The United States Athletic Footwear Market

The United States Athletic Footwear Market University of Bradford - BSc (Hons) Business and Management Studies Foundations of Marketing MAN0105M - Level 1 Intakes 52-55Page 0 of 23Table of ContentsExecutive Summary ....................................................................................................... 11. The US Athletic Footwear Market ............................................................................. 22. Market Segmentation ................................................................................................. 43. Segment Targeting ..................................................................................................... 84. Market Positioning (4Ps) ......................................................................................... 114.1 Product ........................................................................................................... 114.2 Promotion....................................................................................................... 13 4.3 Price ............................................................................................................... 154.4 Place ............................................................................................................... 175. Conclusion ............................................................................................................... 186. Reference list............................................................................................................ 19Textbook............................................................................................................... 19Website ................................................................................................................. 197. Bibliography............................................................................................................. 22University of Bradford - BSc (Hons) Business and Management Studies Foundations of Marketing MAN0105M - Level 1 Intakes 52-55Page 1 of 23Executive SummaryThis piece of marketing research is commissioned to evaluate and examine the athleticfootwear market why this market is lucrative and potentially profitable and creating a productthat would seem fitting and fruitful in the company's future as the focal point of our nextmarketing campaign.The research draws attention to the fact that the United States athletic footwear market hasshown reasonable growth in sales in the past few years (NPD Group, Inc., 2013) with thespecific of the children footwear market growing twelve percent between 2011 to 2012 (NPDGroup, Inc., 2013). Further investigation reveals that the children footwear market that wehave targeted is the ideal segment to target due to the enormous increase in US gross domesticproducts since 1950 (US Government Spending, 2013), parents can afford better needs, desireand luxury for their children. Moreover, children of generation Y and Z are very synchronisedwithin their social circle by the mea ns of social networking and media. The active user ofsuch social media, Facebook, has gained a four hundred percent increase in the past decade(Kissmetrics, 2013).Our research evaluate and concluded that it is important...Buffalo and Fort Erie Public Bridge Authority