Skechers

Skechers

Question 1

Skechers is a U.S. engaged in the manufacture of footwear, whose main facilities are located in Manhattan Beach, California. It was founded by Robert Greenberg, the same that created the brand LA Gear shoes. After selling it in 1992, Greenberg started Skechers with your child as a distributor for the brand Dr. Martens, who launched her first shoe line in 1995.

The first products were Skechers Boots Dr. Martens style shoes and suede for skaters. Over time, the company has diversified to include thousands of styles of casual shoes that are sold on separate lines. Skechers has also covered the female market with the help of famous spokeswomen like Britney Spears, Christina Aguilera, the Spice Girls, Ashlee Simpson and Carrie Underwood.

Among the various lines are Skechers SOHO Lab, Unltd. by Marc Ecko , Rhino Red, Red by Marc Ecko, Zoo York, 310 Motoring, Mark Nason and BEBE Sport.

SKECHERS, a company that designs, develops and markets a wide range of footwear, presented its marketing strategy and advertising for the launch of its brand, formally, in our country from the hands of its official representative Charly Group (Sketchers, 2012).

As part of global strategy at the end of 1993 years Skechers has launched its branch, which took in sales of the product in foreign markets. Skechers brand appeared in Australia, New Zealand, Singapore and Spain. Today, thanks to a network of over 30 distributors, Skechers is available in over 100 countries around the world. In addition, through direct action Skechers, reaches Canada, Great Britain, France, Spain, Italy, Switzerland, Austria, Belgium, Netherlands and Luxembourg. In 2002 the company opened a huge point in Belgium, which became the headquarters directing the distribution to the countries of Europe.

In 1995 year, Skechers opened the first store in Manhattan Beach, California. To date, the company owns and operates a network of 95 stores up the brand image, including the first flagship store in New York at Times square, as well as showrooms in London, Paris, Frankfurt and Toronto. The network Skechers global influence, it should also include stores in Tokyo, Osaka, which is co-created along with the Achilles Corporation. Since 1999 year, Skechers USA , Inc., is listed on the New York Stock Exchange under the symbol SKX (Sketchers, 2012).

Question 2

Skechers' share in the global market has been increasing gradually. This is attributed to the diversification strategy that Skechers adopts. Skechers employs different strategies to target immediate consumers; athletes and other sportspeople. The targeting strategy includes general consumers, professional and celebrity athletes and college athletic teams. This strategy is helpful in reaching a large number of athletes. If the athletic team manager prefers a certain type of track shoes made by Skechers, the trainees will certainly buy them. The second targeting strategy that Skechers uses is the designing of product destination (Greenberg, 2004). For instance, if a celebrity athlete sponsors a specific brand of athletic shoes, the association will be considered successful. Consequently, the advertisement will reinforce this psychological effect. Finally, Skechers also targets the consumers who are prone ...