Converse Target Market Worksheet Analysis

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As the earliest sneakers,with over 100 years of history, Converse, a American shoe company, has been considered as one of the most popular shoe companies in the world. At present it has covered more than 125 countries,which have selling Distributor, Licensee, or Agent, over The Seven Continents. Set up in America and soon pop in Europe . Following the war and Market saturated in America and Europe, also the Asia Rising, Converse entered Asia with a strong effective on sports market during 1970s-1980s, At that time ,Converse first focus on Japanese because it's rapidly rising. In 1993, as people started recognizing China as a country that has a huge potential market, Converse expanded its market into China for the first time. At that time, Taiwan and Hong Kong are seen as the fashion capital of China, however over the past few years, as the economy of Mainland has growth, Converse shifted its main market into Shanghai which is smart because shanghai now has population of over 18 millions and People in Shanghai has become quite fashion-sensitive since the economy has peaked. Today, Converse has gained quite high popularity and reputation by supporting China’s local indie/creative culture, particularly the music scene and it keeps attracting many young Chinese people. In recent years,Converse opened more than 70 legal stores in Shanghai. Demographic

The age of target consumers in Converse are between 15 years old to 25 years old. Most of them are high school students and college school students; the reason is that shoes of Converse are easy to match with clothes, there are many color collections in Converse which young people like very much. As well as that, the prices of Converse footwear are cheaper than other famous sports brands such as Nike, Adidas. The price range is 200RMB-500RMB. So, Converse is a hot brand in young people groups. For the pocket money...
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