ata de un pivote estratégico razona

ata de un pivote estratégico razona

Postautor: yaya2017 » 5 gru 2017, o 05:40

Matt Powell, un analista de zapatillas de NPD Nike Air Max 95 Femme Group Inc., dijo que las ventas de Cortez este a?o han sido "muy menores", incluso con el bombardeo de los medios. "Ningún minorista me está hablando sobre este zapato", dijo. El insulto a la lesión es el costo de toda esta "creación de demanda", que consume el 10 por ciento de los ingresos. Hadid, Lamar y esos excelentes fotógrafos no son baratos. Todavía hay muchas patadas de Cortez, tanto estándar como esotéricas, que llenan las estanterías de Stadium Goods, que tiene dos tiendas de zapatillas en el bajo Manhattan. "Parte del impulso Nike Roshe Run Femme de marketing definitivamente ha resonado", dijo el propietario John McPheters. "A pesar de que no se ha convertido en un zapato de alto volumen para nosotros. Nike se negó a comentar sobre la suerte del zapato o dar una idea de cómo ha gastado dinero en su campa?a de Cortez. El fracaso de los Cortez para ganar tracción es doble Sorprendente porque, después de todo, reintroducir un zapato viejo es una estrategia bastante de bajo riesgo. La economía es atractiva ya que la demanda ha sido probada y la estructura de costos es escasa. El proceso de investigación y desarrollo de un zapato de hace décadas como Cortez es esencialmente un interno que dice: "?Y si los hiciéramos en terciopelo?" (Lo hicieron). Además, el valor de esas ruedas de la vieja escuela radica en esa historia. El experimento de Cortez es similar a Ferrari con nuevas Adidas Superstar Femme Fleur versiones de sus autos de carrera de 1962, El zapato fue el principal producto de la compa?ía cuando Nike se convirtió en Nike. "Realmente fue el zapato que lo comenzó todo", dijo Jordan Geller, fundador de Shoezeum, apodado el mejor museo de zapatillas deportivas. En un momento, la colección Nike Air Pegasus 83 Homme de Geller tenía 30 pares de los Cortez, el más querido de whi Ch le costó $ 300. Cuando se mudó del Shoezeum a Las Vegas, se instaló en un edificio al lado del hotel El Cortez. "Lo consideré una buena se?al", dijo.
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Financieramente, Nike dijo que todavía está en camino a vender $ 50 mil millones, y todavía tiene algunos de los mejores zapatos en el mercado; este a?o, incluye el Roshe y el mencionado Air Max 97. Lo que es preocupante es la poca atención que los consumidores parecen haber prestado a su comercialización. En el panorama de UGG Boots UK los medios de hoy en día, es más difícil de lo que solía ser ganar en piezas grandes y pulidas que cubre el paisaje, el tipo de campa?a que construyó Nike a través de la carrera de Michael Jordan. Ahora las compa?ías tienen que anotar en el juego, teniendo las personas correctas en los lugares Nike Air Max 90 Femme correctos haciendo una serie de decisiones peque?as y hábiles en las redes sociales y en las tiendas. Al reiniciar la línea Stan Smith, Adidas dise?ó una campa?a que era más peluda que mancha. Primero, silenciosamente los sacó del mercado. Luego envió pares personalizados para seleccionar celebridades mientras se preparaba para aumentar la producción. El enfoque sutil ayudó a acelerar el impulso "normcore" que las zapatillas ya tenían en el circuito de la moda. Al final, Stan Smith se incendió porque un famoso dise?ador usualmente llevaba un par en una pasarela de París, sin necesidad de una foto de lujo. McPheters, en Stadium Goods, dijo que el reinicio de Air Max 97 ha sido un éxito, en parte, porque fue menos publicitado. "No es algo que hayan estado orde?ando durante a?os", dijo. Nike, por su parte, registró una caída Nike Air Max 1 Femme adicional del 3 por ciento en las ventas en Norteamérica en septiembre y dijo que dejaría de reportar futuros pedidos. Un poco más de un a?o después de su anuncio inicial, el CEO Parker ya no habla de los Cortez. No lo mencionó durante el cónclave anual de la compa?ía con analistas de Wall Street en octubre, aunque llamó a varios otros modelos. De hecho, la compa?ía solo hizo referencia a los estilos "clásicos" dos veces ese día, mientras que pregonó "innovación" 96 veces.
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El futuro de Nike, dijo Parker, está en el modelado en 3D, un sistema acelerado para dise?ar nuevas zapatillas y ser una empresa orientada a "servir mejor al consumidor personalmente, a gran escala". En resumen, la compa?ía reaccionará cada vez más ante su cliente, en lugar de esperar que ocurra lo contrario. Su experiencia con el reinicio de Cortez, aunque sea Nike Air Max 2017 Femme de bajo costo, dado el tama?o de la empresa, muestra que se trata de un pivote estratégico razonable. Sin embargo, Nike no ha renunciado por completo al viejo zapato. La compa?ía está trabajando en una nueva versión de Cortez con Lamar. Los blogs de sneakers están alborotados. En sus ganancias más recientes, publicadas el jueves, Adidas reportó ventas de hasta 31% en Norteamérica a?o tras a?o. Esto sigue a una serie de trimestres con un crecimiento de las ganancias entre los veinte y los treinta y tantos. Contrasta eso con los dos mayores competidores de Adidas en los EE. UU., Y la diferencia no podría ser más evidente. En sus ganancias más recientes, Nike informó una disminución de las ventas del 3% en América del Norte. Under Armour, que Adidas aprobó a principios de este a?o para convertirse en el segundo mayor vendedor Nike Air Max 90 Femme de ropa deportiva en los EE. UU., Informó un descenso de más del 12% en sus últimas ganancias. Tanto Nike como Under Armour culpan a las duras condiciones en el mercado atlético actual, pero El éxito de Adidas arroja un poco de una llave en esa narrativa
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Re: ata de un pivote estratégico razona

Postautor: met » 5 gru 2017, o 11:46

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