The United States Athletic Footwear Market

Essay by pkc_terryUniversity, Bachelor'sB+, October 2014

download word file, 26 pages 0.0

University of Bradford - BSc (Hons) Business and Management Studies Foundations of Marketing MAN0105M - Level 1 Intakes 52-55

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Table of Contents

Executive Summary ....................................................................................................... 1

1. The US Athletic Footwear Market ............................................................................. 2

2. Market Segmentation ................................................................................................. 4

3. Segment Targeting ..................................................................................................... 8

4. Market Positioning (4Ps) ......................................................................................... 11

4.1 Product ........................................................................................................... 11

4.2 Promotion....................................................................................................... 13

4.3 Price ............................................................................................................... 15

4.4 Place ............................................................................................................... 17

5. Conclusion ............................................................................................................... 18

6. Reference list............................................................................................................ 19

Textbook............................................................................................................... 19

Website ................................................................................................................. 19

7. Bibliography............................................................................................................. 22

University of Bradford - BSc (Hons) Business and Management Studies Foundations of Marketing MAN0105M - Level 1 Intakes 52-55

Page 1 of 23

Executive Summary

This piece of marketing research is commissioned to evaluate and examine the athletic

footwear market why this market is lucrative and potentially profitable and creating a product

that would seem fitting and fruitful in the company's future as the focal point of our next

marketing campaign.

The research draws attention to the fact that the United States athletic footwear market has

shown reasonable growth in sales in the past few years (NPD Group, Inc., 2013) with the

specific of the children footwear market growing twelve percent between 2011 to 2012 (NPD

Group, Inc., 2013). Further investigation reveals that the children footwear market that we

have targeted is the ideal segment to target due to the enormous increase in US gross domestic

products since 1950 (US Government Spending, 2013), parents can afford better needs, desire

and luxury for their children. Moreover, children of generation Y and Z are very synchronised

within their social circle by the means of social networking and media. The active user of

such social media, Facebook, has gained a four hundred percent increase in the past decade

(Kissmetrics, 2013).

Our research evaluate and concluded that it is important...