The Sports Goods Market in Central Europe - (Germany) Vol.4
EDM Publications, March 2010, Pages: 387
This report looks at the trends in sports participation and governmental initiatives to promote sports activities. It also provides import-export statistics from the last few years
The report includdes profiles of important companies in the sector and looks at the overall market size data and growth, with details on apparel, footwear and equipment and on the market for 10 major sports categories (fitness, team sports, golf and racket sports, running, cycling, action sports, water sports, outdoor sports, cue sports).
The structure and development of the supply chain at the wholesale and retail levels is analysed, with an analysis of the distribution strategies and channels, including the fashion circuit and the internet.
Consumers' attitudes toward sporting goods and marketing and ways of entering the market and optimizing brand penetration are also looked at.
- Case studies of successful and unsuccessful market penetration and related tips
- Sports participation and trade figures
- In-depth analysis of the whole supply chain
- Ten product categories studied from top to bottom
- Consumption trends and effective marketing strategies
- Comprehensive market and foreign trade statistics
- Listings of 184 executives interviewed and about 280 other distributors and retailers
- Profiles of 105 companies
INTRODUCTION
1 GEOGRAPHICAL, SOCIAL AND ECONOMIC SITUATION
1.1 Basic data on currency exchange rate, type of government, VAT rate
1.2 Statistics on the population, its geographical spread, percentage of urban population and list of the cities with more than 100,000 inhabitant
1.3 Latest and projected growth rates GDP and GDP per person
1.4 Evolution of average wages, working schedules and unemployment
1.5 Evolution of life expectancy, smoking and obesity
1.6 Consumer spending levels and patterns
1.7 Factors that are likely to influence the growth and the stability of economic progress and of the consumption of sport goods in the future
2 SPORTS PARTICIPATION
2.1 General statistics on sports participation
2.2 The effects of macro-economic, cultural and other trends on participation in various kinds of sports
2.3 New trends in sports participation, especially by gender
2.4 The importance of such sports-related concepts as fitness and wellness and closeness to nature
2.5 Changes in the amount of free time devoted to sports as compared to other leisure activities
2.6 The most popular spectator sports
2.7 The initiatives of governmental and non-governmental institutions in favour of sports participation
3 TRENDS IN MANUFACTURING AND TRADE FOR SPORTS GOODS
3.1 Statistical information on annual production)), exports and imports of various kinds of sports goods
3.2 Description of major national manufacturers and brands of various types of sports goods, including profiles of selected companies that have a significant place in the local or international market or an interesting development strategy
4 MARKET SIZE
4.1 Best possible estimates of the size and growth of the sports goods market in volume and value, particularly at the retail level. Evolution since 2004, with an in-depth analysis based on multiple sources and on different parameters
4.2 The estimated market shares taken by footwear, apparel and equipment in the national sports goods market
4.3 The estimated market shares taken by the different sales channels
4.4 A review of each of the sports categories covered by the Project
4.4.1 Fitness (includes home fitness, aerobics, strength and cardio training, Nordic fitness)
4.4.2 Team Sports (including football, rugby, basketball, volleyball, handball, hockey, floorball, cricket, etc.)
4.4.3 Golf & Racket Sports (tennis, badminton, squash, table tennis)
4.4.4 Running and exercise walking (not hiking and not walking to the office or to school)
4.4.5 Cycling (including mountain biking, but not BMX)
4.4.6 Action & Fun Sports (skateboarding, inline skating, BMX cycling and other extreme sports, but not snowboarding, covered under Snow Sports)
4.4.7 Snow Sports (alpine ski, cross-country ski, snowboarding, snowshoeing, etc.)
4.4.8 Water Sports (swimming, surfing, kite surfing, scuba diving, rowing, rafting, etc.)
4.4.9 Hiking and other Outdoor Sports (trekking, climbing, fishing, camping, but not hunting)
4.4.10 Cue Sports (bowling, darts, archery, etc., but not shooting)
For each of the above sports categories, the publisher analyzes:
- Availability of sports venues or resorts and plans for new ones
- Development of participation levels
- Dynamics in club memberships, permits & licenses
- Market size and growth for the related products
- Major brands and ways in which they are distributed
- Major specialist retailers
- Well-known national champions in the category
- Specialised magazines for the sector and specific marketing activities, including grassroots initiatives
5 STRUCTURE AND DEVELOPMENT OF THE CHAIN OF DISTRIBUTION FOR SPORTS GOODS AT THE WHOLESALE STAGE
5.1 Structure and forms of distribution for sports goods (sales subsidiary, distributorship, agency) that are most common in each region and in each country, covered by the Project, illustrated by a few significant examples of successful market penetration by foreign companies
5.2 The development of the various functions and roles assumed by the different types of companies and individuals involved in the supply chain over time (distributors, agents, wholesalers, retailers)
5.3 The sales and distribution structures and policies adopted by the major global sports brands (Nike, Adidas, etc.) in each country or region. Profile of each of them. Data or estimates about their sales, their growth, their market shares or ranking in the country. Information about their market positioning and their marketing activities in the country
5.4 The sales and distribution structures and policies adopted by other national or international brands in each country or region
5.5 Profiles of some major national and regional distributors and agents of foreign brands. Ways in which they operate. Examples of successful or unsuccessful market penetration by certain brands
5.6 Trends in distributor discounts and agents' commissions
5.7 Recent changes in distribution resulting from mergers, acquisitions, divestitures and major changes in trade flows (e.g. accession to the European Union)
5.8 Trends in the proportion of re-orders made by retailers for certain sports items and related logistic issues
5.9 Methods of payment adopted by national sports goods vendors and distributors with retailers, and ways of securing the payment of invoices
6 STRUCTURE AND DEVELOPMENT OF THE CHAIN OF DISTRIBUTION FOR SPORTS GOODS AT THE RETAIL STAGE
6.1 The growth or decline in total retail sales, and the place taken by sports goods in this pattern
6.2 The general evolution of retailing, including preferences for downtown or suburban shopping. Location of sports goods stores and bases for selection of the venue, including trends in the spread between urban and suburban locations for sports goods stores
6.1 Lease rates in urban and out of town locations, the cost of sales personnel and other factors affecting the cost structure, the pricing of sports goods and the profitability of retail operations
6.3 The development of the shopping malls, with a description of some of them, and their impact on the retailing of sports goods
6.4 The development of factory outlets and other ways of clearing stocks of unsold merchandise
6.5 The structure of retailing for sports goods. Estimated market shares of different types of retail channels trading in sports goods as part of the total volume retail sales of sports goods and the evolution of these shares
6.6 The major retail players in the sports goods market and profiles of some of them. Their estimated sales and market shares. The way in which they position themselves against their competitors in the market. The presence of international retailers or possible reasons for their absence
6.7 The role and evolution of the buying groups
6.8 The role and the evolution of supermarkets, hypermarkets and other mass merchants in the sporting goods retail trade
6.9 The challenges to the specialty trade from the fashion sector (fashion boutiques and shoe shops), and the specialty sports goods retailers' reactions
6.10 The role and the evolution of the different types of outlets including general specialty sporting goods stores, specialised sporting goods stores (particularly in the outdoor sector), department stores, hypermarkets and supermarkets, single-brand stores and shop-in-shops (company-owned or franchised), etc
6.11 The changing role of mail-order houses and electronic commerce, particularly in the area of sports goods
6.12 The role, evolution and scope of the private label programmes developed by the retailers and by the buying groups. Price differentials with branded products
6.13 Trends in retailer's mark-ups and pricing for different types of sports products and in different circumstances. Dynamics in the evolution of average selling prices since 2004 and macro-economic and micro-economic factors influencing these trends
6.14 Equipment rentals
6.15 Programmes for the training of store personnel and successful examples of incentives adopted for their performance
7 CONSUMERS' ATTITUDES TOWARDS SPORTS GOODS
7.1 Fashion trends affecting the consumption of sports goods
7.2 Observation of the sports and fashion items that consumers of the two sexes and of various age, professional and income groups are wearing at school, at work and in other circumstances. Attitudes towards sports clothing and footwear as a fashion item. The use of sports outerwear and sports footwear by consumers for sporting activities, for protection against the cold and as casual sportswear at work or for leisure
7.3 Attitudes of consumers towards the sports brands as compared to the fashion and casual brands, and related dynamics. Effects of these attitudes on the growth of certain types of sports goods
7.4 Factors that influence the consumer's decision-making process as far as sport-related purchases are concerned
7.5 The women's market for sports goods
7.6 The senior market for sports goods
7.7 Constraints on the consumers' purchasing of sports goods
8 MARKETING
8.1 Exhibitions for trade operators and consumers and relative importance of international trade shows
8.2 Other sources of information about the sports goods industry used by trade customers and end users: publications, websites, etc
8.3 Other forms of marketing and communication used for the promotion of sports goods. Actions and methods that have worked well for certain vendors or retailers
8.4 Discounting policies and their effects
8.5 Evaluation of the overall average IMC (integrated marketing communications) budget required to enter the market in certain cases
9 WAYS OF ENTERING THE MARKET AND OPTIMISING BRAND PENETRATION
9.1 Retailers' demand for certain foreign sports products in little supply and other business opportunities
9.2 Attitudes of those involved in the distribution of sports goods towards foreign products, particularly those of British vendors and those of other European countries
9.3 Main handicaps in doing business in the country
9.4 Ways of finding sports goods suppliers used by distributors and retailers. Problems and practices in establishing contacts with them
9.5 Recommendations about licensing and franchising, or the establishment of a sales subsidiary, a joint venture or another form of foreign direct investment (FDI), as alternatives to the choice of a distributor or of direct sales to retailers as modes for market entry
9.6 Customs and logistics issues
9.7 The role of the British Chambers of Commerce in the various countries covered by the Project
9.8 Recommendations for programmes and measures that the Federation of Sports and Play Industries could undertake to improve the success of British industry abroad
10 OUTLOOK AND FINAL REMARKS
APPENDICES
Extensive listings of all the people interviewed, other distributors, other retailers, other contacts etc.
- Adidas - Reebok
- Adidas Outdoor
- Alberto
- All Star D.A.CH. – Converse
- Amer Sports
- Arena
- Asics
- Bench
- Billabong
- Bogner
- Brax
- Bread & Butter
- Breuninger
- Columbia Sportswear
- Décathlon
- Deuter
- Duca del Cosma
- Edelrid
- Engelhorn
- Erima
- Etnies
- F2
- Falke
- Fashy
- Fjällräven
- Galeria Kaufhof –
- Sportarena
- Globetrotter
- Golfino
- Hanwag
- Holmenkol
- Hugo Boss
- Hummel
- Icebreaker
- Intersport
- Ispo
- Jack Wolfskin
- Joola
- Karstadt – Karstadt Sports
- Keen
- Kettler
- Kiefer Sport
- Killtec
- Leki
- Lex
- Lowa
- Lunge
- Maier Sports
- Mammut
- Meindl
- MTS
- New Balance
- Nike
- Nikita
- Nitro Snowboards
- O'Neill
- OutDoor
- Pacific (Fischer)
- Polar
- Powerslide
- Pro Feet/Fuse
- Protest
- Puma
- Quiksilver
- Redblue
- Reichmann & Sohn
- Relags
- Riedl
- Rono
- Runners Point
- Salewa
- Schmidt Group (Kappa –
- Chiemsee)
- Schöffel
- Schuster
- SINE - McTrek
- Skimax (Bikemax)
- Skins
- Sport 2000
- Sport Garmisch
- SportScheck
- Sunflex
- Tatonka
- Tatonka - Teva
- The North Face
- Titus
- Trigema
- Triumph International
- Uhlsport
- Unterwegs
- Uvex
- Vaude
- Victor International
- Völkl – Marker
- Völkl Tennis
- Water Color International
- Sports
- WB Compagnie
- Wöhrl
- ZEG
- Ziener
- Table
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