Overcoming the hurdles of runaway growth

Article Abstract:

Nike Inc. has grown from $1 million in sales in 1971 to a projected $650 million in 1982, holding a 30 percent share of the athletic shoe market and overtaking Adidas for the top spot in the U.S. The company's executives looked forward to reaching $1 billion in sales very soon, but its rapid growth rate had caused problems, particularly its inability to develop new products for new markets, such as leisure products, a children's line, clothing, cleated shoes, and international marketing. Nike was able to ride the boom in recreational running to success, but the growth in the athletic shoe market is beginning to wane, and its managers are sure that the company's future success lies in new markets. The development and implementation of its new product and marketing plans are described.

Nike Inc., Athletic shoes

---

Dealing with the high cost of an inefficient sales force

Article Abstract:

Memorex Corp. was plagued with growing losses in early 1980, and while a program was implemented intended to turn the company's financial performance around, it was very slow in showing any tangible benefits. Its revenues had continued to grow, but the growth rate had slackened. Some form of corporate reorganization was required. While Memorex was best known to the general public for its magnetic tapes, the product line actually accounted for only 10 percent of revenues, with the balance coming from computer storage equipment. In order to regain market share and return to profitability, Memorex decided to restructure its sales operations. A description of the newly created sales organization at the company and the process of implementing the new system are provided.

Economic aspects, Human resource management, International business enterprises, Multinational corporations, Human resource planning, Business planning, Selling, Sales management, Sales personnel, Salespeople, Memorex Corp. Communications Group

---

'Smart' running shoes: the latest race between Adidas and Puma

Article Abstract:

Adidas Sportschuhfabriken Adi Dassler KG and Puma Sportschuhfabriken Rudolf Dassler KG are two West German running shoe manufacturers and marketers that are attempting to capture the growing international market for physical fitness equipment. Both firms have developed what they call 'smart' running shoes, equipped with sensors, microelectronic memories, and processors. Serious questions are raised by analysts as to the merits and marketability of the new shoes. Many claim they do not accurately measure distance or calories burned, and that at $100 a pair they are overpriced. The divergent marketing strategies developed by the two West German running shoe manufacturers and their history of competition in international markets are described.

Innovations, Marketing, Equipment and supplies, Footwear industry, Running, Adidas U.S.A. Inc., Puma USA

Similar abstracts:

• Abstracts: Sellling the dream. The challenge of building on an eight-degree slope. Challenging convention
• Abstracts: Taking the rise out of damp. What is rising damp? This article explores the issues and recommends that surveys be taken more seriously
• Abstracts: Deal size rising in the Northwest. How Crown put its seal on a complex deal
• Abstracts: John Willis: threading a path through the French way of doing business. The Other Banking Revolution: Wholesalers Look at Productivity
• Abstracts: Guidelines for marketing a new industrial product. Cooperation and conflict between industrial sales and production

This website is not affiliated with document authors or copyright owners. This page is provided for informational purposes only. Unintentional errors are possible.