FOOTLOCKER

Footlocker

Table of Contents

SUMMARY1

Market Analysis1

Market Entry1

INTRODUCTION2

ANALYSIS OF BRANDING AND POSITIONING3

STANDARDIZATION AND ADAPTATION3

MARKET ANALYSIS4

MACRO-ENVIRONMENTAL ANALYSIS4

Pakistan4

Russia6

Major Changes7

MARKET SEGMENTS8

MARKET TRENDS9

REVIEW OF LOCAL CULTURE9

IMPLICATIONS FOR MARKET STRATEGY9

GLOBAL MARKETING INFORMATION SYSTEM10

MARKET ENTRY STRATEGIES10

CONCLUSION12

REFERENCES13

Footlocker

Summary

Market Analysis

For any company to enter a new market, analysis of market of the country in which any company aims to launch its operations needs to be done. Therefore, since Russia and Pakistan have been chosen by Footlocker, the company has to create a thorough market analysis to ensure success.

Market Entry

The two market entry strategies that Footlocker must adopt are niche marketing and reduction in prices. However, from the two the more important strategy is niche marketing. This is because of the factor of affordability as not all the people will be able to purchase from Footlocker because of high prices that the company is currently offering to the customers.

Introduction

Footlocker is a company that originated from the US and it mainly sells athletic branded shoes to the customers. Besides shoes, the company also sells clothing as well as various other kinds of accessories. There are many famous brands that the company sells. Some of the names of these brands are mentioned below.

Nike

Adidas

Reebok

Fila

The company is successful in the US. Therefore, it is also aiming to expand in the other countries outside the United States. For this reason, the two regions that the management of the company has chosen are Russia and Pakistan. The main reason why the company aims to expand its operations in these areas is to earn revenues. However, both these countries already have many competitors of the company that are already operating in Pakistan and Russia. Nevertheless, Footlocker has a competitive edge over the competitors that are already operating. Therefore, with reference to this another reason which serves as a competitive edge for the company is the availability of all the goods under one roof. This would enable the customers to purchase several brands from one shop. However, extensive research needs to be done by Footlocker to enter into new markets. Proper analysis and planning also has to be done and strategies need to be designed well. Focus is more importantly made on the two countries where Footlocker aims to expand which are Pakistan and Russia. For this purpose, analysis of the market needs to be done and the market trends need to be studied.

Formulating marketing strategies need the analysis of the macro-environment as this will play a major role in the launch of Footlocker in Pakistan and in Russia. Besides the analysis of macro-environment, trends and industry analysis of the footwear industry has also been done (Booz 2007, pp. 100).

Analysis of Branding and Positioning

Branding and positioning are two very important aspects. Brand matters because it serves as an identity for any product and this enables the people to differentiate it from other products that are available in the market. Footlocker must therefore brand itself in Pakistan and Russia. Moreover, positioning refers to what the people think about a brand. Footlocker must position itself in both the ...