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Rollerblade

In: Business and Management

Submitted By kimberly0331
Words 851
Pages 4
Kimberly HeeJin Kang
09/11/2013
MKTG 2201

1. In 1987, the Rollerblade only had sales off less than USS 3 million, and Horwath defined her objective as growing the company and repositioning Rollerblade products. She, however, did not set specific organization objectives. Business planning is an ongoing process of making decision that guides the firm both in the short term and for the long term. “Growing company”, and “Repositioning the products” is just general mission for long term and big picture of the company. To be more effective, company needs to set specific, measurable, attainable and sustainable goal within the short term. Nonetheless, Horwath set a good marketing strategy, called “guerrilla marketing”. She furthered the marketing strategy through aggressive public relations plans, events, promoting, competitions, and other activities specific to inline skating; including the trend of aggressive skating. I think these aggressive also not conventional strategies were successful, because these strategies applied very well into “attention economy”, which means companies make money when they attract eyeballs rather than just dollar. Horwath considered the company’s target market as active adults between ages 18 and 35. Even though there were products for kids, she did set kids as target market. In my opinion, it would be better also targeting kids who are between 6 to 17 ages, because they have big potential possibility to become future customers of its company. However, she made a wise decision that choosing “market segment”, which means a distinct group of customers within a larger market who have similar preference and taste to one another in some way and whose needs differ from other customers in the larger market, rather than “mass market” that means all possible customer in a large market, regardless of the difference taste and preference in

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