New Balance Athletic Shoes Case Study

The problem is reviewing New Balance athletic shoes company. In this case it is clear that the company is facing some major problems. First, New Balance is behind other major competitors Nike, Adidas and Reebok in marketing. Unlike competitors, New Balance is not supposed to recommend celebrities. This makes them disadvantageous in brand building. This also led to the loss of company consciousness on a global scale due to lack of awareness at key sports events.

New Balance Sneakers Co., Ltd. Is the second largest running shoe manufacturer in the United States. Men's, ladies' sports shoes, sportswear, accessories are available in a wide range. New Balance Athletic Shoe, Inc. is a privately held company with more than 2,500 employees worldwide and selling products in more than 120 countries. The company has been operating for more than 30 years and has 12 subsidiaries worldwide including many Australia, New Zealand, UK, Canada, Japan and South Africa, a large number of licensees, joint ventures and distributors. The market share in the US rose from 2% in 1997 to 12% in 2003. (Http://www.newbalance.com./aboutus/where_we_are/index.html)

In 2004, New Balance Athletic Shoes Co., Ltd. became the largest sports shoes manufacturer in the United States. New Balance is known for its "uninhabited" position, 25% of the manufacturing industry in the US, is known for its unique original idea targeting middle-aged customers, has increased market share in competition and has acquired it . Violent sports shoes industry. In marketing, research on strategic marketing methods to satisfy customer satisfaction is being conducted. In the manufacturing industry, the research focuses on the importance of manufacturing process and quality planning and management of New Balance shoes. From a financial point of view, this research maintains quality while maintaining financial management. This report summarizes the difficulties faced by New Balance and the solution to the problems encountered.

First of all, New Balance's high quality footwear is well known. We have our own expertise in manufacturing sports shoes. New Balance sells various sneakers including running, cross training, walking, basketball, tennis, hiking, children's and outdoor shoes. It is the first company to invest in technology research and development as it is designed to provide the shoes that are most suitable for customers. Furthermore, in order to strengthen quality control, manufacturing of a certain proportion of sports shoes is continuing in the United States, but now, most footwear factories have moved to Asia.