Marketing Rollerblades
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1. What trends in the environmental forces (social, economic, technological, competitive, and regulatory) identified in Figure 1-3 on page three of the attachment (a) work for and (b) work against Rollerblade's potential growth in the twenty-first century?
2. Compare the marketing goals for Rollerblade (a) in 1986 when Rollerblade was launched and (b) today.
3. What kind of focused communication and promotion actions might Rollerblade take to reach the (a) recreational and (b) children market segments? For some starting ideas, visit rollerblade.com.
4. In searching for global markets to enter, (a) what are some criteria that Rollerblade should use to select countries to enter, and (b) what three or four countries meet these criteria best and are the most likely candidates?
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Marketing Rollerblades is discussed in great detail in this solution.
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1. What trends in the environmental forces (social, economic, technological, competitive, and regulatory) identified in Figure 1-3 on page three of the attachment (a) work for and (b) work against Rollerblade's potential growth in the twenty-first century?
Rollerblade in the 21st century is having the technological force in its favor. Product differentiation and innovation has been the hallmark of Rollerblade in the 21st century. Be it he total fit system, micro blade extendable skate adjust system or shell ventilation. Or, launching the strategy of reaching each customer separately through the Internet. The idea of getting feedback and ideas at a lower cost would not have been possible without technology.
Socially, the use of skates by school student is one factor that makes the marketing of Rollerblade effective. In addition, the social forces in part fuel the local hero purchases. Further, the company has benefited from the social forces that have fuelled the growth of sales in the fitness segment.
Competitive ...
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