Converse Analysis
Company Perspectives:
The Company 's marketing strategy is targeted on the Converse All Star brand, which is positioned as the American performance brand with authentic sports heritage. The company believes that there are significant opportunities to build the brand, which commands high consumer awareness generated by reason of its 95-year history. The company 's consumer research has become an integral part of its product development, advertising campaigns and in-store point of purchase materials.
1.0 Company Information
1.1 History and Key Dates:
1908:The company is founded as Converse Rubber Co. In Massachuset.
1917:Converse introduces the All Star, one of the world 's first basketball shoes.
1921:Chuck Taylor signs a cooperation contract with Converse.
1923:Chuck Taylor`s signature is put on the ankle of the Converse shoes as well as the brand logo.
1929:Converse Rubber Co. falls into bankruptcy.
1962: Low-cut Oxford introduced
1972:Converse is purchased by the Eltra Corporation and acquires the footwear division of B.F. Goodrich Co.
1974: One star skateboarding shoe introduced
1979:Allied Corporation purchases Converse.
1982:Allied Corporation sells Converse to a group of its senior managers.
1983:Converse stock becomes available on the NASDAQ national market.
1984:The company signs agreements with Moon-Star Chemical Corp., Mizuno Corp., and Zett Corp. to handle the manufacture, distribution, and sale of Converse footwear in Japan.
1985: Official shoe of National Basketball Association
1994:Converse is spun off from Interco in November.
1996:Converse reaches its 700 million sales of sneakers
1999:Converse introduces the He:01 shoe.
2003:Nike Inc. purchases Converse with 305 million dollar.
2008:Converse promotes “Welcome to Converse Century”.
700 million pairs of shoes sold all over the word in the past century, Converse is no doubt the leader of sneakers industry. Converse built the whole sneakers kingdom since 1908
The Company 's marketing strategy is targeted on the Converse All Star brand, which is positioned as the American performance brand with authentic sports heritage. The company believes that there are significant opportunities to build the brand, which commands high consumer awareness generated by reason of its 95-year history. The company 's consumer research has become an integral part of its product development, advertising campaigns and in-store point of purchase materials.
1.0 Company Information
1.1 History and Key Dates:
1908:The company is founded as Converse Rubber Co. In Massachuset.
1917:Converse introduces the All Star, one of the world 's first basketball shoes.
1921:Chuck Taylor signs a cooperation contract with Converse.
1923:Chuck Taylor`s signature is put on the ankle of the Converse shoes as well as the brand logo.
1929:Converse Rubber Co. falls into bankruptcy.
1962: Low-cut Oxford introduced
1972:Converse is purchased by the Eltra Corporation and acquires the footwear division of B.F. Goodrich Co.
1974: One star skateboarding shoe introduced
1979:Allied Corporation purchases Converse.
1982:Allied Corporation sells Converse to a group of its senior managers.
1983:Converse stock becomes available on the NASDAQ national market.
1984:The company signs agreements with Moon-Star Chemical Corp., Mizuno Corp., and Zett Corp. to handle the manufacture, distribution, and sale of Converse footwear in Japan.
1985: Official shoe of National Basketball Association
1994:Converse is spun off from Interco in November.
1996:Converse reaches its 700 million sales of sneakers
1999:Converse introduces the He:01 shoe.
2003:Nike Inc. purchases Converse with 305 million dollar.
2008:Converse promotes “Welcome to Converse Century”.
700 million pairs of shoes sold all over the word in the past century, Converse is no doubt the leader of sneakers industry. Converse built the whole sneakers kingdom since 1908
References: Slideshare (2013) Strategic Capabilities [Online] Available on [Accessed 28/11/2013] Slideshare (2013) Converse Case Study [Online] Available on < http://www.slideshare.net/guest3e25ef/converse-case-study > [Accessed 28/11/2013] Nikebiz (2013) Corporate Responsibility Report [Online] Available on < http://www.nikebiz.com/crreport/ > [Accessed 28/11/2013] Puma (2013) Sustainability [Online] Available on < http://about.puma.com/sustainability/ > [Accessed 28/11/2013] Sri, U., (2010) CSR Strategies: Corporate Social Responsibility For A Competitive Edge In Emerging Markets, Singapore: John Wiley & Sons (Asia) Pte.Ltd. Wikipedia (2013) Corporate Responsibility [Online] Available on < http://en.wikipedia.org/wiki/Corporate_social_responsibility > [Accessed 28/11/2013] 11.Appendix