Distributing Soccer Shoes in Germany: A Smart Decision - Essay Sample

Introduction

My desired products for distribution are soccer shoes, which are to be distributed to the market in Germany. My decision is informed by the reality that Germany is a country in which soccer is a dominant sport. So popular is the sport in the country that it is estimated that at least 6.6 million people in the country play soccer (Gethard, 2006). It is, therefore, logical to engage in the production of soccer shoes since the large number of people who participate in the sport will need to have soccer boots for their training as well as for playing their matches. My selling point that would enable my brand of soccer shoes to penetrate the market effectively would be the fact that my products will provide more superior quality than the brands currently in the market, and I would also be providing the high-quality products at relatively lower prices than those offered by the current providers.

The soccer shoes that I intend to produce for the German soccer players will help in addressing some issues that are currently not addressed in the industry. First, I will offer a welcome alternative for the people in the market who are not comfortable with using the available brands in the market. Secondly, I would be addressing the issues concerning the quality of the soccer shoes since I will be providing boots of more superior quality than those currently available. Therefore, I will have solved the issue of durability of soccer boots, since there have been complaints on the ones that are now in the market. More importantly, I will be addressing the issue of providing boots of more superior quality at relatively lower prices than those currently available in the market. This will prove resourceful to the customers who will turn into loyal customers, which will translate into more profits for my company.

Product Development

I would source for my products from the best supplier of leather, which, according to my extensive research, is in Argentina. The use of superior quality leather will mean that the issue of quality and durability of the products has been successfully addressed. Next, I would source for a talented team of designers who will help in designing the boots, in that they will be aesthetically appealing as well as providing the much-desired durability that is missing from the products in supply. Also, the designing department will be handy in providing the market with boot designs that address the tastes of the male and female soccer players across all the age groups, hence acquiring a market base from all the soccer players in Germany (KeiserGarner & Vandermar, 2017). I would opt to have the products designed and assembled in Germany so that the costs associated with the transportation of the products to other locations will be reduced, as well as the costs associated with assembling goods instead of having finished products moved into the area. The life cycle of the boots is estimated to be at least eight months of active use, and this will provide the athletes with two more months than the six months that the current products offer to the market.

Transportation and Logistics Issues to be Addressed

The transportation of the raw materials needed for the production of the soccer boots that my company intends to develop, as well as the distribution of the final products, is an issue that needs to be addressed. In terms of acquiring the raw materials, I would opt for the use of air transport, since it would offer the required raw materials more speedily. When raw materials are delivered on time, the manufacturing process can be fast-tracked in a manner that would help my company achieve faster production periods, hence increasing the volumes produced over time (McKinnon, 2019).

Additionally, I would have to look for means through which I would have the raw materials delivered to the manufacturing plants as quickly as possible. For this reason, I would have a fleet of high-capacity trailers waiting for the raw materials for distribution immediately when they are delivered. More importantly, I would source for reliable ways through which the finished products would be moved to all the regions of Germany, so that my company’s shoes would be available in all the areas, increasing the market penetration of the products. I would also ensure that there are contingency plans in place to distribute the goods faster when there are emergency deliveries needed, as the use of local couriers or local air transport.

Distribution

When the final product is produced, I will require a reliable distribution chain that will enable my company’s products to reach the end-user of our soccer boots. It is for this reason that my company will invest heavily in the advertisement for our products so that by the time the first products are in the market, the market will already be aware of the products. To ensure this, I would engage in rigorous marketing drives, which would involve the provision of free samples to the great soccer teams, so that they will have tested my company’s products beforehand and have had the time to decide on whether or not to purchase our products.

Apart from the direct clients that the soccer teams could provide, I would also set up chain shops that would solely deal in the company’s soccer boots, which would help in availing the products across the different areas of Germany, hence increasing the market influence that the company will have in the long run (Rellas Robinson & Frazier, 2019).

Additionally, I would enter into partnerships with the existing distributors of soccer boots so that their stores could add our products into their list of goods in stock. This way, our goods will be distributed across the market, hence increasing the chances of our products being available for all the potential customers.

Implementation

To ensure that the idea I have for the production of soccer boots for the German market would be successful, I would need to take care of several areas of implementation. First, I would have to ensure that I work on sourcing for the finances required to set up and run the company. The funds needed will include the costs of supply for the necessary raw materials and the hiring of the staff needed for the production process as well as the distribution process.

I would then implement my plan through engaging in rigorous marketing campaigns that would help in getting the new products known in the market, as well as ensuring that the products can make an impact in the market despite the current domination of the market by the products already in supply to the market (Rellas Robinson & Frazier, 2019). I would, therefore, engage in product promotion by offering free samples to potential customers so that they can test our goods and also capture their attention. Finally, I would implement my idea by getting into partnerships that would help in getting my company on track towards achieving the goals that they had set at the inception of the company. Therefore, partnerships in the relevant fields such as financing, production, marketing, and distribution will come in handy in achieving the set goals.

Measurement of Success

To measure the success of my company and its endeavors, I would first look at the volume of goods distributed over a particular trading period. Larger quantities will mean that our products have been received well by the market and therefore their demand for our products will be high. Secondly, I would measure the success of my company by looking at the profits made over the trading periods. Significant profits will mean that the company is performing well, and therefore serve as an indicator of excellent performance by the products and the company.

I would also measure the success of my company’s products by looking at the market that it has influenced the German market. My ultimate goal in this endeavor would be to be the preferred supplier of boots to the Bundesliga. Therefore if the first division of the German league used my products, it would mean that I have achieved the highest levels of success. I would also measure my company’s progress through the number of top-rated soccer players who would use my products since when the top talent endorses goods, it draws in more customers to the company’s products. Finally, the measure of success for my products would be the expansion of operation from only Germany but also into other parts of Europe and the world in the long run.

References

Gethard, G. (2006). How soccer explains postwar Germany. Soccer & Society, 7(1), 51-61.

Keiser, S., Garner, M. B., & Vandermar, D. (2017). Beyond design: The synergy of apparel product development. Bloomsbury Publishing, USA.

McKinnon, A. (2019). Freight transport and logistics. A Research Agenda for Transport Policy. Edward Elgar Publishing.

Rellas, N., Robinson, J., & Frazier, S. (2019). U.S. Patent No. 10,282,766. Washington, DC: U.S. Patent and Trademark Office.