Situation AuditThe new Marketing Director of Irwin Sports, Mr. Greg Anger, was tasked with creating the 1996-1997 communications strategy for the company's two new products , Ice and Inline Cover Ups for goalkeepers. It is June 6, 1996 and the annual budget meeting is scheduled for June 27, 1996. (In three weeks)Problem StatementMr. Greg Anger, as Marketing Director for Irwin Sports, is to introduce a marketing communications strategy for on-ice and online goaltending coverage. Two of the major challenges facing Mr. Anger are the two main geographic marketing areas; Canada and the United States, and the introduction of a very new innovative product to the market. In addition, he has a capital constraint of $115,000 to choose the best communication strategy. SWOT ANALYSIS Strengths Irwin Sports is a division of Irwin Toy Corporation which is a well-established company with significant distribution channels for major sports equipment brands. Irwin Sports distributes its products in the United States (2,200) , in Canada (1,200 retailers) and 35 five other countries. Irwin Sports is considered one of the “Captains of the Channel”. Goalie Ice and Inline Covers are a patented product with no direct competition . The product is unique – lightweight, durable, can be quickly attached and removed and offers many benefits to goalkeepers, the main ones being performance and style. The company has conducted serious market research and can use the results to make the best decision. The company has already participated in several exhibitions to promote the product and obtained valuable feedback from buyers, consumers, professionals and media. The company obtained an order of Sport Authority, a large American sporting goods chain, which will test the two versions in its 5 Canadian points of sale. Additionally, by June 1996, IS had already received orders from 48 independent retailers across the United States. IS signed eight NHL players to wear one of the products in the WinnWell line for the 1995-1996 season . Covers Ups also belong to this line, and NHL players are role models for other hockey players and are very important in setting trends in equipment usage. Weaknesses Irwin Sports is embarking on a new, untested marketing strategy of “price skimming”. (There are many concerns from potential consumers regarding the price). Ice covers are limited to medium and large sizes, which limits the market to people over 14 years old and there are only 3 color combinations..