Converse Brand Strategy

NIKE Inc. has been the worldwide leader of athletic shoe sales for many years now. The company’s successful brand image combined competition and enablement for the competitive, athletic user. Nike has to modify their brand to a focus of excitement and freedom and not just competitiveness. By collecting and studying an assortment of material we could be able to understand where NIKE is currently placed in the athletic shoe industry compared to their competition, and how they will be able to adjust their brand focus so it can be more effective in the future. These adjustments can help NIKE reach the more casual group of urban runners and ultimately increase the sales forecasts, while still controlling a percentage of the market for athletic shoes.

The concept of market structures and competitive strategies are important when attempting to compete in any market. Understanding what market structure your product falls under can help companies develop better competitive strategies and identify potential for loss and gains. The athletic footwear industry in the United States is highly profitable and continuously growing. In this paper I will identify market structure of the athletic footwear industry, the major retailers, and competitive strategies that can be used to maximize profits.

Obviously, there is a big number of driving forces in the athletic footwear industry. Each of these driving forces has different impacts—some of them can have a more considerable effect than others on figuring out how much cross-company differences influence market shares and a number of units sold. The first line of most influential factors includes comparative prices, S/Q ratings, and a number of models offered among the footwear competitors. These three most important competitive forces affect customer decisions of which athletic footwear brand to choose. Furthermore, the decisions of customers whether to purchase one brand or another are also influenced by such forces as advertising, celebrity endorsements, the number of independent retail

In this chapter of Tipping Point by Malcolm Gladwell, he talks about rumors, sneakers and the power of translation. Throughout the chapter he kept with the theme of change and the way that things can change over time. The concept of change and shoes throughout this chapter is evident. Gladwell writes, “They expanded their focus to include not just skateboarding but also surfing, snowboarding, mountain biking, and bicycle racing, sponsoring riders in all of those sports and making Arwalk synonymous with active, alternative lifestyle”( Gladwell 194). Many people ask why do they have to produce so much more to compliment everyone in every sport or just for everyday wear? Gladwell explains how companies expanded their mind to appeal to everyone's

It all started with a Jumpman and a swoosh, it was more than just a shoe it was the start of a culture. What most people look at as just a shoe to protect their feet has a story behind it and a deeper meaning to me and many others than “just a pair of shoes”. Don’t put on a pair of shoes unless you know how to wear them right. For every pair I own I could explain the troubles I went through and the people I met to get each sneaker. The best feeling was opening that fresh shoe box and taking out that paper wrapping. Putting on each new pair of sneakers is like taking a breath of fresh air each pair crisp as bacon. I am one among many sneakerheads, people who love to buy, sell, trade, and collect rare shoes. There is a culture, lifestyle, and history behind sneaker collecting. Most people would think dropping hundreds if not thousands on a pair of shoes is crazy but I believe sneakers are essential.

The students at Potomac Senior High School were very involved in the fashion world, specifically related to shoes. They used this and the importance of entertainment as a status figure. A nice pair of

He began by discussing the incomprehensible recovery of then-terminally-uncool hush puppies shoes in the midst of a few of hipsters in Manhattan’s cutting-edge regions in the 1990s, a development which soon extended across the United States and resulted to exponential increases in the company’s sales. Using this sensation as an introduction to the book’s methodical theme, the author states that he will recognize, dissect and give details on the mechanisms by which certain trends occur, while others fail.

12. In Year 11, footwear companies can expect to sell a.no less than 3.8 and no more than 5.3 million branded pairs and no less than 750,000 and no more than 1.1 million private-label pairs. b.between 7 and 8 million branded pairs and 250,000 and 500,000 private-label pairs. c.an average of 4.84 million branded pairs and an average of 800,000 private-label pairs, although sales at some companies may run higher or lower than the averages due to differing levels of competitive effort. d.exactly 5.244 million branded pairs and 600,000 private-label pairs. e.exactly 4.844 million branded pairs and 800,000 private-label pairs

The primary target market of TOMS is males and females between the age of 19-24 that want to combine the creativity of being a trend-setter with the satisfaction of being socially responsible. This age range is a part of what is known as Generation Y, or the Millennials. Generation Y has brought a trend of social awareness and activity. From 2002 to 2005 the number of people volunteering went up 25%. This generation is all about giving back to the people, so Toms allows this group to give back by purchasing their shoes. TOMS has also done its homework on this group as well. Utilizing social media, TOMS reaches out to over 488,000 twitter followers, 280,000 Facebook fans, and several thousands of YouTube users. TOMS understands that generation Y prefers hands on involvement. In order to make that happen, TOMS fans are allowed to take part in a yearly One Day Without Shoes movement to understand what it is like to be shoe-less. In addition to the giving back and the social movements, TOMS shoes let young adults be expressive in their style. The plain shoe design makes way for creative minds to manipulate the shoe as anyone may please. TOMS is mainly focused in the U.S., but the shoes are available in over 30 countries globally

By the use of Porter’s Five Forces model to analysis the athletic footwear market around the world; our strategy is to cut the price of footwear in the Year 11 and 12, and to increase budget of advertisement and to bid celebrity endorsements in order to boost the sales volume in a competitive industry .

This manager’s report provides a financial performance review of the business operations for athletic footwear industry’s Elite Feet for production Years 11 through 18. Included in the report are trends in company’s annual total revenues, earnings per share (EPS), return on equity (ROE), credit rating, stock price and image rating. Additionally reported are the strategic vision for the company, performance targets for the aforementioned production years plus the next two years, the company’s competitive strategy as well as production strategy, finance strategy and dividend policy. Also discussed is a look at the company’s closest competitors and the actions that could be

The athletic shoe industry is made up of companies that produce footwear for athletic use. This is a strong industry and has been around for over 100 years. The athletic shoe industry is one of the fastest growing footwear industries and have top growing sales compared to other footwear industries (NDP Group, 2016). The key players that currently dominate the market are Nike, Adidas, and Puma (Kates & Bolduc, 2013). This paper will use the porter five forces, industry life cycle, and the key players to understand the industry. Over these years the athletic shoe industry has grown into a competitive market.

The athletic footwear industry includes all producers of shoes designed in an athletic style or for an athletic use. We define the active footwear industry as an industry that manufactures shoes for active lifestyles. The primary focus of this analysis is on the United States market as it represents roughly 32% of the overall footwear market (PRWeb,

Competition is very fierce due to the number of companies competing for sales. Lots of money goes to marketing and promotions using various channels to reach the young demographic group of consumers who spend the most money on Nike’s products. Growth is slowing down in the athletic footwear industry. But new markets are emerging with high growth rates. These markets include extreme sports market and the corporate merchandise market.

The athletic footwear industry consists of shoes for a variety of uses. Running, walking, aerobic, hiking, biking, gym, and shoes for various sports are considered athletic footwear. The athletic footwear forecasted to grow at a CAGR of 2.1% between 2016 and 2022. The demand for athletic footwear will continue to increase over the next seven years. This demand is fueled by the change in populations around the world. The increase in urbanization will continue to increase the demand for athletic footwear.