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Essay / Research Paper Abstract
Mercury International Ltd developer, manufacturer and wholesalers of running shoes. This 5 page paper undertakes a key issues analysis focusing on customer needs and desires. The paper is based on a case study provided by the student and the bibliography cites 1 source.
Page Count:
5 pages (~225 words per page)
File: TS14_TEmercury.rtf
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Unformatted sample text from the term paper:
professional quality as well as having gained a first mover advantage in the early days with the company being the first to develop a specialist long trail running shoe. The
revenues are from the wholesaling of the shoes and competitors include companies such as Nike, Reebok and Adidas to mention only a few. One tool which can be used
in a more flexible manner than other tools to assess the strategic position of the company and help determine future strategy is that of the key issues analysis. However, an
important factors here are the key issues that are used identified and possibly scored if the student desires need to be the key issues that are important to the consumers
and how these are or are not being met and then consider how other company may be meeting these and then develop in terms of these issues. This does not
mean other aspects are not important, but they are not key to the most important aspect of making sales. If we look to the initial start of the
company the shoes were in demand as there were no other shoes that met the needs of the trail runners. The founders designed the shoes for their own use, as
this was an unsatisfied gap in the market. As word spread that these were being made the demand for them was seen originating with existing and competing trial runners in
Colorado. There are certain basic requirements of the cuter at this stage, they want a shoe that is comfortable, can help their running and will last. This increased sales.
However, where there is a demand greater than the supply and companies see an opportunity to make profits. especially where the profits may be high, the limited supply does not
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