BRAND ANALYSIS
SPORTS FOR ALL: DICK’S ON A MISSION Dick’s Sporting Goods has a strong mission to be “Sports for All.” Currently, Dick’s is an approachable store for beginner to intermediate athletes who might otherwise feel intimidated by more specialized, advanced sporting goods stores geared towards the experts. The customer feels comfortable when they enter the store due to its wide selection of gear at multiple price points suitable for the beginner to the more experienced athlete. From an eight-year-old’s first pair of soccer cleats to the varsity starter, Dick’s has the appropriate gear for the occasion. This wide variety emphasizes the accessibility of the brand for all athletes. Additionally, the goods are competitively priced, further contributing to Dick’s “Sports for All” mission. There is, however, one key obstacle that Dick’s will face in attempting to be “Sports for All.” While it tries to be everything for all athletes, it may lose sight of its own identity by catering to the masses. Dick’s can continue to embrace their brand vision of “Sports for All,” but it must keep focus on what it stands for: accessibility. Dick’s is sports for almost all – from beginner to intermediate athletes. If it chooses to cater to the more professional athlete, the accessibility will give way to a more intimidating, exclusive environment. One opportunity Dick’s can pursue to achieve this stronger brand focus is through its people. Dick’s employees, while currently friendly and courteous, can be better trained to understand the products they are selling, and perhaps even more importantly, they can be more inspiring to their customers by showing their passion for sports. Incentives and stricter training and hiring procedures are possible routes for more enthusiastic staff, or “coaches,” in order to enhance Dick’s conviction and identity of “Sports for All.”
EXTERNAL FORCES AND OPPORTUNITIES Several external factors, cultural and economic, offer more opportunities for Dick’s to pursue in order to strengthen their brand identity as “Sports for All.” With childhood obesity on the rise, Dick’s is threatened with fewer and fewer young (and potentially life-long) athletes as customers. With video games, the Internet and other new technologies vying for kids’ (and often times adults’) attention, Dick’s is faced with a wide range of competitors. This threat, however, can be used to Dick’s’ advantage by inspiring kids to become involved in sports at a very early age through partnerships with schools and non-profit organizations. The green movement affects the sporting goods industry as well. As culture moves to be more environmentally conscious, consumers are slowly turning to secondhand goods or those made from recycled materials. Dick’s could potentially offer a secondhand exchange in which customers could bring their old sports equipment and receive discounts or store credit towards new items. Finally, the economy is both a threat and an opportunity. As consumers are cutting back on nonessential spending in tough times, the sporting goods industry can easily take a financial hit. Gym memberships can be pricey, but Dick’s has the affordable solution for staying physically fit and healthy while the economy is slow. It offers equipment for children and adults alike to find an affordable (and healthy) entertainment and fitness outlet. It is an ideal time to capitalize on this advantage.
SOLIDIFYING DICK’S IDENTITY Of course Dick’s Sporting Goods sells, well, sporting goods, but the company stands for more than just these products. So what business are we in then? Health? Fitness? Recreation? The company’s corporate mission “Sports for All” means that Dick’s is really in the business of building stronger, more inclusive communities centered around sports. The brand is accessible for anyone and everyone who wants to become involved in sports and as such all of its actions should be consistent with this vision. Inherent in sports (particularly team sports) are benefits such as improved social skills, teamwork, community, self-esteem, fitness, and the dream that anything is possible. All of these ideals lead to what Dick’s offers: a more well rounded, physically and emotionally, healthier life for everyone. With this broader definition of the brand’s category, Dick’s can easily solidify its identity as the accessible authority in sports.