Marketing case Essay Example | Topics and Well Written Essays - 1250 words

Marketing case - Essay Example ions were manifested regarding the introduction and marketing of casual runners and walkers in 11 new designs, instead of focusing on the 5 designs that the company has produced for the last 15 years. There are different symptoms that were identified in the case such as: (1) an eroding regional share; (2) eminent failure to increase the share in the broader market; (3) inability to cope with production of more designs using the present workforce; and (4) ineffective advertisements that confused old customers more than attracting new ones. From these symptoms, one could deduce that using the 5 Why Analysis: why was there an erosion in regional share? (could be due to increasing competition where more product options were available); why did they fail to increase the share in a broader market base despite increasing the number of designs? (could be due to their inability to cope with the required high quality expected of the products they produce); why were they unable to cope with the production of new designs (maybe their present staff of 35 production workers could not comply with the increased product designs or there were failure to detect the quality of work outsourced from t wo plants in South Korea); and, why was there ineffective advertisements (maybe due to the increase product designs, management could not focus on the product and marketing strategies that they want to project to the consumers). In this regard, after closer evaluation, the root problem actually stemmed from the overexpansion in product lines and designs that have not been supported by appropriate marketing strategies to enhance public awareness and to establish core competence and competitive advantage for a particularly strong product brand or line. 1. What had Henry done right? Actually, Henry was right in identifying that Pacer must respond to the changing and increasing demands of the athletic shoe market. The industry’s largest players begun to go after their established market