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BUS104 Introduction to Marketing

Question

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Task

Read the case study: Converse: Letting Customers Co-author the Brand Story (Kotler & Armstrong, 2018, pp. 463-464) – attached.
 
Answer all questions below, mainly using facts from the Converse case study. (Other information may be sourced and referenced if needed.)
 
1. Which macroenvironmental forces are important in this case? Explain the impact of these forces on both marketing opportunities and marketing strategies for the Converse brand.

2. Which microenvironmental agents need to be considered? Who are the major brand competitors of Converse in the sneaker/sports shoe market? Explain the relationship between Converse and Nike.

3. What are the key elements of Nike’s customer-driven marketing strategy for its Converse brand? How has it built the right relationship with the right customers? (HINT: target segments and positioning)

4. Using the major segmentation variables for consumer markets, describe the target customer segment for the Converse brand.

5. Compare the marketing communication tools used by Nike for its lead brand (Nike Just Do It) versus its Converse brand.

6. Evaluate the success of Nike’s customer-driven marketing strategy for the Converse brand. (HINT: include facts from the case.)

BUS104 Introduction to Marketing

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BMA799-Strategic Management

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