...12 Price 12 Place 12 Promotion 13 Objectives and Goals 13 Short-term plan 13 Long-term marketing objectives 14 Market share and customers projections 14 Recommendations 16 References: 18 Appendix 1 20 Appendix II 21 Appendix III 22 Company Background Atos Shoes Inc. was founded in 2005, and the headquarters is located in Toronto Ontario with the primary manufacturing facility located in Kitchener-Cambridge Ontario area. Atos shoes offers a unique approach to athletic footwear, in its ability to offer customers different insole options to customize the fit to each individual. Atos is a new player in the running shoe market and is targeting not only the high performance runner, but also the recreational runner, especially trying to target active families. Atos shoes have seen a steady growth in the home and domestic market. The company is looking to enter the foreign market, while continuing to keep production in Canada, to maintain the level of quality and performance that it is known for. Mission Statement Atos Shoes specializes in athletic running shoes for the entire family, no matter the performance level. The focus of Atos Shoes is to provide a quality running shoe, with a customizable insole to provide optimum comfort for the runner. We are a fully owned and operating company with the headquarters and manufacturing located in Canada. We strive to be...
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...A. Product description: Finking’s Running Shoes. Traditional sneakers may not provide the support and comfort consumer’s need, resulting in foot or lower-back pain. However, Finking’s running shoes with special design could protect consumer’s foot and improve her/his exercise performance, since Finking have three unique features regarding materials. First, two types of rubber on the outsole: carbon rubber is a stiff and heavy material, while blown rubber is lighter-weight, cushioned and flexible. Additional, the midsole of Finking’s shoes is the shock-absorbent material between the outsole and the upper shoe. Next, Finking’s shoes are not too soft or too thick. The materials that make up these running shoes are lightweight mesh and heavy-duty leather. Thus, Finking is going to provide the most stable, comfortable and excited exercise experience. The running shoe industry has a very competitive landscape. There are many shoes manufactures in the world, such as Nike, Adidas, and New Balance. However, Finking’s shoes have special designed treads and the unique materials, which can make Finking’s shoes more competitive. B. Through a combination of market research and data from pricing experiments, we estimate that at a price of $160, consumers would not demand any shoes; at a price of $140, consumers would demand 5,000 pairs; at a price of $120, consumers would demand 10,000 pairs, and so on. According to the demand equation of the functional form: P= a – b Q We can get:...
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...Shoes are an essential part of everyone’s wardrobe. They are the cherry on top to the perfect outfit and complete the look. Someone could have very well put together outfit but if the shoes are not on point, then the outfit is not on point. People often have one brand or style that is their go to shoe. This shoe could be a sneaker, boot, flip flop, or many more. This go to shoe can dictate someones entire style. One shoe that has completed many styles is the All Star Chuck Taylor Converse. Converse has changed its image and due to the demands of what is popular during the time period. Converse created its first image as a basketball shoe, due to the rise in popularity of the sport. The 1920’s is coined as the roaring twenties, for good reason. From flappers, to the jazz age, there was never a dull moment. Many things were advancing in the twenties, and so was the sports industry. One sport that was progressing at a rapid speed was basketball. Many people were participating in...
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...CIO - Nike Rebounds Page 1 of 8 Features Nike Rebounds Christopher Koch 12 July, 2004 10:54:58 How (and Why) Nike Recovered from Its Supply Chain Diaster Too many Air Garnetts. Too few Air Jordans. Nike lost money, time and a measure of pride when its demand-planning software led it astray. How did it recover? Patience, perseverance and, most important, an understanding of what it was trying to accomplish in the first place READER ROI The limitations of demand-planning software How a robust business plan can insulate tech execs from blame Single-instance strategies in a global environment "I thought we weren't going to talk about i2," growls Roland Wolfram, Nike's vice president of global operations and technology, his eyes flashing at his PR manager with ill-concealed ire. Wolfram, who was promoted in April to vice president and general manager of the Asia-Pacific division, is all Nike. His complexion is ruddy, his lips cracked from working out or working hard, or both. He's casually dressed, but with a typical Nike sharpness to his turtleneck and slacks, a sharpness reflected also in his urgent, aggressive defence of his company - a Nike pride that would seem arrogant were not the company so dominant in its industry. Wolfram calls the i2 problem - a software glitch that cost Nike more than $US100 million in lost sales, depressed its stock price by 20 percent, triggered a flurry of class-action lawsuits, and caused its chairman, president and CEO,...
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...children, along with assorted accessories. Within Puma’s footwear are included a variety of running shoes, sneakers, boots, and athletic footwear. The pricing for men, women, and kids, which includes brands like Ferrari, BMW, and Ducati are as follows (www.shop.puma.com): • Men and women sneakers, running shoes, and boots run from $24 to $135 • Kid’s footwear $21 to $70 • Men and women Soccer footwear and cleats range from $30 up to $200 • Men and women Golf shoes $80 to $250 • Motorsport footwear for men and women go from $47.50 to $130 • Ballerina shoes from $35 up to $95 • Men sandals cost between $30 and $37.50 Incorporated in Puma’s product collection also lies a selection of clothing and accessories. Their clothing collection include jackets, t-shirts, hoodies, sweaters, pants shorts, dresses, tanks, under garments, skirts, outerwear, and polos. Pricing for these range from $14 to $500, encompassing brands like BMW, Ferrari, Oracle, and Wilderness. Also incorporated to this selection are accessories, such as hats, bags, golf bags, totes, backpacks, watches, tech accessories, socks, and belts that price from $8 to $180. Golf bags being the most expensive. Puma is associated with a variety of collections throughout their footwear, clothing, and accessory lines, that consists of: • Ferrari • Mercedes • BMW • Wilderness • Oracle • Italia • DucatiFAAS lightweight running • Puma time • Evospeed • Ricki Fowler • Bolt • Rock it: colorblocking • Global Rallycross ...
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...Strategic Marketing: Nike: A Case Study: . Published: 14th October 2013 Table of Contents 1. Assignment Topic 3 2. Word Count 3 3. Executive Summary 3 4. Introduction 4 5. Nike – Where it came from 4 6. Nike – Market orientation, challenges and missteps 5 7. Nike’s labour practices shame and the turn around 8 8. Nike’s “She runs the night campaign” 9 9. Conclusion 10 10. References 11 11. Appendix A - Case Study 13 Nike - The art of selling air 13 1. Assignment Topic In your case report, identify three to four marketing challenges covered in this subject, and address how those challenges can be met using the principles developed in this subject. Be sure to cite and reference the name and source of your case in your assignment report (as well as other references you use). The case study “Nike – The art of selling air.” has been included for reference in Appendix A of this paper. 2. Word Count This paper contains a total of 2581 words from the start of the introduction to the end of the conclusion section. 3. Executive Summary Companies today face many challenges to maintain market share and differentiate themselves from a highly competitive and ever evolving market place. Marketing is crucial to a company’s long term success. The aim of this paper is to use the “Nike - The art of selling air.” case study and concepts from strategic marketing theory to identify marketing challenges and how those challenges...
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...With over 100 years in the shoe industry, Converse has been a brand with many different associations. It has marketed and positioned itself in numerous ways and has managed to maintain a high level of brand recognition with all ages and walks of life. It was the World’s first performance basketball sneaker. It was worn by the entire Army Air Corps in WWII. It was the official sponsor of the 1984 Olympics, and it was the shoe that Kurt Cobain was famously wearing when he died. It would be hard to argue that any other brand has been independent enough to be tied to so many market segments. This paper will provide insight into how Converse and the Chuck Taylor All Star was able to maintain its prominent position in the shoe market for over 100 years, despite competition, an ever changing market, and even bankruptcy. History Of Converse In 1908, Converse began as a rubber shoe company specializing in tennis shoes, rubber boots and automobile tires. The All Star shoe was created in 1917 as a specialized basketball shoe. It was competing with A.G. Spalding, U.S. Rubber, and Goodrich. Spalding invented the basketball as we know it today, and the basketball shoe, which included a rubber sole for traction. Previously, athletes competed in a high top shoe with a leather sole. At this time, the sport of basketball was still primitive and lacked the national prominence it has today. In 1921, Converse brought on Charles “Chuck” H. Taylor as a traveling sales representative to...
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...S VEJA: SNEAKERS WITH A CONSCIENCE w 9B10M089 Kim Poldner wrote this case under the supervision of Professor Oana Branzei solely to provide material for class discussion. The authors do not intend to illustrate either effective or ineffective handling of a managerial situation. The authors may have disguised certain names and other identifying information to protect confidentiality. Richard Ivey School of Business Foundation prohibits any form of reproduction, storage or transmission without its written permission. Reproduction of this material is not covered under authorization by any reproduction rights organization. To order copies or request permission to reproduce materials, contact Ivey Publishing, Richard Ivey School of Business Foundation, The University of Western Ontario, London, Ontario, Canada, N6A 3K7; phone (519) 661-3208; fax (519) 661-3882; e-mail cases@ivey.uwo.ca. Copyright © 2010, Richard Ivey School of Business Foundation Version: (A) 2010-10-25 THE FIRST FIVE YEARS Sébastien Kopp and François-Ghislain Morillion (see Exhibit 1), recent business graduates in their twenties, had traveled the planet looking for a cool way to do business.1 In 2005, they settled in Brazil, where they founded Veja,2 the first ethical sneaker company in the world. The Veja sneakers were made from wild latex sourced from the Amazon river area (Amazonia) to mitigate rubber tree deforestation, from Brazilian organic cotton to enhance biodiversity and from vegetable-tanned...
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...and education. Low wages are beneficial for Nike; on the same token the constraints like child labor, unfair work conditions, and mandatory overtime can harm the world renowned brands repetition. The media has painted negative picture of Nike, because productivity of shoes and other athletic apparel comes with the cost of unethical work conditions and labor practices. Arguments have been made that the effort of Nike outsourcing it’s manufacturing to factories in Indonesia, is the wrong choice. Furthermore, Nike has a social responsibility to maintain a satisfactory standard in the facilities where its products are manufactured. Condoning mandatory overtime is unethical. Importance should be placed on upholding the dignity of its workers. We will determine if doing business in Indonesia is a decision that Nike should maintain, due to the negative back lash that they receive in the United States from the Media. Along with indicating what is the best strategy should be applied for doing business in Indonesia. Operation The name Nike is the Greek goddess of victory (Ballinger, 1997) .Nike Corporation was originated by Phillip Knight an athlete from Beaverton Oregon. Knight in his beginning started importing shoes from Japan in efforts to compete with athletic companies like Puma and Adidas. There are three segments for Nike which is footwear, apparel, sports equipment. Out of these segments footwear generates the most revenue. All three segments were outsourced to entrant countries...
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...Adidas Myrna Biacan October 25, 2013 Adidas In the world of athletics exists a wide span of products; products that are the athletes’ sole support in their sport. Numerous companies worldwide strive to be competitive, innovative, and socially responsible. They are the leaders of the best athletic performance products that are needed. One of these striving leaders is Adidas. Adidas deems to be the leading brand in sports equipment and continues to be successful in delivering the best footwear, clothing, and accessories for all sports, gender, and age. Their passion and mission to provide the best brands for sports and the sporting lifestyle and what sets them apart from the competition is what makes the company successful to this day. In the sporting industry, how do they continue to be the global leaders, as a global organization how do they embrace the responsibility to our environment, and what is their strategy is to support their efforts and continuously satisfy their international consumers. In general, I will give you an idea of how Adidas remains to be an efficacious, sustainable, publicly traded, international company. In a small town in Germany, Adolf Dassler began his mission to provide athletes with the best equipment in 1924. He formed the company name from a combination of his first and last names: 'Adi' is short for 'Adolf,' and 'Das' came from 'Dassler.' Originally, Adolf and his brother Rudolf ran the 'Gebrueder Dassler Schuhfabrik,' which means the 'Dassler...
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...Marketing Plan MKT/421 July 2, 2012 Marketing Plan When the “swoosh” logo is seen on billboards or displayed in magazine advertisements, we automatically think of one company name, Nike. We do not have to see the company name to realize the effect Nike marketing strategy has had to make its logo a familiar reflection of a recognized brand name on shoe racks and in households all around the world. Nike is widely known for their superior innovations in running shoes and has given athletes competitive advantages in their area of competition and in their fashionable appearance. With its sleek, game-changer designs, and head turning appeal, the new Nike Air Max+ 2012 is the highly anticipated running shoes soon to hit the pavement at a store near you, priced at $170. In Team A’s paper, we will discuss the history of Nike, the latest running shoes to hit the market for 2012, why marketing is important, the SWOTT analysis, and their market strategy. Nike, Inc. History Established in January 1964 by a college track athlete and his coach, Blue Ribbon Sports was formed and operated as a distributor of a Japanese shoemaker. As a startup company, Blue Ribbon Sports operated as a distributor and begun selling track shoe out of one of the founder’s automobile. Later in 1972, Blue Ribbon Sports changed the company name to Nike and in 1980, went public under the Nike name; this is according to Nike, Inc. May 2011 Security and Exchange Commission filing (Security and Exchange...
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...Face Inc. The North Face, Inc. sneaker industry, is a highly sophisticated designer, distributor, and marketer of technically innovative sneaker products. We have built a strong, widely recognized line of products, and have been established as the world’s premier brand for outdoor apparel. Our sneaker line offers state-of-the-art technology that offers comfort, support, and style, backed by a lifetime manufacturers warranty so that our consumers are provided with all of the luxuries that they deserve. 2.0 Situation Analysis The North Face, Inc., offers a wide variety of specialized sneakers, designed primarily for professional climbers, and outdoor enthusiasts. The North Face, Inc. offers incomparable state-of-the-art technology, which has satisfactorily led to increased levels popularity and customer loyalty. However, currently The North Face sneaker retains less than 5 percent of the market share due to the popularity and general distribution of our top competitors such as: Nike, Adidas, New Balance, and Saucony. Our North Face trail sneakers are primarily sold at specialty/outdoor sporting good stores for between $59.95 and $105.00. Adidas offers sneakers with minimal technology, which are trendy reasonably priced, with high-end retail prices of about $65.00. New Balance offers sneakers with limited technology, which are stylish and competitively priced, with high-end retail prices of about $80.00. Nike offers comparably priced sneakers, however like New Balance and Adidas...
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... Analysis……………………………………………………………………………………………………………………………………. 14-‐15 Other Considerations (Past and Present Communications)…………………………………………………………………… 15-‐17 SWOT………………………………………………………………………………………………………………………………………………….… 18-‐19 Primary Research Considerations………………………………………………………………………………………………………….. 19 Work Cited and Appendix……………………………………………………………………………………………………………………… 20-‐29 2 ID: 936605550 ID: 911484064 ID: 933327329 ID: 919538922 ID: 938345647 Company Analysis Company Mission and Philosophy Converse sneakers were originally created as a basketball shoe, and the Chuck Taylor All Star is now an iconic part of the fashion industry and...
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...shoe division grew and spread rapidly around the globe from its inception in 1972 through 1998. Yet in 1999, Nike realized that in order to keep up with the growing demands of their products, and specifically their Air Jordan line of basketball shoes, they would have to make changes in the way they forecasted and projected demands and distributed their products. Eventually it was decided that these changes would take place in the form of the implementation of a new supply chain and Enterprise Resource Planning (ERP) software system. This paper will examine the supply chain problems Nike was trying to fix with the new system, the problems that arose from the implementation of the new system, and how Nike resolved these problems. Nike was founded in 1957 on the vision of two men, Bill Bowerman and Phil Knight; a vision to redefine the industry of athletic footwear. Bill Bowerman was a track and field coach at the University of Oregon in search of a competitive edge for his athletes, a competitive edge which could be achieved by spearheading changes to the running shoes of the time. At the time, Adidas and Puma were the dominant brands of running shoes. Phil Knight, a Portland runner with a degree in finance from Stanford University, proposed to compete with the German (Adidas and Puma) brands of running shoes by manufacturing them in Japan, which at the time was experiencing a post WWII boon in its economy, and their stage of manufacturing development was at a point where...
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...CASE STUDY: THE KEY MARKETING STRATEGY OF NIKE Nike is considered to be a leading athletic footwear manufacturer, which makes up over 30 percent and 50 percent of global and US market share respectively. In order to reach customers’ demands and get profits, Nike has executed/implemented a number of marketing strategies. This essay will examine Nike’s key strategies from1962 to 2009. The most essential marketing strategy called “Pyramid of influence” was expressed by Product, Place and Promotion strategies throughout targeting on athletes, sportsmen and sports loving consumers. Product (product variety, design, quality) Nike provided high quality running shoes designed for athletes by athletes with competitive prices in comparison to imported shoes. Afterwards, Nike has expanded and designed more various products according to other types of sports such as basket ball (shoes), soccer (sneakers), tennis (clothing and gears) and Golf (golfers’ dresses). Furthermore, Nike's commitment to designing innovative footwear for serious athletes helped it built a cult following among U.S. consumers. Place: (including locations and channels) The first targeting market of Nike’s sport shoes was domestic market (US) and got ideal success with running shoes. They then expanded their markets overseas to Europe from 1994 with soccer’s clothing and then Asia (China targeted) in 2008 with the role of athletes’ sponsor. Moreover, Nike formed a partnership with Foot Clocker to create a new distribution...
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