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UK Footwear Market - Case Study Example

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The author of this case study "UK Footwear Market" touches upon the UK that has been facing challenges in both retail and apparel market. According to the text, footwear is on the major side of influence where market received shortcoming of brands and lack of customer response in 2008 fiscal…
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UK Footwear Market
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Download file to see previous pages In sports footwear, the market has remained stagnant as experts and trainers have preferred the same old trend of quality and functioning despite the new fashion trend and labeled marketing. This has maintained the position of UK’s sports brands as they have been emphasizing on the old market trends and have remained stable on reliability and sustenance attributes. One of the reasons for holding a strong market position in sportswear is that brands “Nike”, “Reebok”, and “Adidas” have been firm on understanding consumer satisfaction (Key Note 2012). They have understood what customers want and what their preferences are on premium shoe wear collections. Meanwhile, the market is showing decent customer response in the recent time which means that it holds a great place for upcoming brands in the UK footwear segment (Key Note 2012). This report is going to analyze the position of the UK footwear market, where the aim is to evaluate UK brands in terms of their marketing strategies. The first part (overview) will access UK footwear companies in terms of marketing tactics (segmentation and positioning), and the second part (conclusion) will comprise a relationship between findings and evaluation (Vieceli and Valos 1998). Marketing Concepts Market Segmentation “Segmentation is a process of market dissection, which means dividing the market into segments and in positions where market holds the greatest opportunity for a respective brand, its products, and services” (Vieceli and Valos 1998). The concept relates to the division of the market in respect of customer behaviors, perceptions, and opinions. This is one promotional process that finds a starting way for a brand to generate its demand in terms of the values from the consumers (Vieceli and Valos, 1998, pp.137). Market Targeting and Positioning Targeting and positioning are further parts of the market segmentation process. They are close to the promotion of a brand and are leading processes to stabilize the position of the brand in a new market place. Targeting is the secondary process which is headed on once segmentation gets completed. The targeting process identifies the place of a brand within the pre-identified market segments and positioning is what grapples the place of a brand’s products within the preset target market. By completing segmentation and positioning, the company adjusts its place in a new target market and this is for the long term basis (Cant, Strydom and Jooste 2009). Overview of the UK Footwear Market Here is an overview of the UK footwear market, which is to analyze the position of the footwear industry in the UK market segment. The analyses will evaluate the brands in terms of their marketing strategies (segmentation, targeting, positioning) in order to see how the brands place their products in terms of UK footwear customer (Vieceli and Valos 1998). The UK is the place of diversity, a place where consumers are on changing market trends. Whether it is cloth wear or shoe wear, all segments are varying and with modifying market trends. In footwear, loyalty stands for diversified shoe brands. The brands which are unique in designs and are peculiar in features are in a good place and standing in the market. For such reason companies in the footwear section hold diversity as a key to progress (Goodman 2011). It is one method/trait that settles UK shoe brands to parallel customer response and relationship. ...Download file to see next pagesRead More
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