordingly.
Case Presentations
Every week, we will have a discussion that focuses on a particular case. Each group will be assigned one case. The groups are responsible for preparing class notes and a brief presentation of the case to the class.
Speaker Presentations
Every week, we will have an industry professional speaking to the class. I will work with this speaker in advance to develop a research question that is unique to the speaker’s company. Each group will be assigned a speaker and will have to prepare a formal 20-minute presentation to be presented to the guest speaker and the rest of the class.
Participation
Participation not only means that you come to class, it also means that you participate in the discussions during class. I realize that for some people becoming actively involved in a class discussion may be difficult and challenging. In order to be successful in your careers though you will need to begin moving outside of your comfort zone. Please try to participate as much as possible. This will be an interactive class. If you have a personal issue that prohibits you from participating in class, you must let me know immediately. Participation will count for 10% of your final grade in this course.
Participation-Point Reducers
Please do not come in late and please do not leave early. We are having guest speakers for almost every class. It is will be especially rude and disruptive if you leave during the class period or arrive late.
DO NOT leave your cell phone on, and definitely DO NOT answer it. No texting during class.
Please be respectful of your peers.
Teams
This class requires your team to do a speaker presentation, a case presentation, and to complete a paper. Each team member will evaluate the team after each component. You are not guaranteed the same grade as your team if you do not participate fully in each assignment.
Academic Honesty
Course participants are expected to maintain high standards of academic honesty. Academic honesty is a requirement for passing this course.
Accommodations
If you need disability or testing accommodations, please notify me immediately.
Speaker Presentation / Case-Discussion PresentationGroup One
Chester Allen
Neal Bateman
Sarah Carpenter
Jordan Devore
Alyssa Rutherford / March 12th / January 22nd
Group Two
Chase Dillon
Ryan Enquist
Sean Evernden
Christoffer Fasching / March 5th / January 29th
Group Three
Walter Iboy
Oliver King
Nicholas Kluempke
Robert Truax / February 26th / February 5th
Group Four
James Lovell
Baile Nogle
John O’Halloran
Priya Patel
Robert Riley / February 12th / February 26th
Group Five-MBA
Thomas Landers
Mallory Miller
Michelle Pages
Nik Rupp
Benjamin McKee / January 22nd / March 12th