컨버스 CONVERS 뉴 마케팅전략(영문)

컨버스 CONVERS 뉴 마케팅전략(영문)

컨버스 CONVERS 뉴 마케팅전략(영문).docx

목차 1. About Converse 2. Analysis of Converse 2.1 4P 2.2 Positioning 2.2 SWOT 3. Problems of Converse 3.1 Survey 3.2 Distribution & Promotion 4. How to Change 4.1 Objectives 4.2 Targeting and Positioning 4.3 4P 4.4 IMC 본문 1. About CONVERSE 1-1.Time Line 1908: Capital investment of $250,000 by Marquis Mills Converse establishes Converse Rubber Co. in Malden, Massachusetts with 15 employees. 1921: Chuck Taylor joins Converse with idea for all star improvement. 1962: Converse develops a low cut version of the All Star sneaker, shoe of choice of pro players and those looking for a laid back lifestyle. 1974: Launch of "One Star" a low cut performance shoe later adopted by surfers and skaters as a retro, alternative lifestyle look. 1983: Converse stock became available on the NASDAQ exchange. 1984: Contracts for manufacturing, distribution and sales of Converse footwear in Japan. International expansion becomes a focus. 1995: Converse named official shoe of NBA. 2003: Converse is acquired by Nike, Inc. 2008: Celebrates 100th Anniversary. 키워드 마케팅전략, CONVERS, 컨버스, 마케팅, 영문, IMC, SWOT