Situational Analysis for Athletic Footwear

Over the years, athletic shoes have not only been crucial in sports and fitness but have also made a significant impact in fashion and marketing. The shoe industry had come a long way from its origins in the 19th century when Wait Webster introduced "Plimsolls" - shoes with thin material and rubber soles (Chilton, 2020). The industry has come a long way and is now worth billions of dollars, with predictions that it will exceed 196.5 billion by 2030 (Facts & Factors, 2023). To gain insight into market trends and consumer preferences, as well as evaluate the competition and identify strengths, weaknesses, opportunities, and threats, known as SWOT, is valuable for organizations to conduct a situational analysis (Tuten, 2021).

Internal Factors for Athletic Footwear

Strengths:

• Product Design- Companies that produce athletic footwear focus on design, technology, and materials to develop exceptional products that attract and satisfy their target audience (Promjun et al., 2012).

• Creating effective marketing and advertising campaigns consistentwith the organization's brand and financial plan.

• Brand recognition and customerloyalty

Weaknesses:

• Access to ethical suppliers or vendors who work with materials

• Supply shortages

• High production costs due to labor

External Factors for Athletic Footwear

Opportunities:

• The demand for athletic footwear continues to increase globally (Fact & Factors, 2023).

• Increasing health and fitness awareness among consumers (Stasha, 2023)

• Emerging markets, such as countries or regions, with high growth potential due to increasing consumer demand or economic growth. There is a persistent demand for athletic footwear in countries like China, Brazil, Indonesia, and Japan, driven by consumers seeking high-quality products. (Research & Markets, 2022).

Threats:

• Competition from other athletic footwear brands

• Economic downturns and fluctuations in consumer spending

• Changes in consumer preferences and fashion trends

Communication Objectives and Budget for Athletic Footwear IMC Campaign

Definingthe direction, time frame, performance measurement mechanism, and budget for an athleticfootwear IMC campaign is essential to achieve the communication goals while makingthe most of the allocated budget. Precise objectives will provide a clear vision for the campaign, a realistic timeline for its execution, a way to gauge its effectiveness, and an efficient allocation of resources. By following these steps, the brand can achieve its communicationobjectives and maximize its return on investment