Macro-environmental Analysis

When it comes to macroenvironment, demographic, economic, and technological forces affect the demand in the product category of hockey helmets.

Demography is the study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics (Principles of marketing 2011). This field has major implications in the hockey helmet industry. A child can begin playing hockey as early as age 3 and continue playing in various leagues and associations until their body physically cannot play anymore. At the age of 12, children are allowed to participate in body-checking; the act in which one player uses their body to separate the opposing player from the puck. This is an important age for all the brands in the hockey helmet product category to be aware of, as it is at this age and older when the issue of concussion and head related injuries becomes prevalent. With the increased awareness of the devastating effects of these injuries starting at this age, the demand of a strong, protective and durable hockey helmet also increases. Companies in this category should also not ignore the change in relative family size. Families are having fewer kids and in turn these kids are getting what they want more often. The demand that comes with this is most certainly positive; consumers in this age category are more likely to buy a safer and more protective helmet.

Economic forces are also a huge contributor to the demand for all the brands in the hockey helmet industry. The economic environment deals with consumer buying power and spending patterns (Principles of Marketing 2011). These forces are important when it comes to identifying the percentage of consumers in the target market who have the purchasing power to buy a hockey helmet. While children and teenagers represent a large chunk of hockey players in Canada, most of these individuals do not have the disposable income to purchase a hockey helmet. Therefore, companies must direct advertising on the parents of these children as well as middle-aged and adult hockey players to effectively reach their target market. The influence on demand that is created by economic forces can be either positive or negative. If a particular brand in the hockey helmet industry chooses to direct marketing towards the consumers that have the purchasing power to spend on their product, demand could increase. If a brand chooses to ignore economic forces, demand could be affected negatively.

Technological changes are one of the driving forces in the hockey helmet industry. Every brand in this industry wants to introduce the newest, safest, and most effective helmet. Even the market leader could lose a great chunk of its market share if consumers realize that a better helmet had been introduced to the market. A brand would be foolish to ignore innovations to its products as well. Demand for new technology is the higher now than it has ever been. Companies that continue to make their product better have a significantly better chance of increasing the demand for their particular brand. Once again, firms must be weary when dealing with the technological environment. Incorporating technological change is a definite strength for a particular brand, while not implementing new technologies is a sure weakness.

Internal Company Environmental Analysis

The M11 Messier Project Helmet was launched in 2009 by cascade sports in collaboration with hockey icon Mark Messier. The goal was to launch an awareness campaign to assess the seriousness of head injuries and concussion through innovative product development. The idea for the helmet was created by Messier and engineered by Cascade Sports who are touted as being the leaders in head protection. The M11 helmet has been proven to absorb more energy from high impact linear forces than other premium helmets. These linear impacts are directly related to concussions in sports such as hockey and with Cascade Sports’ revolutionary Seven Technology, it provides maximum protection. Most helmets have Expanded Polypropylene foam(EPP) which takes a while to recover to absorb impact again, while the Seven Technology retracts in seconds after impact. Cascade Sports’ Seven Technology is a revolutionary liner system using an impact attenuation system to more effectively control energy transfer from direct impact.

The helmet’s reputation is growing fast spanning across all hockey leagues in North-America. Nine National Hockey League (NHL) players currently sport the M11, along with teams in American Hockey League (AHL), East Coast Hockey League (ECHL) and Canadian Hockey League (CHL). The Messier Project also extends is brand to Canadian College Hockey, NCAA division schools, twenty-four Preparation Hockey School teams, high school and youth hockey programs and official sponsorship in Junior Hockey programs.

The product website offers the customization of the M11 helmet in various colors for the outer shell and the air vents, allowing your helmet to match the colors of your team’s apparel. The M11 features ProFit technology, which is a contour system that creates a 360° degree fit.  Positioned just below the occipital lobe, the ProFit draws the helmet in and around the head to eliminate pressure points and ensure a snug fit to help keep the helmet on.  A 15-point micro-adjustment system that requires no tools, the ProFit allows players to easily adjust the fit until it is secure.

In a online review, the M11 received top marks for fit and feel. It was noted that the ProFit strap does take away from the look and in the future should be hidden to improve the look. It was also stated the helmet was of average weight and was a bit bigger than average, so if you took a size medium in other helmets you would take probably a small in the M11(HockeyUs.com). The helmet has the suggested retail price in The United States of $119.99 and $139.99 for the combo (helmet + cage). In Canada the suggested retail price $139.99 and $159.99 for the combo (helmet + cage).