writtan analysis 2 question 1 - What is the target market...

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What is the target market and product portfolio for Active Gear and Mercury?
Target market active gear
Golf and tennis originally
In: affluent urban and suburban family members 25-45 years of age..fashionable walking, hiking,
boating footwear.
In 1980s, brand was associated with a prosperous, active, and fashion conscious group
Athletic and casual shoe wearers
Product portfolio
Golf and tennis shoes,
1970s casual and recreaitional footwear
1980s athletic and casual shoes
They focused on a smaller portfolio of classic products with longer life cycles
Target market Mercury
retail, athletic, department, and specialty stores, and via catalogs and the Internet
department, specialty, and
general retail stores via a network of wholesalers and independent distributors.
Product Portfolio
men’s and women’s athletic and casual footwear During the 1990s
active casual footwear
Is the athletic and casual footwear industry attractive?