Converse Slide

Converse Slide - John Varvatos line higher end line...

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Current Strategy Based on the all-star brand: an American performance brand with authentic sports heritage (talk with Mili) Originally centered on athletic shoes WWII shifted image to an everyday sneaker Today Converse has shifted markets to become a fashion accessory Changing to attract new markets New skateboarding line for Spring 2009
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SWOT Strengths Support of Nike Strong brand name (over 100 years old) Cost advantage (As seen in stores) Nike introduced “Design your own” feature Sold at a wide range of stores, from Target to Barney’s Market development – casual athletic
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SWOT Weakness Limited diversification Nike profits rely heavily on footwear, so converse is in a tense market Overcoming weaknesses Other companies like Reebok and Adidas have shaped their brand around athletic superstars; Converse has succeeded by adjusting to new markets
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SWOT Opportunities
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Unformatted text preview: John Varvatos line higher end line includes clothing and accessories Spring 2009 skateboarding shoe line Converse is continuing to increase their market development SWOT Threats Reebok and Adidas have evolved different images Increasing price competitiveness means retailers are fighting for lower prices. The ability for consumers to choose the lower of the two prices is an external threat to converse Supras and Vans still have the advantage Possible Improvements Tried product development but failed for market (nikes profits from shoes) Continue looking for new markets over diversification Product development has not been very successful; the majority of Nikes profits continue to come from shoes Converse should limit developing new products while aiming for the market segment they already have strength in...
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This note was uploaded on 02/06/2012 for the course SMG SM 122 taught by Professor Roberts during the Spring '09 term at BU.

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Converse Slide - John Varvatos line higher end line...

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