The paper "Dominant Product Companies - Sport Shoes" is a great example of a marketing case study. Shoes are specially designed footwear which is specifically worn to protect the feet when one is exercising or carrying out day to day activities. Shoe companies produce a variety of shoes to suit every person with respect to the activities they undertake. These varieties include safety shoes which are usually boots designed for specialists who work under conditions unfavorable for their feet for example engineers who need to protect their feet from sharp objects and heavy falling objects at engineering sites.
There are also casual shoes which are mainly for people who prefer neatness in their dressing. These mostly are for the people who work in offices where personal presentation is valued. Lastly, there is a sports shoe. These are specially designed shoes which are intended to be worn when one engages in sporting activities. Their special design makes exercise easier and more comfortable despite the obvious strain and fatigue. Sports shoes have a great range of varieties inclusive of athletic shoes, sneakers, rollerskates, ice skates and football boots.
Therefore, this report is meant to give detailed information on marketing strategies involved in the sports shoe industry. A brief explanation of Dominant Product Companies Nike is one of the biggest sports shoe company in existence. It has generally concentrated its attention to developing designs, manufacturing and general marketing and footwear sales worldwide. It has more than 44000 employees in its payroll and makes u to $24.i billion in revenue. The whole brand and company were recently valued at $19 billion emerging the top company in the sports business. Puma is also one of the companies with a large market share in the UK.
It is a multinational company of Germany origin and has specialized with the production of casual, sports and athletic footwear. It also makes football boots and has managed to successfully sponsor a number of players over time. Currently, the company has over 10,000 people on its payroll and has its merchandise distribution in more than 120 countries. In 2003 the company managed to make a € 1.274 billion (Etzel, Walker & Stanton, 2007). Product Segments Offered Within this Market In the sports shoe industry, there is the production of a great range of products which are classified in categories depending on the specific activity they are meant for.
This includes court sports, field sports, outdoor sports, special sports and special sports. Court sports shoes are mainly meant for indoor sporting activities like basketball, tennis and volleyball. While field sport shoes are mainly designed for outdoor sporting activities which include soccer and rugby. Shoes for outdoor sports have a spiked or studded sole to enhance their grip on outdoor grounds.
Outdoor activity shoes are sports shoes designed for outdoor activities like hunting and for special activity shoes, they are shoes which are much specialized to the activity they are involved in and examples are the rollerblades. Types of target customers by each production segment Of each of the above-mentioned product segments, there is the ideal market targeted by the producers. Target market helps promote the brand and leads to a rise in sales (Assael, 1998).
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