Marketing Report for New Balance Company Essay

This paper introduces the basic situation and feathers of current athletic and casual footwear industry and raises that active management of

In this competitive business arena it is crucial to strategize and come up sound managementsolutions in order to stay afloat in the market. This is an individual report of ImperialCompany which showcases all the key management decisions that were taken to maintain acompetitive edge in the global market operations of its products. It will be sequenced in thefollowing format:1.Introduction to the Athletic Footwear Industry2.Thorough Business Environment Scanning3.Evaluation of Competition Forces

New Balance has a significant opportunity to expand its operations in the western region. While the commitment to northeastern operations may have provided an early advantage, there is certainly an opportunity to capitalize on the explosive growth within the western market (Chang, 2012). It is important to balance growth across various markets, to ensure market share is captured, in order to get ahead of the expanding market culture before brand dominance is established by the competition.

Orange Kingdom is a clothing retail store owned by Between, Inc. It is differentiated from its family brands such as Between and Old Marine, as it gives an upscale image compared to the other two brands, and targets young professional population aged mid twenties to mid thirties both men and women. It provides mid-scale work-to-play casual and business apparel, accessories, and shoes through about 500 stores including factory stores in the United States. It is also gaining market share in Asia, South America, and Europe as well. In this marketing proposal, I would like to discuss three service options to retain and acquire customers.

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

As the brand name of Nike continue to soar, other companies in the industry; learning from the success Nike has experienced, start focusing more on brand development to keep up with the increasing levels of competition. These companies resort to brand maintenance, which has become the main target in this industry due to product differentiation made by Nike. Nike, being market-advantaged, produces an extensive range of products, through which it gains a balanced level of profits. This has influenced rival companies to initiate a new range of products in their businesses too. Previously these companies had high risks of failing in business, if their single products did not appeal to the market. Due to the impact of Nike’s business strategy, the other companies are also enlarging their product range,

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

Many of the big established shoe brands have seen consolidation and hence they have become bigger and more powerful in terms of competing with the rest.

The threat of new entrants in the athletic shoe industry is very weak. Currently the market is dominated by three major competitors, and

In 2001, the company announced a conscious decision to become more customer focused, and increased the resources allocated to consumer research and marketing. In June 2004, in preparation for its initial public offering on the Hong Kong stock exchange, Li Ning intensified its efforts to achieve transparency and adopt a coherent vision and system of company values. Brand internationalization was incorporated in the business strategy. Company growth was driven by overall growth in the domestic economy and supported by investments in R&D and a stream of new product launches. With significant improvements in design, especially in footwear, it became possible to extract a price premium, and footwear gained increasing importance in Li Ning’s product mix (Exhibit 3).

In this industry, the Power of Buyers is low to moderate. It is considered low because athletic shoe producers have two sets of customers, direct consumers and intermediate consumers creating very low buyer concentration. Their intermediate consumers include a variety of stores from discounts stores, sporting goods stores and department stores. Due to the large size of the athletic shoe producers, the majority of intermediate consumers have very little negotiating ability and thus low power, allowing the athletic footwear firms the ability to earn an increase in profits by selling to intermediate consumers at full price. Some intermediate consumers such as large department stores and large sporting goods stores would have the size to be able to leverage some power over the athletic shoe producers giving them moderate power. The industry’s members reach direct consumers through vertically integrated self-operated brick and mortar retail stores as well as through online firms. Direct buyers have moderate power over the athletic shoe producers since there are no switching costs to go between brands. However, athletic footwear is strategically important to people if they are either athletes or people wanting to participate in high performance fitness activities, therefore giving them low power since they depend on the product to fill a

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.

Market analysis C & J Clarks LtdCONTENTSEXECUTIVE SUMMARY1.INTRODUCTION2.COMPANY HISTORY AND PROFILE2.1C&J Clark2.2History2.3Manufacturing2.4Range of Shoes2.5 K Shoes3.MARKET ANALYSISA. MICRO ENVIRONMENT3.1 Market Data3.2Competition3.3Consumer demandB. MACRO ENVIRONMENT3.4Political3.5Social3.6Technological3.7Economic4.SWOT ANALYSIS5.IDENTIFICATIONS OF STRATEGIC ALTERNATIVES6.RECOMMENDATIONS6.1Short Term6.2Medium Term6.3Long TermEXECUTIVE SUMMARYI have been asked by C & J Clark Limited (Clarks) to prepare a report which would include a market analysis of the UK footwear industry and to propose a number of strategic recommendations which would ensure that Clarks secures its short, medium and long term future as the market leader in the shoe