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The United States Athletic Footwear Market

6037 words - 24 pages

University of Bradford - BSc (Hons) Business and Management Studies Foundations of Marketing MAN0105M - Level 1 Intakes 52-55
Page 0 of 23
Table of Contents
Executive Summary ....................................................................................................... 1
1. The US Athletic Footwear Market ............................................................................. 2
2. Market Segmentation ................................................................................................. 4
3. Segment Targeting ..................................................................................................... 8
4. Market Positioning (4Ps) ......................................................................................... 11
4.1 Product ........................................................................................................... 11
4.2 Promotion....................................................................................................... 13
4.3 Price ............................................................................................................... 15
4.4 Place ............................................................................................................... 17
5. Conclusion ............................................................................................................... 18
6. Reference list............................................................................................................ 19
Textbook............................................................................................................... 19
Website ................................................................................................................. 19
7. Bibliography............................................................................................................. 22

University of Bradford - BSc (Hons) Business and Management Studies Foundations of Marketing MAN0105M - Level 1 Intakes 52-55
Page 1 of 23
Executive Summary
This piece of marketing research is commissioned to evaluate and examine the athletic
footwear market why this market is lucrative and potentially profitable and creating a product
that would seem fitting and fruitful in the company's future as the focal point of our next
marketing campaign.
The research draws attention to the fact that the United States athletic footwear market has
shown reasonable growth in sales in the past few years (NPD Group, Inc., 2013) with the
specific of the children footwear market growing twelve percent between 2011 to 2012 (NPD
Group, Inc., 2013). Further investigation reveals that the children footwear market that we
have targeted is the ideal segment to target due to the enormous increase in US gross domestic
products since 1950 (US Government Spending, 2013), parents can afford better needs, desire
and luxury for their children. Moreover, children of generation Y and Z are very synchronised
within their...

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