Marketing and Converse
MARKETING MANAGEMENT ICA 1
PROJECT TITLE:
Converse
Table of Content
Table of Content 1
Executive Summary 2
Company Profile 2
SWOT Analysis 3
Marketing Offer and Philosophy 4
Target Customer Segment(s) and their Needs / Demands 5
Competitors Analysis 5
Marketing Strategies (4Ps) 7
Strengths & Weakness of Marketing Strategies 8
Recommendations / Suggestions for Improvements 9
Conclusion 9
Appendices 11
Executive Summary
Included in the company profile is the information obtained with regards to organization.
Next, the SWOT analysis is done on the internal factors such as the strength, weaknesses, and external factors like the opportunities and threat faced by Converse.
There is also the elaboration of the marketing offer and marketing philosophy adopted by Converse which is Societal Marketing Concept.
Then I did the analyses on the target customer segment and their need/demand.
After the target segmentation, there are the competitors’ analyses on the two main competitors – Nike and Adidas.
Followed by the market strategy adopted by Converse, which is to discuss on the Marketing Mix (4Ps).
After the 4Ps, it will be the recommendations and suggestions given to improve on the marketing plan.
Lastly, I have to come out with the conclusion for the entire report to specify the main points I had made in this entire report. This will provide a recap at the end of the report.
Company Profile
Converse Inc., based in North Andover, Massachusetts, is a wholly owned subsidiary of Nike, Inc. It is an American athletic shoe brand, established by Marquis Mills Converse in 1908. Converse brand has built a reputation as "America 's Original Sports Company" and has been associated with a rich heritage of legendary shoes such as the Chuck Taylor All Star shoe, the Jack Purcell shoe and the One Star shoe. They were the first basketball shoe to ever make contact with the court in 1917. Soon after, Converse
PROJECT TITLE:
Converse
Table of Content
Table of Content 1
Executive Summary 2
Company Profile 2
SWOT Analysis 3
Marketing Offer and Philosophy 4
Target Customer Segment(s) and their Needs / Demands 5
Competitors Analysis 5
Marketing Strategies (4Ps) 7
Strengths & Weakness of Marketing Strategies 8
Recommendations / Suggestions for Improvements 9
Conclusion 9
Appendices 11
Executive Summary
Included in the company profile is the information obtained with regards to organization.
Next, the SWOT analysis is done on the internal factors such as the strength, weaknesses, and external factors like the opportunities and threat faced by Converse.
There is also the elaboration of the marketing offer and marketing philosophy adopted by Converse which is Societal Marketing Concept.
Then I did the analyses on the target customer segment and their need/demand.
After the target segmentation, there are the competitors’ analyses on the two main competitors – Nike and Adidas.
Followed by the market strategy adopted by Converse, which is to discuss on the Marketing Mix (4Ps).
After the 4Ps, it will be the recommendations and suggestions given to improve on the marketing plan.
Lastly, I have to come out with the conclusion for the entire report to specify the main points I had made in this entire report. This will provide a recap at the end of the report.
Company Profile
Converse Inc., based in North Andover, Massachusetts, is a wholly owned subsidiary of Nike, Inc. It is an American athletic shoe brand, established by Marquis Mills Converse in 1908. Converse brand has built a reputation as "America 's Original Sports Company" and has been associated with a rich heritage of legendary shoes such as the Chuck Taylor All Star shoe, the Jack Purcell shoe and the One Star shoe. They were the first basketball shoe to ever make contact with the court in 1917. Soon after, Converse
References: www.wikipedia.com BM0019 Lecture Notes BM0078 Lecture Notes