Case Study: Runners Supply

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Case Study: Runners Supply By: Heather Pollick MRKT-3001-1/MGMT-3002-1 Walden University Instructor: Russell Casey June 12, 2012 Abstract This application will take a look into the Case Study: Runners Supply printed in the Marketing Vol. 2 text by Marc Lyncheski. It will evaluate owner of Runners Supply Julie Yellowrobe’s present marketing strategy and how her target market has changed over the years. The application will further address changes to product and marketing mix that could be made and the risk and rational for such recommendations. Dilemma Owner of Runners Supply, Julie Yellowrobe has discovered that while her business is doing well, it is no longer experiencing increasing sales. She believes this leveling out has occurred because her previous target market has aged over the past 20 years and have turned to other less strenuous activities to keep in shape and an increase in competition from fashion and discount retailers. Julie has attempted to introduce a wider range of product including more fashionable and custom made products. The fashion product created a direct competition with discount outlets such as Wal-mart who could cut prices more deeply than she could. The custom made product captivated the attention of the serious runner however her previous supplier went out of business leaving her a more financially risky alternative. Understandably the owner of Runner Supply is concerned with alienating her loyal customers by changing directions too drastically but remaining stagnant with competition moving in could eventually mean closing her doors. Possible Solutions With the serious runner contributing to over half her business, it is imperative that Julie continue to meet this market’s needs. While her sales may have leveled off this is more likely due to the fact that Julie has admittedly stayed the course with little change in

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