Skechers: A Checkered Past-Will it have a Stable Future?
The case is structured to achieve the following teaching objectives:
- Evaluate the product strategy to be adopted in an industry with fast changing customer preferences.
- Create a marketing strategy to connect with a wide range of customer categories.
- Analyze the possible impact on brand value following negative publicity for a product.
|SKECHERS’ PRODUCT STRATEGY|
|THE REBOUND||THE ROAD AHEAD||EXHIBITS|
Skechers,Footwear Industry,Publicity,Brand Management,Consumer Centric,Market Positioning,Brand Image,Market Segmentation,Targeting,Market Trends,Fashion,Celebrity Endorsement,Imitation,Marketing Message,Entrepreneurship