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Essay / Research Paper Abstract
A 5 page paper establishing a new company to manufacture and market athletic shoes in the US, Canada, Singapore and South Korea. The initial budget is $350 million, allocated among five primary activities. Includes a five forces analysis of the industry. Bibliography lists 2 sources.
Page Count:
5 pages (~225 words per page)
File: CC6_KSmktgAthShGl.rtf
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Unformatted sample text from the term paper:
Much of the current business literature holds that any new product must be new, something that has never been offered before. This can be true in some cases,
but individuals still need basic items. Improvements on the basics can be highly profitable and carry the added benefit that consumers already know how to use them.
There is no shortage of choices among lines of athletic shoes, at least in terms of brand. Nike and Adidas routinely trade places as
owners of the worlds best-selling athletic shoe brands, and each has ample competition from Fila, Reebok, Puma and others. Of them all, Nike likely has the longest-standing and most
recognizable advertising techniques, but virtually none of these marketers of athletic shoes either (1) manufacture their own products or (2) provide any shoe truly designed for women in any way
but size scale and color. The explosion of involvement of women in both organized and casual sports is a trend that the established
brands missed along the way; Nike at least now is working to rectify its slight of women (Tran, 2000). This provides an opportunity for a totally new brand and
company, one that can provide styles for all feet but highlight womens lines. The base product will be a new running shoe. We will operate in the US,
but we also will operate in Canada, Singapore and South Korea. Planning the Venture The
first step is to build a team who can bring expertise in areas that will be needed in the course of producing the shoe and marketing it. The overall
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