Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Proceedings of the 7th International Conference on Economic Management and Green Development
Series Vol. 33 , 10 November 2023
Open
Access | Article
The Impact of Different Marketing Approaches on Company Performance Taking ANTA as an Example
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Abstract
This research aims to explore the impact of different marketing strategies on the performance of Anta, a Chinese sportswear brand. The study utilizes SWOT analysis to identify Anta's strengths, weaknesses, opportunities, and threats and examines how traditional marketing, social media marketing, and sports event sponsorship affect the brand's performance. The research is based on a thorough review of the relevant literature and secondary data analysis. The findings indicate that Anta's strengths lie in its strong brand reputation, diversified product portfolio, and innovative design. However, the company faces challenges in the areas of distribution and international expansion. The study also reveals that social media marketing is a cost-effective and efficient way for Anta to engage with consumers and improve brand awareness, while sports event sponsorship can help the company enhance its brand image and reach a wider audience. In conclusion, this research provides insights into the marketing strategies that can help Anta improve its performance and competitiveness in the sportswear market. The study suggests that Anta should continue to invest in social media marketing and explore new opportunities for sports event sponsorship. The research contributes to the existing literature on sportswear marketing and provides valuable information for marketing practitioners and academics.
Keywords
company performance, SWOT analysis, marketing strategies
References
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Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- Proceedings of the 7th International Conference on Economic Management and Green Development
- ISBN (Print)
- 978-1-83558-087-5
- ISBN (Online)
- 978-1-83558-088-2
- Published Date
- 10 November 2023
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/33/20231629
- Copyright
- 10 November 2023
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited