Marketing and Converse

Topics: Marketing, Pricing, Nike, Inc. Pages: 15 (4022 words) Published: April 28, 2011



Table of Content

Table of Content1

Executive Summary2

Company Profile2

SWOT Analysis3

Marketing Offer and Philosophy4

Target Customer Segment(s) and their Needs / Demands5

Competitors Analysis5

Marketing Strategies (4Ps)7

Strengths & Weakness of Marketing Strategies8

Recommendations / Suggestions for Improvements9



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 gained iconic status with the creation of the Chuck Taylor All Star shoe, which went unmatched through five decades of professional basketball.

Today, Converse offers a diverse portfolio including premium lifestyle men's and women's footwear and apparel. Converse continues to introduce to generations innovative footwear that defined sports and became standard-issue equipment. They are the most authentic expressions of classic shoes available today. Leading the way for fashion and style, these aren’t just shoes to wear; they are shoes to be noticed. Their product is sold globally by retailers in over 160 countries and through 35 company-owned retail locations in the U.S.

SWOT Analysis

By analyzing the strengths, weaknesses, opportunities and threats of Converse, they can identify a strategic niche that they can exploit.


Converse had been around the industry for a century. It is the first footwear company for sport and rock 'n' roll. And it has also played on more basketball courts around the world than all the Nike Air Jordan and Reebok Pumps put together. Therefore there is no doubt that it is one of the world's most coveted, iconic brands. And their Chuck Taylor Signature logos had distinguished itself from its competitors.

As compared to their competitors, Converse shoes can be considered the cheapest of all. Unless you are buying an imitation leather shoes, you can't find a cheaper athletic shoe anywhere. They're so cheap that for the price of a pair of Nike Air Jordan high tops, about $200, you could get yourself five pairs of chucks. And a normal teenager can’t probably afford to pay $200.00 for a pair of shoes.

Converse One allows you to design your own pair of sneaker. It starts by picking a pair of shoes that you can customize then proceed to choose the color and design and you can even put your own ID on it. This enables their customers to create their perfect pair of sneaker in mind. It will also let them have the feel of being...
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