Company Description of 21st Wear - Coursework Example

The US market share is captured by major players such as Nike, Addidas, Reebok, Fila, Timberland, Asics and Converse, and others. Among them, Nike might be considered the main competitor of 21st Wear as the company also targets young customers. However, the products of Nike are quite high priced due to its premium brand image as compared to others. This can be treated as an advantage for 21st Wear to enter the market of the US. The company can follow a penetration pricing strategy by offering the products at lower prices as compared to the main competitors to penetrate the market successfully. This can enable 21st Wear to enhance its awareness as well as brand equity among the customers. As 21st Wear mainly centers on teenage sportswear, it should introduce new trendy designs at a low price and promote them through the Internet because majority of the teenage customers are consistent online buyers (Magazine Publishers of America, 2004).

Furthermore, as 21st Wear is targeting a particular segment, it should include a strong distribution channel and an effective product positioning strategy by focusing on product features such as quality, color, and style to establish its brand name in the growing competitive environment of the industry. The company 21st Wear should introduce numerous stores in renowned places in the US along with proper availability of its products and it should follow direct selling of the products to the customers. Moreover, 21st Wear should use a market penetration strategy to enter the market of the US as it is highly competitive. Thus, these strategies can assist 21stWearr to differentiate its products from others in the market (Kotler, 1999).
Company Description

21st Wear is a US-based sportswear company. It intends to offer high-quality sportswear products at a reasonable price, especially focusing on the requirements of teenage customers. The company renders products in different colors and trendy styles which are designed by using good quality fabric and the latest techniques. 21st Wear sports products are mainly targeted to teenage customers under the age group of 13-18. The product line of the company includes varied types of products such as T-shirts for boys and girls, jerseys, sports shoes, shorts, sports sweaters, pants, skirts, athletic shirts, hoodies, tracksuits, and gloves. Read More