Chapter 6.1, Problem 2VC

Summary Introduction

Case summary:

Company N is multinational corporation that engages in manufacturing, development of worldwide marketing of footwear, clothing and equipment. It targets the professionals and consumers with the innovative shoes like sports shoes, tennis, soccer and basketball.

With the introduction of variety of products in the market it has gained a competitive advantage over their competitors like Company A, Company P and other competitors.

Company N introduces the Product Z high performance sneakers. It helps the marathon runners and it continuously invest heavily in developing advanced components in this product. Careful marketing is one of the key elements in the Company’s marketing shoes.

Through Product Z, company gained a product reputation and desirability within the target market. It dominates in basketball shoes in Country U. Later on, it gains brand name and customer’s loyalty.

To discuss: Whether Company N uses concentrated strategy or differentiated or undifferentiated strategy for targeting customers of athletic shoes.