Swot Analysis Of Step Up

1. INTRODUCTION

Step Up is a new entrant to the New Zealand sport shoes industry. This company has been charged with generating a new a woman’s running shoes into the sport shoes marketplace, which will be called “S4U”. It is essential to gain markets in depth understanding so as to assure our marketing plan is successful for this new brand. Therefore, this report aims to develop an in-depth understanding of consumer within the selected target market. A detail profile of the customer including decision-making, motivations, personality, attitudes, reference group and age are the central focus of this report. Consequently, recommendation have been draw out in consistent with marketing mix. On the other hand, in order to keep confidential information about consumer, she will be called “T” throughout the report.

2. RECOMMENDATION

2.1. Product

To successfully launch S4U, Step Up needs to provide certain attributes to satisfy the target market need and want. From that point, stability is the most important attributes for a running shoe. Since Nike and Adidas are doing well in this feature. Thereby, Step Up must first

Firstly, the content of the advertising should emphasize S4U’s new attributes as well as stability. Step Up should bring stability attribute to reality in consumer’s perception, the use of the statement “Tender care your feet” is worth trying. Secondly, since the target market is looking for the need of social recognition as well as self-fulfillment, advertising should adopt endorsement who has confidence, high social status and successful life which is admired by many people. Additionally, advertising should convey a key message such as “S4U – your wishes your desired” to enhance the ad’s impact on consumers. Finally, advertising should use positive reinforcement by delivering the reinforcing ad’s message which focus on peer’s acceptance and