...Converse Converse es una marca de zapatos que fue creadas en 1908 en el Norte de Boston por el Marquis Mills. Al principio se crearon para proteger el pie en los inviernos frios de Nueva Inglaterra. En ese entonces, solo costaban uno cinco dólares americanos y se convirtió en el zapato mas usado en los centros penitenciarios de los estados unidos. Pero para diferenciarse de la competencia, Marquis Mills decide empezar a fabricar zapatos deportivos. Esto lleva a la creación de la gama Converse All Star en 1917. Los zapatos de baloncesto harán de Converse una gran empresa con una fama insuperable En 1921 contrataron al jugador de baloncesto Chuck Taylor para promocionar la marca y ser la imagen de Converse All Star y lo será hasta su jubilación en 1968. En 1932, para agradecerle a Taylor su labor de agente comercial y por contribuir al éxito de la marca, su nombre empezó a aparecer en el logo que se encuentra en el tobillo de la zapatilla. Desde ese entonces, la marca no deja de crecer y en 1984 fue el principal esponsor de los juegos olímpicos de Los Angeles. También se le asocia la marca a varias personalidades del mundo del tenis y del baloncesto como Magic Mike. Desde esa época, se han vendido mas de 750millones de pares Tras varias decenias, Converse empezó a perder fama y notoriedad hasta que, en 2003, Nike decidio comprar la marca. Las converse son unas zapatillas clásicas que todo el mundo tiene en sus armarios y que nunca pasan de moda ya que siempre se están...
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...CASO DE EMPRESA 1 Converse: Formación de la experiencia del cliente 1. ¿Cuáles son algunos ejemplos de las necesidades, los deseos y las demandas que demuestran los clientes de Converse? Diferencie estos tres conceptos. Necesidades • Converse se lanza al mercado con un producto de calzado para un nicho de mercado especifico que eran los equipos de baloncesto. Después de haber observado y entendido la necesidad de sus clientes, inventando un zapato para ser utilizado especialmente para jugar baloncesto mismo que empieza a ser muy popular en NBA y en los grupos amateur de baloncesto de los EE.UU. siendo esta una marca reconocida y aceptada no solo por sus clientes frecuentes sino también por otros grupos sociales. Deseos • Converse al iniciarse como un producto pionero de calzado deportivo para jugar baloncesto crea su fama satisfaciendo la necesidad de sus clientes tradicionales y no tradicionales a través de cumplir los deseos por medio del entendimiento de las necesidades culturales y de la personalidad de sus clientes. • Converse conserva su estilo y su diseño hasta el día de hoy con sus colores básicos que es negro y blanco mismo que pueden tener un toque individualista de sus dueños. Lo que le hace único y especial para sus clientes. Demandas • Converse se modifica y adapta de acuerdo a las necesidades de sus clientes nuevos y leales por muchas décadas conservando su estilo pero creando nuevas expectativas de su producto de tal manera...
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...Davidson who designed their swoosh logo in 1971 for only $35. In 1972, Blue Ribbon Sports changed the name to Nike, named after the Greek Goddess of Victory. In 1980, Nike, Inc. had overtaken the athletic footwear market without any advertisements. Nike's reputation in the athletic footwear industry grew by the spreading of positive reviews by athletes and consumers. Nike has created a positive image that has stuck to this day, and Nike remains the first choice for many athletes and consumers around the world. For example, by 1988 Nike's revenues reached to $1,203,440,000. In 1990, Nike opened Nike Town, which was the first retail stores for all Nike products. Nike still continues to grow, for instance it has bought Cole-Haan, Hurley, and Converse. The company’s main goal is to design and develop a world-wide brand of high quality footwear, apparel, equipment, and accessory products. Nike is mostly known for their popular and wide variety of shoes. There are many competitors that Nike has, for instance some of them are Addidas, Reebok, and Under Armour. Nike is setup as a matrix organizational structure, meaning there are multiple lines of authority. For instance, Nike has at least two managers in a single store and each employee reports to a team manage who then relays all progress reports to the department manager. Team managers and employees make decisions that regard specification and production while all department managers’ focus on...
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...Long Term Financial Planning Name: Institution: Date: Goal setting will have benefits for Nike. It is a very important managerial role for this incorporation. One of the benefits of setting the objectives is that it will improve the profitability of Nike. According to the Chief Financial Officer, the incorporation is looking forward to achieving a high single digit growth in revenue. The growth in EPS is expected to be in the range of 15% to 17%. In addition, the incorporation aims at having a 25% return on investments. The incorporation has divided its goals in terms of quarters in a financial year. The goals in this case are maintaining the DPS at 25% to 35% of total expenditure. By setting these goals, Nike Incorporation will be in a position to attain the objectives. In the absence of goal setting the incorporation would not have estimated an attainment of such goals. This is because the goals would not have been there in the first place (Blair, 2010). The second importance of goal setting to Nike Incorporation will be the increase in efficiency. Nike will be able to increase its efficiency since it will be brought about by the need to increase its profitability. For this incorporation to achieve a high performance there will be a need to improve the way it operates. At this point, this incorporation wishes to enhance its global retail business. This is intended to improve the customer experience of the different groups and also promote the idea category in all major markets...
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...Coaches sign six figure deals with shoe companies, like Nike, Reebok, Converse, and the players are the ones wearing the shoes and jerseys, the coaches have on whatever they want. Even though just recently the NCAA Committee allowed athletes to get a job; between schoolwork, and practices, they don"t have enough time to find a job. Most of the kids come from poor backgrounds, and don"t have enough money to do normal college things, like going out to eat, going on a date, or out to the movies. People believe that paying college athletes will ruin the tradition and innocence of the game. However, people forget that Olympians get paid, and most of them are amateur athletes. "Gold medallists from the United States receive a minimum of $15,000 for their success (from the U.S. Olympic Committee and the national governing body of the winner's sport), USA Today, Final Ed." These Olympians can also capitalize on endorsement deals and other additional bonuses, most of which are illegal in college athletics. The innocence of the game is already in jeopardy, in a June 24th, 1996 issue of The NCAA News, " Studies indicate that 75 percent of underclassmen have received cash or gifts from an agent." That"s a pretty high number, three out of every four are involved in illegal activities involving agents, and 90 percent of projected first round draft picks have had contact with an agent, (Steve Wulf, Time pg. 94). If they received some compensation for the hard work, this corruption would gradually...
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...top athletes wore NIKE gear and had top coverage. 2. NIKE has the ability to offer its products and brands wherever the need is. According to the NIKE SWOT quality Assurance Solutions, NIKE doesn’t own its factories; it contracts factories in 40 countries all round the world. This strength allows NIKE freedom to move or open factories whenever and wherever needed which allows NIKE brands to be sold in nearly all countries around the world. 3. NIKE products and brands appeal to everyone. Their are five brands each having its own connection to customers as noted in the 2014 NIKE CR Report: NIKE, Convers, Hurley, Jordan, and NIKE Golf. For example, NIKE attracts the serious athlete who wants the latest and the best gear and accessories; Converse attracts the street casual wearer with its apparel and accessories; Hurley is surfing and youth lifestyle footwear, apparel and accessories, and Jordan is for the die-hard Jordan fan as Jordan has direct involvement in this brand and lastly NIKE Golf that designs and market golf equipment, balls, bags and accessories. 4. NIKE, Inc. is very well branded among consumers and has a strong marketing plan that increases bran familiarity. Each brand connects across age and gender lines. Weakness: 1. NIKE, Inc. relies heavily on the profits gained from footwear products and not from other...
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...INTRODUCTION TO MARKETING (MKT333) Converse Case Study Converse dominated the basketball court for more than 40 years. The first U.S. Olympic basketball team wore them, Dr. J made them famous in the NBA. Punk rocker Joey Ramone made them standard issue for cult musicians. Today, a broad range of consumers, from the nerdiest of high school students to A-list celebrities, claim them as their own. What are they? Converse All Starts – more specifically, the famous Chuck Taylor All Stars known throughout the world as Cons, Connies, Convics, Verses, Chuckers, Chuckies, Chucks, to name a few. The “cool quotient” of the iconic Converse brand is unquestionable. How has the brand maintained its status decade after decade? The answer is: by doing nothing. This may seem an oversimplification but the folks who run Converse brand understand that in order to provide a meaningful customer experience, you have to just stand back and leave customers alone! Converse was founded in 1908 and introduced the canvas high-top sneaker in 1917. From the 1930s through the 1960s the Converse All Stars were the shoes to wear, even though they only came in the basic black and white until 1969. At that time, about 80% of all basketball players wore Converse. The sneaker market began to explode in the 1970s and 1980s. Athletic shoes became more specialized, more high-tech, and more expensive. As Nike, Adidas, and Reebok took over the market Converse experienced a financial roller coaster ride...
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...Dorothea Case Study 1 Converse: Shaping the Customer Experience 1. What are some examples of the needs, wants, and demands that Converse customers demonstrate? Differentiate these three concepts. Converse’s customers needed shoes that weren’t just seen as athletic shoes but into everyday footwear. They also demanded a shoe that was affordability unlike the other brands such as Nike, Adidas, and Reebok which were expensive back in the 1970s and 1980s and currently still are expensive. They wanted a shoe that would promote a sense of individuality which the Chucks were simple and had a classic look. Needs: Customers needed a shoe that was more than a basketball shoe Wants: Customers wanted a shoe that promotes individuality Demands: Customers demanded a shoe that was affordable 2. What are Converse and customers exchanging in the purchase transaction? Describe in detail all the facets of Converse’s product and its relationship with customers. Converse and their customers have a relationship like no other shoe brand has. Conserve relationship with their customers is simple they “leave the brand in the hands of the customers” (p.A2). Converse does not try too much to mess up the brands valuable customer-brand relationship. They allow their customers to do much of the marketing and advertising of the brand. They do what is called a “good party guest” approach to managing customer relationships. Their philosophy is to bring things to the table however listen more than...
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...Nike Corporate Team Case Executive Summary Nike has dominated the athletic apparel industry since its inception in 1964. Nike has been the industry leader for many decades and they still are finding new ways to grow. Through innovation and exceptional marketing Nike has become one of the best companies in the world. The history of Nike will help us understand how it became the successful company we know today. All companies are not without problems and competitive edges above the competition. The Analysis of Nike’s SWOT(strengths, weaknesses, opportunities, and threats) will help identify the the possibilities and weaknesses of Nike. The efficiency and effectiveness that is required of companies in this hyper competitive environment dictates whether a company succeeds or fails. Value chain analysis will exhibit the way Nike is always performing above the competition in its industry. Lastly, the discussion will talk about Nike's brand advertising and how the use of sports icons has increased their sales every year for over 30 years. History Nike has become one of the most well-known brands as of today. The way they have done business over the last fifty one years is why they have been so successful in their line of sports related products. Nike’s mission statement states “Bring inspiration and innovation to every athlete in the world”. Nike has been at the head of the pack all the way since the beginning. Nike was founded on January 25th, 1964. It was originally called Blue...
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...define the needs, wants, and demands of the Converse customer? Human needs are states of felt deprivation. Converse customers need converse shoes because they have physical need shoes to walk. They also have social need for Converse because they need shoes for belonging and affection. They also have individual needs for shoes because they want self-expression. Wants are the form human needs take as they are shaped by culture and individual personality. People wants Converse because they like the style and the design. They want Converse because Converse satisfied customers. Converse can make products want customers favor. This is why this brand is successful because it does nothing. Converse listen more to their customers rather than indicate. In addition, customers feel joyful because the brand do what customer want. When backed by buying power, wants become demands. Given customer wants and resource, customer demand Converse that add up to satisfaction. Customer have enough affection to the Converse and they buy the products. Please describe Converse’s “stand-back” approach. Is it appropriate? Effective? Converse’s “stand-back” approach is appropriate. Converse just stand back and leave the choice to customers. Converse see itself as one of making great products that customers want to wear. The brand positively and actively communicate with customers. In order to improve products, they try best to get feedbacks from customers. Converse creates value for customer and builds good...
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...CONVERSE Converse, Inc. is a designer, distributor and marketer of high-performance and casual athletic footwear and apparel for men, women and children. The Company's products primarily include athletic footwear distinguished by its sports classics, sports performance and sports lifestyle product categories, comprising approximately 37%, 27% and 36%, respectively, of the Company's sales. Converse generally targets young adults between the ages of 18-24 years of age. Converse is a brand of shoes that become part of a life style and apart of some cultures. It is very useful for the teenager because they can express ther self to the others. Converse uses unconventional recruiting, such as passing out flyers on the street, to find artists, musicians, and other creative types who’d make great retail staff. Employees are given nontraditional job titles (shopkeeper, product programmer, maestro, etc.) and wear their names on a piece of duct tape instead of a formal nametag. if you want customized shoes that no one else in the world will have, you can do it on your own your unique style of converse. The Future of Retail New customer journey had new engagement touch points across marketing, sales and service, and traditional retailers struggled to keep up. Every action and inaction the customers clicked on how much time they spent looking at certain products to their social activity and response to the email programs that helped online retailers pop-up or recommended product to drive...
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...Passion Blog #1 How can this lightweight, rubber sole, canvas body shoe, never become extinct? Converses have been around for a little over a century now, and yet people still wear them (the more modern version that is). Starting out as a basketball shoe, in the late 70s to 80s, these little shoes have now transformed into skateboarding, causal and even dance shoes on a global scale. The world seems to love there Chucks. In the music world, rapper/ songwriter Wiz Khalifa has become the new face for Nike Converses. This 25 year old, Pittsburg native has taken the plain average converse and transformed it into so much more by creating a personal label based on this sneaker. His record label Taylor Gang derived from his previous high school Taylor Allderdice High school has fully embodied this stylish phase. They from a collaboration with the common Converse shoe with a record label therefore resulting in a successful clothing line. If you every run into a picture of Wiz or see him in concert a pair of chucks are always on his feet. He made wearing red Chuck Taylors a fad worn by inner city teens everywhere, representing Taylor Gang. Now besides chucks being a popular shoe, have you ever thought what makes them so popular? I have come to the conclusion that it is a result of its versatility. These shoes come in every color, pattern high-top or low-top, or size you can think of and if they happen not to have the right cheetah print on the left side you can customize it...
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...Nike READ THE ARTICLE BELOW ON NIKE. There must be few people in the world who are not aware of the athletic footwear company, Nike. Since 1972, it has earned billions of dollars in the USA and around the world, selling footwear and later other items of clothing. Now the brand has been extended1to watches and many other products. Nike’s success suggests2 that everybody loves Nike, but if you type the name into the search engine3 on your computer, you will find many sites protesting against Nike and calling for a boycott on Nike products. Most of these focus on the employment conditions4 in the factories where the footwear is made. . -\ How does a company react to organised5 negative publicity? What would you do? What has Nike done? Before you read on answer these questions: ■ What does Nike produce? ■ What do you associate6 with the 'brand7' Nike? ■ Why do some people not love Nike? The History of Nike The origins of the company grew from the University of Oregon in the United States. American universities are fiercely proud of8 their achievements9 on the sports held. Promising athletes10 can win 'sports scholarships11’ which fund12 their university education whilst1 they represent the university teams. Universities hire the best 3 sports coaches1 and build the best stadiums. 4 Extended: udvidet • zsuggests: antyder • 3search engine: søgem askine * 4empIoyment conditions: arbejdsforhold * 5organized: organiseret • 6associate:...
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...1. The macro-environmental factors that influence Nike’s strategy include culture, demographics, social issues, technological advances, economic situation, and political and regulatory environment. Culture is the shared meanings, beliefs, morals, values and customs of a group of people. In America, Nike has become an industry leader that influences our cultural practices. It is widely accepted as the premier retail brand by all age groups. Nike has done a great job of advertising to various generational cohorts and expanding its brand. Nike’s distinguishable products have become a household name on the global scale. Nike has to specifically consider the “country culture” of not only the countries where it sells product, but the cultures of the countries where the products are manufactured. Country culture attributes include behavior, dress, symbols, physical settings, ceremonies, language, and colors. Identifying and navigating some of the more subtle aspects is difficult but necessary for global firms. Demographics indicate the characteristics of human populations and segments, especially those used to identify consumer markets. Demographics include age, gender, race, and income. Nike uses marketing ads to target different segments of demographics. For example, Nike’s version of the toning shoe is designed to specifically appeal to women. Social issues influence consumer behavior around the world. Recently, there has been a heavy emphasis on thrift, health and wellness...
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...Nike, Inc. Where Nike has no limits, only goals Child Labor Activist 09/02/2015 Table of Contents I. Executive Summary ………………………………………………………….. 1 II. Introduction ………………………………………………………………....... 2 III. Roots ………………………………………………………………………….. 3 IV. Taking Care of Goals ………………………………………………………… 4 V. Labor Scandal ………………………………………………………………… 5 VI. Wages ………………………………………………………………………… 6 VII. Boiling Water ……………………………………………………………….... 7 VIII. The Stakeholders …………………………………………………………...... 10 IX. Conclusion ……………………………………………………………………. 11 I. Executive Summary Nike is a name brand known for its sports athletic gear. This report will examine the issues of Nike on a controversial dilemma in which Nike is ethically responsible for manufacturing its goods. Nike has been known to be a sponsor for the highest paid names in the sports industry. Michael Jordan and Tiger Woods are two of many that benefit from the Nike endorsements. Analytically speaking large corporations like Nike Inc. tend to contract a large portion of factories overseas to avoid the strict working regulations in the United States. These third world countries like Cambodia, Vietnam, Pakistan, China, Korea, and Taiwan provide access to readily abundant cheap labor. Nike believed investing in developing countries to manufacture their products which led them to their current multi-billion dollar success. The exploitation scandal of Nike’s success includes labor issues, under age child...
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