...SNHU New Balance Case Study Ed Williams Introduction New Balance Athletic Shoe, Inc. (New Balance) is an organization that offers and makes athletic shoes, attire and extras for men, ladies and youngsters. It is the fourth biggest shoe maker on the planet. The organization was established by William Riley and was formerly known as New Balance Arch Company. In 1972, James S. Davis acquired the organization and renamed it The New Balance Athletic Shoe Company. The New Balance Company is a secretly held organization central command is situated in Brighton, Massachusetts and the organization utilizes 4,100 individuals all through the world. New Balance items are sold universally through their working divisions in the United Kingdom, Europe, Asia and Canada. James S. Davis is current executive and Robot DeMartini is the present President and Chief Executive Officer (CEO) of New Balance. (Business Line. 2014) In this New Balance Case study, I will examine the organization's CSR system by utilizing the Corporate Citizenship administration structure (CCMF), examination of the qualities and shortcomings of some procedures and how the New Balance Company is executing their Corporate Social Responsibility (CSR) method. Qualities and Weaknesses So, as to comprehend the organization's corporate citizenship, New Balance Company uses corporate citizenship administration structure (CCMF) to comprehend the organization's qualities and shortcomings. It incorporates four interrelated...
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...Final Marketing Plan NIKE, Inc. Executive Summary As a heavyweight company that manufactures all its own products, NIKE is able to reach into just about every aspect of the sports market. All its’ products are developed, from the apparel to the footwear, and are able to reach women, men, and children throughout the globe. NIKE creates products tailored for just about every sports event: “running, training, basketball, soccer, sport-inspired casual shoes, and kids’ shoes. It also markets footwear designed for baseball, cheerleading, football, golf, lacrosse, outdoor activities, skateboarding, tennis, volleyball, walking, and wrestling”. All this gear is available through NIKE’s retail stores, including, but not limited to, trademarks such as “Cole Haan, Converse, Chuck Taylor, All Star, One Star, Star Chevron, Jack Purcell, Hurley, and Umbro”. Another successful marketing strategy is to implement the face of a famous athlete with the product in order to increase popularity. This has been done with Michael Jordan and the Nike shoes’ “Jordan’s”. Furthermore Nike has even granted customers the ability to have a degree of customization in shoe products that they order. This is yet another successful method that has greatly yielded to the customer’s specific designs. This idea of catering to a customer’s design is considered a breakthrough and currently this appears to be that path Nike is following on. A shop was opened where customers could design shoes that Nike would make...
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...Nike being my athletic shoe of choice, pronounced NI-KEY. Is named after the goddess of victory according to Greek mythology, she sat next to Zeus who was the Olympic pantheon ruler. This shoe entering my life in 1988 when I entered the United States Army, in 1988 is when I bought my first pair of Nike’s and since then it has been my athletic shoe of choice. Nike’s history dates back 1962 when Philip H. Knight founded Blue Ribbon Sports (BRS). BRS was a company that was to import Japanese running shoes; in 1963 BRS took its first delivery of 200 shoes from Onitsuka Tiger Co. This was the start to a multi-billion dollar business. The following year Knight would meet back up with his former University of Oregon track coach, William Bowerman, and would become partners. Bowerman(1911-1999) was a World War 2 veteran with a love for running and jogging as sports. The two men had first met in 1957,had dreams of growing their company to being a massive sporting and casual shoe line. Bowerman wanted to design a shoe that was light weight for his runners on the U. Of Oregon track team. With this common goal in mind together the men opened the company first retail store in 1966, two short years after Bowerman came up with s shoe design that would be called the Cortez, the Cortez took the United States by storm. It was not until 1972 that the brand Nike was launched! Their first marketing campaign was to seek and attach to serious well-known and up and coming athletes. Within this first...
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...Introduction Nike is the world’s renowned and leading supplier of athletic shoes and apparels. It controls more than 47% of athletic shoe market with sale of U.S dollar 3.7 Billion. This company was founded in 1962 by Bill Bower man and Phil knight as Blue Ribbon Support and later on it became Nike in 1978 (Partlow, 2003). It is supplying its high quality products in more than 100 countries with its major target areas including United States, Europe, Asia Pacific, and the Americas. Nike has attained this legendary position through innovative and attractive design, quality production and wise marketing strategies. Target Market Nike has huge range in its target market. They have wide range of different products each targeting and appealing a specific group of people. They aim to meet the requirements of people of all ages belonging to varying categories. This strategy has made this company to gain maximum number of customers and profit. Industry Trends The company initially operated as supplier for the Japanese shoe maker. The company’s profile grew quickly and soon it gained a renowned position in the market. The swoosh logo of Nike was firstly used in 1971, registered in U.S trademark office in 1974 and first product sold with Nike was a soccer (Marina, 2008). In 1980 the company gained more than 50% share in the global market. Initially the prices of the products were high then the company started focusing on providing high quality products at comparatively low prices to...
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...1. Present Situation New Balance is an athletic footwear and apparel company that has revenues of $1.64 billion per year. It has long had a cadre of loyal customers; the company was made famous for its commitment to runners and innovations like separate widths offered for most of its shoe models. Its main competitors include Nike—which pulls in around $19 billion per year in revenues—and Adidas, which draws about $12 billion per year. In recent years, New Balance has branched out with more models and acquired casual and boot brands, but it still has trouble suing for space at department stores, even when it offers to guarantee stores the products will sell. 2. Problem Identification New Balance’s most loyal customers tend to be middle aged and older individuals who buy shoes for functionality, not fashion, and as their feet don’t grow this demographic will often keep the same pair of shoes for years. Indeed, New Balance’s advertising slogan from the 1980s stated that “We don’t live by fashion. Then again, we don’t die by it either”. While they have since altered their approach in recent years to spur growth, the core of this philosophy remains essentially intact: New Balance values functionality over fashion. But while this certainly hasn’t killed the company, it has contributed partially to its stagnant position in the market with respect to more larger and more fashion-oriented competitors like Nike and Adidas. Unfortunately, many youths prize fashion over functionality. ...
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...Company Profile Nike, Inc., together with its subsidiaries, engages in the design, development, marketing, and sales of athletic footwear, apparel, equipment, and accessories, as well as in the provision of services to men, women, and children worldwide. The company offers products in seven categories, including running, basketball, football, men’s training, women’s training, Nike sportswear, and action sports under the Nike and Jordan brand names. It also markets products designed for young children, as well as for other athletic and recreational uses such as baseball, cricket, golf, lacrosse, outdoor activities, football, tennis, volleyball, walking, and wrestling. The company even offers performance equipment for sports activities under the Nike brand name, including bags, socks, sport balls, eyewear, timepieces, digital devices, bats, gloves, protective equipment, and golf clubs; various plastic products to other manufacturers; athletic and casual footwear, apparel, and accessories under the Converse, Chuck Taylor, All Star, One Star, Star Chevron, and Jack Purcell trademarks; and action sports and youth lifestyle apparel and accessories under the Hurley trademark. It sells its products to footwear stores, sporting goods stores, athletic specialty stores, department stores, skate stores, tennis and golf shops, and other retail accounts through Nike-owned retail stores; Internet Websites (direct to consumer operations); and a mix of independent distributors and...
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...TIMOTHY A. LUEHRMAN JOEL L. HEILPRIN Mercury Athletic Footwear: Valuing the Opportunity In March 2007, John Liedtke, the head of business development for Active Gear, Inc., a privately held footwear company, was contemplating an acquisition opportunity. West Coast Fashions, Inc. (WCF), a large designer and marketer of men’s and women’s branded apparel had recently announced plans for a strategic reorganization. The plan called for a divestiture of certain non-core assets and a renewed focus on WCF’s higher-end business, business-casual, and formal-wear apparel businesses. One of the divisions WCF intended to shed was Mercury Athletic, its footwear division. Liedtke knew that acquiring Mercury would roughly double Active Gear’s revenue, increase its leverage with contract manufacturers, and expand its presence with key retailers and distributors. He also expected that Active Gear’s bankers would quickly approach the company about a possible bid for Mercury; consequently, he wanted to complete his own rough evaluation of the opportunity before hearing the bankers’ pitch. Athletic and Casual Footwear Industry Footwear was a mature, highly competitive industry marked by low growth, but fairly stable profit margins. Despite the industry’s overall stability, the performance of individual firms could be quite volatile as they vied with one another to anticipate and exploit fashion trends. The market for athletic and casual shoes remained fragmented, despite the...
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...1. Present Situation New Balance is an athletic footwear and apparel company that has revenues of $1.64 billion per year. It has long had a cadre of loyal customers; the company was made famous for its commitment to runners and innovations like separate widths offered for most of its shoe models. Its main competitors include Nike—which pulls in around $19 billion per year in revenues—and Adidas, which draws about $12 billion per year. In recent years, New Balance has branched out with more models and acquired casual and boot brands, but it still has trouble suing for space at department stores, even when it offers to guarantee stores the products will sell. 2. Problem Identification New Balance’s most loyal customers tend to be middle aged and older individuals who buy shoes for functionality, not fashion, and as their feet don’t grow this demographic will often keep the same pair of shoes for years. Indeed, New Balance’s advertising slogan from the 1980s stated that “We don’t live by fashion. Then again, we don’t die by it either”. While they have since altered their approach in recent years to spur growth, the core of this philosophy remains essentially intact: New Balance values functionality over fashion. But while this certainly hasn’t killed the company, it has contributed partially to its stagnant position in the market with respect to more larger and more fashion-oriented competitors like Nike and Adidas. Unfortunately, many youths prize fashion over functionality. ...
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...Nike: A Look Inside | June 22 2010 | By Bobby Bedsole, Matt Currie, & Brady Stoker | [Type the document subtitle] | Table of Contents Executive Summery External Analysis 1) Industry/Competition- Five Forces Current Rivalry opportunities/ Threats Potential Entrant Opportunities/ Threats Bargaining Power of Buyer Opportunities/ Threats Bargaining Power of Supplier Opportunities/ threats Substitute Products Opportunities/ Threats 2) General External Environment General Economic Opportunities/ Threats Demographic Opportunities/ Threats Sociocultural Opportunities/ Threats Political-Legal Opportunities/ Threats Technological Opportunities/ Threats Internal Analysis 1) Capabilities Assessment 2) Assessing the Primary Activities in the Value Chain a) Inbound and outbound Logistics b) Marketing c) Production Support Activities in the Value Chain a) Technological Development b) Human Relations Management c) Firm Infrastructure 3) Internal Audit of Functional Areas a) Management b) Information Systems c) Research and Development Financial Analysis- Conclusion Executive Summary Nikes Mission Statement: Our goal is to carry on his legacy of innovative thinking, whether to develop products that help athletes of every level of ability reach their potential, or to create business opportunities that set Nike apart from the competition and provide value for our shareholders...
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...and, consequently, exercise crazes have become a hot topic. From Jane Fonda’s Workout, to Cindy Crawford’s Shape-up; or from Total Gym, to Zumba, to P90X, or yoga, America has been embracing one exercise fad after another for decades. And because each fad seems to require its own unique workout apparel and equipment, several companies have made it the primary focus of their businesses to provide for this ever-growing market. One of the industry leaders in this business model is NIKE. According to NIKE’s official website, by 2011 the company employed over 40,000 people worldwide, and operated in more than 160 countries on six continents around the globe. ("NIKE inc. locations," 2011) The website also says that NIKE’s mission is to “bring inspiration and innovation to every athlete in the world.” ("NIKE inc. locations," 2011) In order to achieve this mission, NIKE supplements its extensive global presence with its online transactional website, in a business model known as the click-and-mortar retailer. NIKE’s cofounder, Bill Bowerman (1911-1999), played a critical role in setting the path that the company would follow. Bowerman is widely considered one of the greatest track and field coaches the world has ever known; in his 24 years at the University of Oregon, he won four NCAA team championships, and coached 33 Olympians, 16 sub-four-minute milers, and 64...
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...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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...will be a summarization of the Nike Corporation along with a description of the new customization service being provided. In addition, this reading will also explain the overall importance of a proper marketing plan and provide critical data of a SWOT analysis to help determine product feasibility, marketing strategy, and tactics for the new service. Good intro. The largest market competitor in the world of sportswear for 2012 is Nike Inc. A company that opened the doors in 1962 by two individuals Bill Bowerman and Phillip Knight with a gentlemen handshake and became the supplier called Blue Ribbons Sports for Japanese shoe makers in Oregon later known as Nike Inc. They started selling supplies for Onitsuka Tiger, now known as ASICS, from Knight’s automobile making most of their sales at track meets. Bowerman handled the innovations for the company as Knight managed the business operations. Bowerman created the first shoe using his wife’s waffle iron, giving Nike the first ever waffle shoe. The waffle shoe helped the growth of the company position into the market, by starting their-own innovative brand of soccer shoes, called the Nike; that followed the first trademark concept the Nike Swoop in 1974. Is it Swoop or Swoosh? The name Nike came from a Greek language “Greek Goddess of Victory.” The early success of Nike created a global market share beyond 50%, and became one of the top athletic shoes and apparel companies in the world by the 1980s. Nike started their first...
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...About Nike, Inc. First established as Blue Ribbon Sports in 1964, Nike, Inc. changed itself to current branding in the year 1971. Nike is the number one athletic footwear and sports equipment brand in the world with over $25 billion in 2013 in revenue. Based in U.S. Nike, employees 44,000 employees worldwide. In the year 2014, Nike was valued at $19 billion for the brand alone. Nike is known for its “Just do it” slogan and “Swoosh” logo. Mission: Bring inspiration and innovation to every athlete in the world. Case discussion: Foot Lockers, one of the largest retailers of Nike, Inc. has decided to reduce sales of a number of Nike’s premium shoe ranges on the fact that consumers were turning more to midpriced shoes. Based on this, a series of events occurred from cancellation of orders to reshuffling of store strategy and replacing Nike brand shoes with Reebok & FootAction. Nike fought back by changing partnership strategy with Foot Locker’s competition, from launching new products to exclusive sales right. Company culture: - Fosters a culture of innovation. They create products, services and experience for today’s athlete and solve problems for future generation - Their leadership creates opportunity and inspires others to do their best work. - They are committed to building deeper connection with the community connections and spurring positive social change around the world. - They create sustainability by innovating better solutions to create a limitless future that...
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...The beginning of 2009 meant a new beginning for Under Armour. This new beginning brought the Under Armour product line full circle with the addition of a line of running shoes. “We're dead set on becoming the world's No. 1 performance brand and running is a part of that," said Steve Battista, senior vice president of brand at Under Amour (A.P., 2009). Under Armour had the following to say in a press release dated December 8, 2008: “UA Run footwear launches at retail on January 31, 2009 and includes four road shoes: the UA Apparition™, UA Illusion™, UA Revenant™, and UA Spectre™, and two trail shoes: the UA Chimera™ and UA Mirage™. Each shoe is specifically engineered to maximize the performance of today's generation of professional, collegiate, high school and amateur athletes who are running as a sport or incorporating running as an essential component in their training regimen” (uabiz.com, 2008). Under Armour wants to provide a superior running shoe for all athletes that aligns with the current brand positioning of UAs other products which is performance and authenticity. “The foundation of Under Armour's first-ever running footwear collection is the company's new proprietary technology called Cartilage™. “The independent suspension system serves as the "connective tissue" between a runner and his environment to enhance performance and provide an exceptionally stable and smooth ride.” (uabiz.com, 2009) The marketing campaign for the new running shoe highlights the performance of...
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...Jonathan Chou Andrew Chareunsouk Brent Shannn Zenia Villa Jed Wu Target market Because Nike is such a large and globally recognized company, they offer a large variety of products and thus have many target markets. They market not only footwear but apparel, equipment, and accessory products for men, women, and children. Nike is like Coca-Cola, in the sense that they design and market their products for every possible group imaginable. The different groups of footwear they design for include: running, training, basketball, soccer, sport-inspired casual shoes, kids shoes, aquatic activities, baseball, cheerleading, football, golf, lacrosse, outdoor activities, skateboarding, tennis, volleyball, walking, wrestling, and other athletic activities. Basically, they market their products to anyone who does any physical activity or likes the look of their shoes without being active. Even though Nike promotes itself through every sport and physical activity imaginable, they still have a demographic that they target. They try to create and market their products to people of all ages and sex, regardless of where they live. This is why Nike is successful. They not only start with the youth but progressively make footwear and accessories for people as they age and start to pick up other sports also. Because they market to every sport and physical activity, they also know that with each activity/sport there are a different group of age demographic for them. For example,...
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