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New Balance Athletic Shoe Company

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New Balance Athletic Shoe Company

New Balance Athletic Shoe Company has a difficult problem?how to compete in the highly competitive athletic shoe market against such industry giants a Nike and Adidas/Reebok. The company does have certain advantages; it makes a quality product, has a good reputation with distributors and retailers, has brand loyal customers, and is the only athletic shoe that offers width sizes. Your job as a strategic planning consultant is to formulate a market-coverage and positioning strategy for New Balance's American operations.

Consider the company's resources, the degree of product variability, market variability, and competitor's marketing strategies when making your recommendations.

Secondary research will be necessary to complete this assignment. Recommended sources include:

Internet Search
Magazines (Runners World)
Company Web Sites
Analysts' Reports
Product Literature

The paper will be double spaced, pages numbered, and will have a title page. The following sections will be included:

(1) Present Situation
(2) Problem Identification (SWOT)
(3) Alternatives
(4) Analysis
(5) Recommendations

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Solution Summary

New Balance Athletic Shoe Company has a difficult problem?how to compete in the highly competitive athletic shoe market against such industry giants a Nike and Adidas/Reebok. The company does have certain advantages; it makes a quality product, has a good reputation with distributors and retailers, has brand loyal customers, and is the only athletic shoe that offers width sizes. Your job as a strategic planning consultant is to formulate a market-coverage and positioning strategy for New Balance's American operations.

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