Since Umbro’s change of ownership in 1999, the company has had to rethink its marketing strategy. As well as pioneering latest technologies in products, the time was right for using other technologies to target youthful people in a way that would meet their specific needs more closely. This process is known as segmentation, a process in which the marketplace is divided into smaller segments consisting of buyers with similar needs or characteristics.
Market segmentation enables an organisation to tailor products and strategies to different sectors of the market and just like a rifle, to hit the target market with precision. Using the world-wide-web has become a way of life for youthful people as they are able to search for new games, information sources, entertainment, and leisure activities.
The user is also able to make return visits by use of the web addresses. Internet users with an interest in football and who may want to buy an Umbro kit are different from high street buyers. UMBRO.COM represented a good opportunity to use a different medium with new