5 With 64 percent of the women in the United States overweight or obese and

5 with 64 percent of the women in the united states

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5.With 64 percent of the women in the United States overweight or obese and less than half participating in regular physical activity, athletic shoe marketers saw an opportunity: “toning shoes.” The marketers tout these shoes as revolutionary—you can tone your muscles, lose weight, and improve your posture just by wearing them and going about your daily business. The claims are based on shoemaker-sponsored studies but the Podiatric Medical Association agrees that toning shoes have some health value. They purportedly perform their magic by destabilizing a person’s gait, making leg muscles work harder. Consumers, particularly women, are buying it. Toning shoe sales by Sketchers, Reebok, and other producers are soaring. However, these shoes have their critics, who claim a shoe that comes with an instruction booklet and an educational DVD to explain proper usage should wave warning flags to consumers. Some doctors claim the shoes are dangerous, causing strained Achilles tendons or worse—one wearer broke her ankle while wearing them. A study by the American Council on Exercise found no benefit in toning shoes over regular walking or other exercise. Noticeably absent from the toning shoe feeding frenzy is Nike, who thinks it’s all hype. This leader in the women’s shoe market, however, is losing market share to competitors. Should Nike have entered this product category instead of giving up market share to competitors? Where would this product have fallen on Nike’s BCG matrix?I believe that one of the reasons Nike has maintained its place at the top of the athletic equipment market is that they believe in the products they sell one hundred percent. If Nike thinks that the “toning shoes” are all hype, then they shouldn’t produce a product they don’t believe in. It would go against the integrity of the company. I think that where they lose the market share in this product they are gaining it with others and Nike isn’t really suffering by producing a “toning shoe”. These toning shoes would be in the Star box of the BCG matrix. They would be there because they would be a high-growth, high-share product but once the popularity of the product slows down I think they would go down into the question mark box and would eventually be phased out.
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