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Swot of Converse

The document discusses SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis of Converse and outlines the marketing research process. It provides examples of Converse's strengths like creating an environment for Vietnamese creativity and limited products. Weaknesses include products only appealing to art lovers. Opportunities are factors bringing advantages like building reputation in the Vietnamese market. Threats are changes to avoid, like high controversy when launching products. The 5 steps of marketing research are identified as: 1) defining the problem 2) developing a research plan 3) data collection 4) information analysis and 5) data visualization and reporting.

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khanh Long
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682 views

Swot of Converse

The document discusses SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis of Converse and outlines the marketing research process. It provides examples of Converse's strengths like creating an environment for Vietnamese creativity and limited products. Weaknesses include products only appealing to art lovers. Opportunities are factors bringing advantages like building reputation in the Vietnamese market. Threats are changes to avoid, like high controversy when launching products. The 5 steps of marketing research are identified as: 1) defining the problem 2) developing a research plan 3) data collection 4) information analysis and 5) data visualization and reporting.

Uploaded by

khanh Long
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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SWOT OF CONVERSE

 Strengths

This is a resource and activity where the business is stronger than other
competitors. Including professional qualifications, related skills, work experience,
good educational background, wide and solid relationships, ...

EX: Creating an environment for Vietnamese creativity, limited product,...

 Weaknesses

Everything that businesses are inferior to competitors, including resources, skills,


relationships, ... Marketing strategies must avoid or limit weaknesses in order to
be able to succeed.

EX: the product is only suitable for art lovers, which makes it difficult to buy,...

 Opportunities

These are all factors that make up the changes in the market and in business
conditions that bring about the advantages in the business.

EX: Creating a great reputation in the Vietnamese market for branding,...

 Threats

These are dangerous changes that must be avoided or reconciled with marketing
strategies and measures. By analyzing environmental factors, potential threats to
the corporate brand will be identified.

From SWOT analysis, the marketing manager can develop a variety of strategic
marketing directions. For example: Using current powers to exploit opportunities,
overpower threats; Use new powers to exploit opportunities, overcome
threats, ...

EX: Highly controversial when launching a product,.....


MARKETING RESEARCH

Think of marketing research as a search for information that will help you succeed
in capturing market share. To begin, let’s consider the differences between
fundamental and applied research.

Fundamental research seeks to extend the boundaries of knowledge in a given


area and doesn’t necessarily solve your immediate problems. Nevertheless, it has
useful applications. It reveals information and relationships that could be useful at
a later date. For example, The Green Yogurt company conducted fundamental
research about consumer preferences for certain combinations of fruits, nuts, and
caramel that differ in sugar type and strength of sweetness.

Applied research gathers information to solve a specific problem or set of


problems. For instance, customers engaged in a blind taste test would respond
with what they specifically liked or disliked about a new yogurt product compared
to a competitor’s product. You would use this information to tune your business
plan, focus your advertising campaign, or improve your product

 FOCUSING YOUR RESEARCH

Marketing research focuses on understanding the customer, the company, and


the competition. These relationships are at the core of marketing research.
Companies must understand and respond to what customers want from their
products. However, this relationship is always influenced by competitors and how
their products are received by your market. Thus, you must clearly identify the
customer, company, and competition before developing a research project.

There are several important factors you must consider before you begin,
including:

• Your customers and competition


• Awareness and image of your product

• Product usage

• Undiagnosed problems with your product

• Customer desires and needs for new product development

 Marketing research process

To do marketing research, you need to follow the following steps:

1. Identify the 2. Develop a 3. Data 4.Information 5. Data


problem research plan collection analysis visualization
and reporting
1. Identify the problem:

Businesses need to identify a problem and research how to solve it.

The problem also needs to be completely defined, because if the problem is


too vague it will lead to waste of resources, and the problem is too detailed, it
will be difficult to draw exact conclusions.

In order to properly identify the problem, businesses need to answer some of


the following questions:

What needs to be studied (research content and scope)?


Why is research necessary (what decisions need to be made)?

EX: Shoes will be coming to the market soon,…

2. Develop a research plan:

This step involves gathering information needed for a research goal:

Data source: Researchers can collect data related to the research problem from
either the primary or secondary source. The main source is the primary data
source that is not included in research reports or external publications such as
secondary data sources.Approach: To collect data for the main data source, you
can use several methods such as:

Observational research: Researchers can gather information by observing what's


going on in a market, or interacting with customers to learn about their buying
experience.

Demographic research: A researcher studies an individual in a real-world situation


and is not influenced by any experimental factors. The purpose of this study is to:
understand a person's way of life, how to spend, use goods and services, what
they need, etc…

EX: 4P

• Product:

This is an idea created product, it is very limited in quantity and the purpose is
very meaningful with each number on it.

• Price:

This product is limited in quantity, but the price is not as high as about $ 185
compared to other limited board shoes of 300$ or more, it is very cheap.
VANS x Supply Chima Pro 2 Converse Cus…

• Place

This product will be sold only once at a designated location. Customers who love
the product will have to camp there.

• Promotion

There are many tactics we can use to promote products to potential customers,
including:

Advertising on the Internet, social media (FB,INS,..)

Through painting events to increase the coverage of the product.

Print leaflets.

3. Data collection

One of the most expensive methods of marketing research.

At this stage, the researcher needs to choose the most suitable method to collect
information.Many respondents may give inaccurate information due to product
bias or refusal to answer.

4. Information analysis
After collecting the information, you need to rearrange it so that the analysts can
do the analysis.

Some statistical techniques you can use are: averaging, scatter measurement, and
so on

5. Data visualization and reporting

After you complete your research, you need to consolidate the information you
find into reports for future analysis and use.

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