• Skateboarding was invented in California in the year 1950 but until 1960s there was no manufacturing company of skateboards. (Ratten 2016)

• The game became famous in 1990s after it was televised by ESPN as “X” games.

• It can also be claimed that skateboarding is one of the fastest growing sport industries across the world.

• The popularity of skateboarding is very intense in US where according to the report of 2008 the skate industry had earned $7 billion (Wilde 2015).

• The skateboarding culture was also popularised in Australia, UK and Germany.

• The Skateboarding manufacturer industry had started its journey in UK by 1975 (Borden 2017).

• ScaterBoys is a fictitious skateboarding company with its major market capitalisation in UK.
• The company is also known as ‘Skaters’.
• Besides manufacturing skateboards, Skaters also provides skateboarding accessories and clothing.

• Belongs to a small manufacturing farm the Skaters has a limited market orientation and follows a goal to maximize its customers 5 times in the next 10 years.
• In order to maximize their customers, the Skater has shifted its marketing strategy from based on male players to incorporation of women as well.
• The marketing strategy of the Skater is also reflected in their employee recruitment policy where the management is going to end any kind of discrimination in selection policy.
• As a result of that, the diverse ethnic and gender groups can help the company to develop a strong brand image.

• In fact, due to supporting female inclusion in the games ScaterBoys has changed their names by omitting the ‘boys’ and now familiar with only the name ‘Skater’.

POMC Approach

 

Figure1: POMC model

(Created by the Author)

• Sport marketing is dynamic and polysemic in nature which is based on customer behaviour.

• Moreover, the integration of skateboarding in big sports events like Olympic enhances the value of the sport.

• The business process management or the business planning is based on a number of different elements which are part and parcel of a company structure.

• Emphasis on the project management is essential in order to shape the planning of estimated project successfully (Gafiyatullina et al.2015).

• Relationship with the vendors and suppliers is a key factor in order to maintain a continuous supply of raw materials and circulate the manufactured products in the market (Sethuraman and Suresh 2014).

• The business organisation has to draw a roadmap so that it can lead the company towards meet the aims and objectives.

• In addition to this, managing a standard practice is very significant for the company. In spite of having a decentralize nature most of the business organisations put focus on a standardise model to some extent which are relevant to the future plan of the company (Rosemann and vom Brocke 2015).

• The production management has to keep in mind that the success of the company is primarily based on their quality. It is also the responsibility of the company to make the production unit familiar with the importance of their performance (Rosemann and vom Brocke 2015).

• Besides this, managing the employees and production related people is also considered to have a great deal of importance.

• As the company is planned to create a diverse work force therefore, it is important for management to convey their ideas to the lower strung of the organisation (Gafiyatullina et al.2015).

• In addition to this, to deal with the new marketing plan the management is highly depend on every actors related to the company’s success.

• Employee motivation is very essential for any company to fulfil all the objectives. Through employee motivation companies instigates its employees to perform in maximum level.
• It can also be stated that motivation enables the employees to improve their performance by minimum wastage of time and resources. It can bridge the gap between ability and willingness to work which further leads towards efficiency (Kamasheva et al.2015).

• Motivated employees are always wanted to achieve the organisational goals and in order to do that giving their best effort

• Motivation can also play a pivotal role while introducing changes in the business environments. Motivated employees always understand the value of the transformation and support the actions taken by the company.

• It can be argued that using motivation as a key tool is a strategy for every company. It can able to prevent employee turnover and the help to keep efficient employees.

Controlling

• Control in organisational structure can help a company to accomplish organisational objectives and goals (Gafiyatullina et al.2015).

• Performance standards are highly linked with the control management where the manager is able to compare the actual work performance and actual standard.

• Control management enables a company to analyse human and physical resources efficiently.

• The term Control is highly associated with order and discipline inside the organisation which in turn create a better advantage for achieving organisational goals (Rosemann and vom Brocke 2015).

• The Skater Company is keen to implement a strategic planning to attract more customers. The existing consumer strength of the company is quite satisfied but not up to the mark. As a small business organisation the Skater Company is going to prioritize its target customers in terms of women.

• Besides this, the Skater Company should maintain a good understanding with the vendors and suppliers. The market orientation of the company is not wide enough and therefore to sustain in the skateboard manufacturing industry the company takes the strategy of making continuous communication with the suppliers.

• The goal of Skater is to meet the target of expanding the number of customers 5times more within the next 10 years. In order to achieve that, it is the major planning of the company to utilise every possible opportunity to occupy the market more.

• Introducing a standard practice in production, market orientation, customer satisfaction and organisational structure is a primary motive of the Skater. The reason behind this strategy is to provide a solid foundation to the company so that it can be beneficial for meeting the target of the company.

• In this context, at first the company is going to take a deep concern about the production facilities. It is very important for the company to foster a good environment and continuous flow of raw materials.

• The role of warehouse management is very pivotal in this regards. Keeping in mind about the value of Warehouse management, the Skater Company is primarily introduced monthly meeting where every team has to produce their monthly report.

• Organising the staff is also very challenging for the Skater management. Introducing diversity in workplace further extends the importance of staff management where the management of Skater Company will conduct a session about the advantages of diverse work culture.

• Building up a good communication with employees is a key strategy for Skater. In fact, the company is not big enough and it becomes an advantage for Skaters to stay connected with every employees.

• Besides this, the Skaters Company is also providing opportunities of advancement to most of the employees. It can motivate the staff of getting promotion.

• In this regards, there is no doubt that incentives are always be the best motivational booster. Incentives in terms of gift cards, tickets or free passes or cash payment are considered to be beneficial for the company and the employees as well. The Skater Company also follows this trend by boosting the employees with yearly incentives.

Control in Skater

• In order to achieve the success for future maximization in market Skater establishes a standard quality of production.

• Measuring performance is another tool to keep the production always in checks and balance.

• Maintain a transparent organisational structure further provides more value in the controlling management of Skater.

• Strategic alignment is identified as a major output which has a close relation with organisational priorities and objectives.

• Governance is associated with the roles and responsibilities of different levels in the organisation (Rosemann and vom Brocke 2015).

• Method is connected with set of tools and techniques to continue the life cycle.
• Information technology is also considered to be another key factor which facilitates an effective procurement and flawless facility.

• People in terms of the manufacturing unit are entitled to enhance the management skill of the company.
• Culture is related to the core values and beliefs of the company upon which the organisation relies upon.

• Skater is going to install an IT sales facility where the customers can choose and buy their products quickly.

• The company puts focus on developing a system where the manufacturers can lodge their requirements and supply details.

• The IT system also set up an accounting system for the finance department where the finance team will calculate every expenses and employee salaries.

References

• Borden, I., 2017. Skateboard City: London in Skateboarding Films. In London on Film(pp. 177-192). Palgrave Macmillan, Cham.

• Carr, J.N., 2017. Skateboarding in Dude Space: The Roles of Space and Sport in Constructing Gender Among Adult Skateboarders. Sociology of Sport Journal, 34(1), pp.25-34.

• Gafiyatullina, A.Z., Nikonova, T.V., Vagin, S.G., Kharisova, R.R., Pavlova, E.I., Khayrutdinov, R.R. and Ishmuradova, I.I., 2015. Organization of controlling the intellectual potential of company personnel. Review of European Studies, 7(4), p.13.

• Kamasheva, A.V., Valeev, E.R., Yagudin, R.K. and Maksimova, K.R., 2015. Usage of gamification theory for increase motivation of employees. Mediterranean Journal of SocialSciences, 6(1 S3), p.77.

• Ratten, V., 2016. The dynamics of sport marketing: Suggestions for marketing intelligence and planning. Marketing Intelligence & Planning, 34(2), pp.162-168.
• Rosemann, M. and vom Brocke, J., 2015. The six core elements of business process management. In Handbook on business process management 1(pp. 105-122). Springer Berlin Heidelberg.

• Sethuraman, K. and Suresh, J., 2014. Effective leadership styles. International BusinessResearch, 7(9), p.165.
• Wilde, K., 2015. Women in Sport: Gender stereotypes in the past and present. RetrievedFebruary, 4, p.2015.