Marketing Analysis : Athletic Footwear Purchases

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• Customer analysis: This includes all potential customers. Include demographic, psychographic (if applicable), technographic, etc. information about your customers. How many are there? How did you come up with this number?

12 month Distribution of athletic footwear purchases by age in the U.S. in 2014 Chart 1: Source (Statista, 2015)

Athletic footwear purchases by gender in the U.S. from 2007 to 2014* Chart 2: Source (Statista, 2015).

Consumer purchases of sports footwear in the U.S. from 2002 to 2015 (in billion U.S. dollars)* Chart 3: Source (Statista, 2015).
“Reebok purchasers showed tendencies that indicate a busy, go-getting type of personality. For example, they were more likely than average to be
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The revenue outlook for the overall shoe market doesn’t look as rosy. “Over the five years to 2020, the Shoe and Footwear Manufacturing industry is expected to stagnate, with revenue slightly decreasing (IBIS World, 2015). Buyer Behavior
Share of athletic footwear sales by channel of distribution in the U.S. from 2008 to 2014 Chart 5: Source (Statista, 2015).
Important Factors for Athletic Footwear Purchases
Chart 6: Source (Statista, 2015). Chart 7: Source (Mintel, 2014).

Women’s and Men’s Footwear Purchases by Race 2014 Chart 8: Source (Mintel, 2014).
Reasons for Purchasing Athletic Footwear 2014 Chart 9: Source (Mintel, 2014).
• Competition: Who are the competitors? What can they offer to your customers? What are their price points? Advantages/disadvantages of each? Remember, even though it is a new product, there are competitors – people are using something now…what is it? One page max.

Reebok which was acquired in 2006 by Adidas group remains the third largest athletic shoe company in the United States. The chart below shows the current U.S. market share of athletic shoe manufacturers. Chart 10: Source (Roberts and Kasudia, 2015).
Competitor Breakdown and SWOT Analysis
Reebok (Adidas) – Reebok which is owned by Adidas Group has struggled to maintain it foothold in the U.S. athletic shoe market Reebok. Recently Reebok has begun marketing itself as a fitness brand, and the brand’s sales were up 5% in 2014

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