...August 16, 2015 Table of Contents Company Background 4 Mission Statement 4 Products 4 Consumer Analysis 5 Competitive Analysis 6 Industry analysis 7 GTA – Home Market 7 Canada – Domestic Market 8 Foreign Market 9 Strategic Plan 10 Marketing Mix 12 Product 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...
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...SWOT Analysis Lindsay Hartman Indiana Wesleyan University MGT-541 [ February 27, 2012 ] Dr. Janis McFaul SWOT Analysis Nike is a supplier of athletic apparel and footwear. The company sells its products on various platforms including retail stores, Nike owned retail stores, via the internet and other various independent distributors in over 170 countries (NIKE Inc. 2012). The company also sells licensed college and pro teams gear and apparel. The mission of the company is “To bring inspiration and innovation to every athlete in the world” (Nike website 2011). Nike is a household name throughout most of the world. The company has celebrity athletes from nearly every sport wearing their gear and promoting their products. It is also one of the most recognized companies in the world. Strengths Nike is a company that has withstood the test of time. It could not have done so without some of its strong points throughout the company. The strong market share due to brand recognition had a great deal to do with Nike’s success (Datamonitor, 2011). Their innovative stance and ever expanding product lines have pushed Nike to the forefront of the athletic wear market. You don’t have to go too far to see the Nike swoosh or the “Just do it” tag line on any athlete, professional or otherwise. In addition, the proficient technical advancement in products developed Nike's aggressive benefit and brand recognition (Datamonitor, 2011). Nike is a company that understands the necessity...
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...author of this paper and that any assistance I received in its preparation is fully acknowledged and disclosed in the paper. I have also cited any sources from which I used data, ideas or words, either quoted directly or paraphrased. I also certify that this paper was prepared by me specifically for this course. Student's Signature: Brizaida Ribalta, Jessica Halsey and Shereen Hijazi ***************************************************************** Instructor's Grade on Assignment: Instructor's Comments: Table of Contents Executive Summary 4 Company Description 6 The Origin of Nike, Inc. 6 Today’s Nike 7 Mission and Goals 8 Core competencies 10 Situation Analysis 11 Macro-Level External Environmental Factors 11 Competitive Environmental factors 12 SWOT Analysis 15 Competitors 16 Reebok 16 Adidas 17 Puma 17 Target Market 19 Segmentation 19 Target Marketing 19 Marketing Mix 20 Product Strategy 20 Distribution Strategy 21 Promotion Strategy 21 Pricing Strategy 24 Customer Relationship Management 24 Budget and Monitoring 26 Summary and Conclusions 28 List of References 30 EXECUTIVE SUMMARY Nike is a leader in sportswear providing high quality innovative products. Our mission is to continue pushing boundaries with innovation thinking and product development. We create products for...
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...2. Increasing competition in developing economies Amidst heavy competition to be a market leader in developing economies, there are quite a few issues to be noted. a. Losing market share in China – Li Ning. It is worth noting that Nike does not have a Chinese online website store to facilitate customers to come online and learn/buy Nike’s products. b. Price sensitivity – Developing markets are generally price sensitive markets. Nike’s premium and high quality brand image doesn’t sync with the expectations of the customer. In other words, the differentiation strategy might not bring as good results as it had brought in the USA. 3. Significant reliance on IT and sophistication in managing supply chains. Nike is heavily dependent on information technology systems across our supply chain, including product design, production, forecasting, ordering, manufacturing, transportation, sales, and distribution. Nike’s ability to effectively manage and maintain our because the product design and innovation forms the backbone of the company. Nike success 1. The key reasons for the success of Nike are associated with its global brand promotion. Due to its extensive advertising campaigns the Nike’s brand is known in almost every household worldwide. 2. Nike (now, called the unofficial sponsor!) has generated the most buzz online in the lead up to the World Cup. Much greater than Adidas, it’s arch-rival and official sponsor. Coca Cola, Sony, Visa and other FIFA partners are lagging...
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...lululemon athletica “Do you lulu?” Marketing Campaign 2011-2012 Table of Contents pg. 3 pg. 6 pg. 7 pg. 9 pg. 10 pg. 11 pg. 15 pg. 17 pg. 22 pg. 43 pg. 46 pg. 47 Introduction Executive Summary Research Objectives Situation Analysis Consumer Analysis Industry Analysis Broad Overall Analysis Strategies and Plans Timeline and Budgets Summary References and Appendices Introduction Bulldog Marketing is a marketing communications firm based out of Houston, Texas, that has extensive education and experience with building brand awareness and online sales. Our team members have an eclectic background in business, marketing, digital marketing, media relations, new and social media, and public relations. Our proven results as a team speak for themselves, as we have created successful campaigns and strategies for a number of high-caliber clients. We chose to focus on lululemon athletica because we feel the brand has very strong potential in the U.S. market. lululemon has strong sales and is growing at a fast rate every year. Since lululemon is a Canadian-based brand, the brand awareness in the United States as yet to reach its full potential. We at Bulldog Marketing feel that our combined experience coupled with lululemon’s strong branding that already exists in other markets will prove to be successful. We look forward to working with you in the months ahead and building the lululemon brand. 3 Meet the Team Nicole Grandy has...
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...company which they would call Reebok. They picked the name Reebok, which means African Gazelle, because they wanted to depict speed, style, and grace. Even though the company was selling the shoes at a decent rate in the United Kingdom, they were still having a hard time getting the shoes noticed on a world wide scale. But in 1979 this would all change. At the Chicago International sneaker trade show, Paul Fireman took notice of the Reebok brand. At the time, Fireman was working for an outdoor sporting goods distributor, and immediately saw great potential in the Reebok brand. He was drawn in by the customization of each shoe, as well as the high quality. Fireman felt that those two qualities alone would make this brand a hit with the North American population. Without wasting anytime, Fireman negotiated a deal to license and distributes the Reebok brand in the United States; it was at this time that Reebok USA was born. That same year, Fireman introduced three running shoes to the market. He had so much confidence in the product that he priced the shoe at $60 which made it the highest priced offering on the market. By 1981, Reebok USA had...
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...MQM 385 Summer 2008 Under Armour Strategic Analysis Team 2: Paul Huston. Ryan Marchand. Eric Webster. Rachel Eberle. Irén Ganèva. Lamar Wooley. Margaret Kobel. Table of Contents Executive Summary ___________________________________________________________2 External Analysis _____________________________________________________________3 Value Chain…………..…………………………………………………………………….3 Key Success Factors ……………………………………………………………………...7 Porter’s 5 Forces ……………...……………………………………………...…………..9 External Analysis Conclusion …………………………………………………………...12 Opportunities in the environment …………………………………………….....12 Threats from the environment …………………………………………………...14 Internal Analysis_____________________________________________________________16 Financials & Cash Flow Analysis ………………………………………………………16 Cash Position ……………………………………………………………………16 Financial Indicators ……………………………………………………………..16 Cash Flow ……………………………………………………………………….16 Internal Analysis Conclusions …………………………………………………….…….17 Strengths ………………………………………………………………………...17 Weaknesses ……………………………………………………………………..17 Competitive Strategies ________________________________________________________19 Current Corporate Strategy ….………………………………………………………..19 Integration position ……………………………………………………………...20 Diversification position …………………………………………………………21 Current Business Strategy ….…………………………………………………………23 Product positioning ………………………………………...………...…………23 Current Functional Strategy …….…...
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...( Ryka, INC.: Lightweight Athletic Shoes for Women Business and Industry Analysis) Ryka is doing business of athletic shoes for women, which are made on the shape of a woman’s foot, and are designed and developed considering women’s unique fit needs. It is the only athletic footwear company, which is exclusively for women, by women, and now supporting women. Because a woman’s needs in a comfortable, attractive, high performance athletic shoes that are attractive, comfortable, and well suited for exercise and physical fitness programs are different from a man’s. Therefore, it places Ryka shoes among the highest rated in the industry. The athletic footwear industry was divided into various submarkets by end-use specialization. Ryka competed in only three segments: aerobic, walking, and cross-training shoes. Ryka had focused on performance rather than fashion because Poe believed that fashion-athletic footwear was susceptible to faddish trends and to ups and downs in the economy, whereas the demand for performance shoes was based on the ongoing need of women to protect their physical well-being. Ryka cut back on its product line and began to focus primarily on aerobic shoes and secondarily on walking shoes. Poe did not believe that Ryka had to become an industry giant to succeed. SWOT Analysis Strength: Poe’s image and profile were the most critical components in Ryka’s marketing strategy. Poe had successfully worked the female angle: she appealed to contemporary working women...
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...475: Seminar in Strategy and Policy Dr. Ybarra May 1, 2014 1 Introduction Lululemon Athletica Inc. designs and retails athletic clothing. The Company produces fitness pants, shorts, tops and jackets for yoga, dance, running, and general fitness. Lululemon serves customers globally through its online and 254 retail stores. Mission and Goals Mission Statement: Creating components for people to live longer, healthier, fun lives. Lululemon has developed a distinctive community-based strategy that we believe enhances the brand and reinforces guest loyalty. The key elements of the company’s strategy is to: - Design and develop innovative athletic apparel that combines performance with style and incorporates real-time guest feedback - Locate stores in street locations, lifestyle centers and malls that position each Lululemon Athletica store as an integral part of its community - Create an inviting and educational store environment that encourages product trial and repeat visits; and - Market on a grassroots level in each community, including through social media and influential fitness practitioners who embrace and create excitement around our brand. 2 Growth Strategy Key elements of Lululemon’s growth strategy are to: ● Grow the Store Base in North America. As of February 2, 2014, the company’s products were sold through 225 corporate-owned stores in North America, including 171 in the United States and 54 in Canada. Lulu expects that most ofthe near-term store growth will...
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... Introduction Under Armour, Inc. was founded by Kevin Plank, a former University of Maryland football player, in 1996. The company’s mission is “to improve all athletes through passion, design, and relentless pursuit of innovation” (The Business of Under Armour website, 2016). Plank had a simple plan to make a superior T-shirt. A shirt that provided compression and wicked perspiration off your skin rather than absorb it (The Business of Under Armour website, 2016). All of its products are designed with the athlete in mind. The company has developed different product lines for athletes to be used according to the seasons of the year. They include Heat Gear®, Cold Gear®, and All Season Gear®. Other product lines include footwear for men, women and youth and accessories, including headwear, bags, and gloves. Kevin Plank started Under Armour, Inc. using $20,000 of his own money, $40,000 from credit, and a $250,000 Small Business Loan (Lyster, 2006). The company has now developed into a corporation that serves not only the U.S., but also over 80 countries around the world including, Japan, Canada, and the United Kingdom. Under Armour, Inc. is one of the fastest growing athletic brands. According to a Sterne Agee and SportsScanInfo report, in 2014, Under Armour replaced Adidas and took the No. 2 spot in the sportswear brands in the U.S. The company continues to grow more and more each year. With such rapid growth, it is imperative for Under Armour to continue...
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...of people. With so many different alternatives of fashion, the fashion industry is trying to please too many customers with variety. There are currently various styles to choose from, and the clothes people wear categorize or label them long before they realize it. The three fashion brands that will be analyzed extensively are Chanel, Nike, and Hot Topic. These brands have apparel but are completely different in their target audience. Chanel is a prestigious high-fashion brand; Nike is a popular athletic line; Hot Topic is musically and artistically edgier with a smaller target audience between the three. With these apparel brands, a person wearing each would be labeled or even stereotyped. One wearing a Chanel’s 2012 Spring/Summer ready-to-wear designer outfit with a white jacket, lambskin dress with pearls, and a glass pearl belt would be labeled as rich, successful, and intelligent. Another wearing Nike running apparel consisting of a shirt, shorts, and footwear is someone athletic and always on the go. An individual in a Hot Topic black graphic music t-shirt with plug piercings would be stereotyped as “Goth”, tough, or edgy. 2. 2. | | | Geographic | * Located at tourist...
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...Converse Inc. Situational Analysis ID: 936605550 ID: 911484064 ID: 933327329 ID: 919538922 ID: 938345647 Table of Contents Company Analysis ……………………………………………………………………………………………………………………………….. 3-‐6 Consumer Analysis………………………………………………………………………………………………………………………….……. 6-‐7 Product Analysis……………………………………………………………………………………………………………………..……………. 7-‐9 Competitive Analysis……………………………………………………………………………………………………………………………. 9-‐14 Market 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 ...
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...It is concerned with handling the element of financial statement such assets, liability, resources, capital , profit etc. it is always find out how we can ensure best use of financial resources of a firm to make maximum profitability. Lululemon athletica is a famous yoga-inspired athletic instrument producer and distributor company, which produces essential clothes and sells international clothing stores from its company base in Vancouver, British Columbia, Canada. Dennis "Chip" Wilson established Lululemon Athletica (usually referred to simply as "lululemon" or "lulu") in 1998 in order to enhancing female participation in athletic and his belief in yoga as the important way to maintain athletic excellence into an advanced age. They make technical athletic instrument for yoga, jumping, dancing, and most other sweaty pursuits. All lululemon locations are very much reachable to our local communities. Lululemon athletica inc., registered on November 21, 2005, is a designer, producer and seller of athletic accessories doing business basically in North America and Australia. The yoga enhanced accessories of lululemon is distrusted by the name of the lululemon athletica. The Company produces athletic accessories with best quality yoga accessories and wearing for masculine and feminine kind. Its product assortment, including items, such as fitness...
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...Under Armour Case Study Source: Hogan, 2013 Table of contents Detailed Timeline 3 Business and Corporate Level Planning 4 Brief Summary of the Company Situation in their Competitive Environment, Issues they Face and Clear Problem Statement to Analyze 6 Key Leadership 8 Types of innovation and Evidence of Entrepreneurship 10 Global Presence and Effects 11 Ethics - Examples of Social Consciousness/Corporate Social Responsibility 12 Responsible Wealth Creation 14 Engagement and Plan Alignment & Corporate Culture 15 Wild Card 16 Internal Analysis 17 External Analysis 20 SWOT Analysis 24 Recommendation 27 Bibliography 33 Appendix 37 Team Member Roles 46 Detailed Timeline It all started in 1995 when Kevin Plank, the special teams captain on the University of Maryland football team, noticed that the cotton T-shirts he and his teammates wore underneath their pads were always soaked and filled with sweat (Under Armour, 2012). “There has to be something better,” he believed (Under Armour, 2012). That statement soon launched the performance apparel industry (Under Armour, 2012). That statement also became Under Armour’s generic strategy, which was to develop a better product than there was in the market. While Plank was perfecting his t-shirt after he graduated, he needed funds to launch his apparel line, so he maxed out his credit cards to the tune of $40,000 and set up a company in his grandmother’s basement in Washington, DC (Under Armour, 2012). In...
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...employees and a host of freelance and part-time help, FreeRiders, Inc. is faced with strong competition in the category from larger bike manufacturers who, in recent years, have increased their advertising and PR budgets by an estimated seventy-five percent, and offset their costs by pushing production overseas. Economic pressures due to inflated production costs and competitors’ increased market share have lead FreeRiders to re-assess its goals for the future. This new strategic plan will unfold in several phases and include a 9-month-to-market new product line extension, a five year plan to increase revenue to between two and five million, and a long term plan to ensure the company’s viability ten years and beyond. II. ENVIRONMENTAL ANALYSIS FreeRiders, Inc is a small, independently owned company founded in 1999. Of the fifteen full-time employees at the company’s headquarters, four key employees will be instrumental in carrying out this marketing plan. The key players include: Bryce Andersen III, a former American Cycling Team member, who retired from the sport in 1992 and worked as a usability and safety consultant in the cycling industry...
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