Marketing Plan

Teams can literally do anything they want on the suit. .
             Turbo management now wonders whether or not there is a significant difference in consumer attitudes towards Turbo products between those people who have actually used Turbo swimwear and those who have only heard of it (or not heard of Turbo at all). .
             Management has recognized a trend: many people buy one Turbo suit, use the suit, like the suit (an assumption), and then order Turbo swimwear for their entire team. The goal of this marketing research project is to survey swimmers to see if significant differences between Turbo product users and non-product users in terms of their attitudes towards Turbo swimwear.
             Background Information on the Company and Industry.
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             The entire market for competition swimwear is estimated at $100 million. One company dominates the market: Speedo, a division of Authentic Fitness (publicly owned, headquartered in Los Angeles, CA), with 60% of the market. TYR, headquartered in Huntington Beach, CA and privately owned, in part by former swimmer Steve Furniss, is .
             A distant second with 20% market share Other companies include Arena, which is rumored to be going out of business, and the Finals, which are also rumored to have financial difficulties (and may be purchased by TYR). Victor is another small player in the industry, producing low price, and low quality swimwear. Recently another small player, Hind, has exited the market, citing low profitability and growth. While other companies are struggling and going out of business, Jantzen entered the market in 1997 by licensing the Nike brand name. Adidas is entering the market this year, the 1999-2000-swim season. The graph highlights the industry's current market share.
             Speedo dominates the competition swimwear market, in market share, brand equity, and marketing strategy. This strategy is two pronged. First, Speedo sponsors Olympic level athletes (by paying them to wear Speedo swimwear products) and then uses these athletes as endorsers of Speedo swimwear in their catalog and advertising campaigns.