New Balance Case study
New Balance: Outrunning the Competition
Introduction
After reading the case study for New Balance I see a brand with great potential. A brand that has staunch traditional values and customer satisfaction as its primary priority.
Question 1: What are New Balance’s strengths, weaknesses, threats and opportunities?
SWOT ANALYSIS
STRENGTHS
Good Management structure e.g. Van Rooyen the general manager
Wide range of products across every sporting category
Functional technological design in terms of fit. Foot widths have been incorporated in the design of the shoe. This distinguishes/ differentiates New Balance product from its competitors.
Brand has been kept affordable in terms of price
Inspired well-taken care of employees who are performance driven because of the culture of the company
Is established in many countries and has quite a big global footprint
Good relationship with retailers. They have been accommodated and close bonds have been formed with them.
Good marketing techniques, focussing on strategies that the major competition have neglected
OPPORTUNITIES (in order of the most lucrative)
Nowadays people wear sneakers for leisure/fashion purposes and New Balance could target that market.
New balance could establish other lines within their range for Leisure or even high end market, kids market etc.
Target the soccer/ black market ( new balance has made little advancement in this sector)
New balance was places as number one in the trail category. They should ride this wave; sponsor the person who won in that category.
Create branded/ concept stores
South Africa has a strong sporting culture that the company could capitalise on ( Netball, court, walking), New Balance needs to have more market share in these sectors
Advancement in technology and innovation. New balance has the opportunity to update its products and come up with new innovations to keep up and to penetrate the market.
Make headway into the online retailing
Introduction
After reading the case study for New Balance I see a brand with great potential. A brand that has staunch traditional values and customer satisfaction as its primary priority.
Question 1: What are New Balance’s strengths, weaknesses, threats and opportunities?
SWOT ANALYSIS
STRENGTHS
Good Management structure e.g. Van Rooyen the general manager
Wide range of products across every sporting category
Functional technological design in terms of fit. Foot widths have been incorporated in the design of the shoe. This distinguishes/ differentiates New Balance product from its competitors.
Brand has been kept affordable in terms of price
Inspired well-taken care of employees who are performance driven because of the culture of the company
Is established in many countries and has quite a big global footprint
Good relationship with retailers. They have been accommodated and close bonds have been formed with them.
Good marketing techniques, focussing on strategies that the major competition have neglected
OPPORTUNITIES (in order of the most lucrative)
Nowadays people wear sneakers for leisure/fashion purposes and New Balance could target that market.
New balance could establish other lines within their range for Leisure or even high end market, kids market etc.
Target the soccer/ black market ( new balance has made little advancement in this sector)
New balance was places as number one in the trail category. They should ride this wave; sponsor the person who won in that category.
Create branded/ concept stores
South Africa has a strong sporting culture that the company could capitalise on ( Netball, court, walking), New Balance needs to have more market share in these sectors
Advancement in technology and innovation. New balance has the opportunity to update its products and come up with new innovations to keep up and to penetrate the market.
Make headway into the online retailing