Letter

New Balance Athletic Shoe Inc.

Executive Summary

I. Statement of Objective

Increase the quality and efficiency of the company’s operational process.

To know if New balance needs to improve and what to improve with the great posibility of the union of the two great competition in the industry

To be able to know the effect of the fusion between the 2 companies.

II. Statement of Problem

A great problem faces the company with the knowledge that there is a great posibility as two of their greatest competitors combine thus creating a juggernaut in the industry.

III. Alternative Courses of action

Focusing on how they will improve their new initiative the NB2E, which would increase the quality and efficiency of the company’s operational process.

Should create brand awareness by investing on celebrity endorsements, advertisments, sponsorship of major events, etc.

Expand its market to not only adults but also producing products that would attract the younger generation and expand their distribution channels.

IV. Methods of Analysis

Porter’s 5 forces of Industry Attractiveness Analysis

SWOT analysis

Financial Analysis

V. Recommended course of action

With the knowledge of the posibility of the fusion of two great companies New Balance must change their “Endorsed by No One” principle and start investing on celebrity endorsements, advertisement and sponsorship of major events, which would make them more recognized in the industry thus boosting their sales. Innovation is a very crucial tool if you want to suceed in this type of industry you have to invest and to adapt to change thus they should think of expanding their market and distribution channels. Majority of the population now are teenagers therefore if they produce products that would attract the teens sales would increase and easier access to distribution channels is always a must.

VI. Outline and Implementation

Create brand awareness

Sign famous athletes to be the face of...