Selling Soccer Shoes

Paper Summary:

The writer describes to the client the importance of knowing the audience: The people who are recently reinventing soccer as the world's most popular sport. The paper then illustrates the ways in which soccer shoes are currently flawed and proposes ways to improve the quality and therefore garner greater profits for the company.

From the Paper:

"The growing popularity of soccer on both an amateur and professional level has brought renewed focus to what is the already the most popular sport on the face of the planet (Official Omonoia..., 1999). In short, this is the target audience for a more usable and desirable soccer shoe. The growing numbers of individuals who will become involved in soccer will discover that the orthodics available are not always what they need. Add to this all the individuals world wide who already play soccer who have had a less than satisfactory experience with their current brand of shoe, and the target audience is huge. Not to be forgotten are the shoe manufactures, plus the secondary and tertiary markets."

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