New Balance

Topics: Brand management, Athletic shoe, Brand Pages: 2 (366 words) Published: December 30, 2012
In reviewing the case of New Balance Athletic Shoe, Inc. it is clear that there are a few major problems that the company is facing.在检讨新百伦运动鞋的情况下,公司很清楚,有几个重大的问题,该公司正面临着。 First of all, New Balance falls behind its other major competitors, Nike, Adidas and Reebok, in the area of marketing.首先,新百伦落后于其他主​​要竞争对手,耐克,阿迪达斯和锐步,在该地区的市场营销。 Unlike its competitors, New Balance does not undertake celebrity endorsements.与竞争对手不同的是,新百伦不承担名人代言。 This puts them at a disadvantage when it comes to brand building.这使他们处于不利的地位,当它涉及到品牌建设。 This also causes the company to lose out somewhat on gaining awareness on a global scale as it lacks endorsements in major sporting events.这也使公司在一定程度上失去了在全球范围内获得的认识,因为它缺少在重大体育赛事的代言。 Most global brand names generate strong brand recognition through celebrity endorsements in sporting events that would give them the needed momentum to carry their brand name further into the global market.全球大多数品牌通过明星代言的体育赛事,将给予他们所需要的势头,以自己的品牌名称进行进一步融入全球市场产生强大的品牌知名度。 A second problem that New Balance faces is its limited product line.新百伦所面临的第二个问题是其有限的产品线。 New Balance prides itself on providing quality athletic shoes for the serious athlete.新百伦自诩严重的运动员提供优质的运动鞋。 However, the market has been shifting to not only include serious athletes, but it now also caters to the more fashion-oriented crowd.然而,市场已经转移到不仅包括严重的运动员,但现在还迎合了面向时尚人群。 This crowd tends to be from the younger generation, the part of the population that New Balance has so far not been focusing on.这群人往往是从年轻一代,新百伦至今尚未着眼于人口的一部分。 New Balance has geared itself toward the older crowd, which has severely limited the company as far as its ability to expand into new product areas and remain competitive in the changing market.新百伦适合向老年人居多,这严重限制了公司的能力扩展到新的产品领域,并在不断变化的市场中保持竞争力。 Another problem that New Balance has been facing is manufacturing costs.新百伦一直面临的另一个问题是制造成本。 With its competitors outsourcing most of their manufacturing to other countries such as China, Nike, Adidas and Reebok have been able to cut their manufacturing...
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