Skechers is an athletic shoe company that started in 1992
and is one of the well-recognized shoe companies. They target on customer
needs, choose the right style, and are used limited resources to provide
customer good qualities of shoes. The company do market research to evaluate
consumer needs by analyzes the process of customers. It promotes through
personal selling, sales promotion (short term), public relations, and
advertising, which contains all form of media. For example, their products are
in magazines, TV shows, internet, and all other media. Skechers uses target
market, which target people between ages of 12 and 24. In identifying market
segments to target the right customers, it uses geographical, demographic,
psychographic, and product needs. It also differentiates itself from other shoe
companies by investing time that builds the brand that carries lifestyle and
cool footwear. It also assures maximum distribution potential without
overreaching its market.
There are a lot of products that have high utility and there
are those that have really low utility for me. For example, I spent a lot of
money on chocolate, because they are just way too delicious. Chocolate just
makes my day happy. However, diamonds for me has a low utility. I don’t get the
point of diamonds. They are shiny, but you can’t do anything with it.
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