The Jordan Brand's strongest aspect in there strategic planning first is that the brands owner is the greatest basketball player ever. This inspires buyers to want to buy the shoes because it gives them a connection that they are becoming more "Like Mike". The second part of there strategic planning is thee other NBA players who are endorsed by the Jordan Brand. The picture above shoes Michael Jordan (on the left) and Miami Heat superstar Dwayne Wade (on the right). Now with this it opens up a marker for Dwayne Wade's fans to purchase the Air Jordan shoe and the shoe that Dwayne Wade puts out under the Jordan Brand. With the Jordan Brand endorsing superstar players it gives them the upper hand over competitor's such as Adidas and Reebok because the fans of the superstar players want to wear the same shoes the superstars are wearing.
A weakness that the Jordan Brand has it the limited amount of sneaker it produces and its bizarre prices that continue to rise every year. Also they release a new sneaker every week which for most consumers doesn't fit in there weekly budget .
The Jordan Brand gives away free sneakers at basketball tournaments during the summer which attracts more fans to the phenomenal shoe because now they actually get a pair of sneakers for "FREE"
A major threat to the Jordan brand is of course it competitors who's prices are lower and quantities are higher. The competitors are also endorsing big name athletes to there brand to promote more shoes to a wider variety of fans. This leaves the Jordan Brand with a more reason to tighten up there belt to continue to have dominance over the sneaker market
No comments:
Post a Comment