An assessment of the LA Gear company's decision to move into the men's athletic shoe market.
Written in 2005; 1,610 words; 4 sources; APA; $ 55.95
Paper Summary:
This paper presents a marketing case study of the LA Gear company, which has decided to attempt to penetrate the men's athletic shoe market. The paper demonstrates how this decision evolved, beginning with the company's desire to capitalize on its strength in the women's athletic shoe market. The paper also considers the female coding of "fashion," and ways this might be overcome, or even turned into an asset, in marketing to men.
From the Paper:
"In seeking to sustain growth in the highly competitive athletic shoe market, LA Gear faces a double challenge. On the one hand its penetration of the women's athletic-shoe market is already strong..."
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