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
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I. EXECUTIVE SUMMARY Shoes as we all know is a footwear that used by people to protect their foot. As history tells‚ shoes have been evolved over thousand years. What started as a practical venture has grown into a varied‚ booming industry just as concerned with art as it is with functionality. As time passed by‚ the idealization of shoes differentiate. Fashion dictates that shoes are not only meant to wear but also to project the person’s lifestyle. Though it has basic way to wear‚ customers are
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The History of Converse It was 1908 when Marquis M. Converse opened the Converse Rubber Shoe Company. Who knew that his shoes would become an American Icon? It all started with a man named Marquis M. Converse in Malden‚ Massachusetts who made the Converse Rubber Shoe Company. The company began as a shoe manufacturer that made rubber soled shoes for men‚ women‚ and children. Converse were made out of :brocade‚ corduroy‚ denim‚ flannel‚ hemp‚ lame‚ leather‚ mylar‚ metalized fabrics‚ plastic
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oduced and distributed just as the nation was recovering from the effects of the Great Depression‚ with the economy somewhat stabilized following Roosevelt’s New Deal‚ and with the looming 2nd world war‚ Capra’s Mr. Smith Goes to Washington (1939) is an important document not only in terms of the state of affairs as it was at the time of its production‚ but also in terms of what led up to it and what was about to follow. To better understand how the film accomplishes this‚ one must first examine
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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
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1. What are the core‚ actual and augmented product benefits of the Converse Chuck? CORE BENEFIT ACTUAL PRODUCT DELIVERY AND CREDIT INSTALLATION WARRANTY AFTER SALE SERVICE PACKAGING QUALITY LEVEL BRAND NAME THREE PRODUCT LEVEL 2. When Converse outsourced production of its shoes to India. It entered into licensing arrangement. What are the benefits and risks of that action? Do you think it has helped or hurt the company? The brand? BENEFITS * Cost was reduced * Scope
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Marketing Plan: Adidas AG Taylor Fjeldheim Principles of Marketing Executive Summary Adidas AG sells sports shoes‚ apparel‚ and equipment in 170 different countries. There focus lies in football‚ soccer‚ basketball‚ running‚ training gear‚ golf‚ and apparel. This is a two billion dollar industry and with Adidas being a main cog. They also specialize in lifestyle goods including SLVR and Y-3 fashion brands. They have trademarked their three-striped logo that has become a
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How to Write An Executive Summary? Whether you’ve put together a business plan or an investment proposal‚ you’re going to need an executive summary to preface your report. The summary should include the major details of your report‚ but it’s important not to bore the reader with minutia. Save the analysis‚ charts‚ numbers and glowing reviews for the report itself. This is the time to grab your reader’s attention and let them know what it is you do and why they should read the rest of your business
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Executive Summary The purpose of an executive summary is to summarize a report. Executive summaries are written for executives who most likely do not have time to read the complete document. Therefore‚ the executive summary must cover the major points and be detailed enough to mirror the content yet concise enough for an executive to understand the substance without reading the entire report. An executive summary differs from an abstract. Readers use an abstract to decide whether to read the complete
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An Executive Summary The term ‘executive summary’ is used to describe a short piece of writing that offers the key highlights contained in a longer report in such a way that readers can rapidly become acquainted with a large body of material without having to read it all. Its purpose is to highlight the problem or proposal covered‚ the main issue(s)‚ concise analysis and the conclusions or recommended action points for the reader. Whilst it is presented at the front of the report‚ it should
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