runners world: CASE STUDY
Sue Koenig established Runner World in 1987 at age of 24. The Shop was an immediate success due to certain reasons that are still part of her present strategy. One of the most important factors that contributed to her success was herself: a nationally acknowledged runner. This helped her attract customers as people find it easier to trust someone who was well aware of the needs of runners.
Secondly, when she started her business the fitness craze has just hit the country and people were ready to buy shoes specifically design for running. Thirdly, she had super quality Nike shoes that boosted her profits and added to the number of her regular buyers. However, soon her profits stabilized and her shop has entered the maturity stage of its life cycle.
However, the market in which operated is at a different stage. It is expanding rapidly and is in its growth stage. Runner World now faces new and fierce competition from all around her - especially from departmental and retail stores such as Foot Locker and Wal-Mart that offer a large variety of shoes.
Trends in fitness and sport world have changed drastically. Many people have given up serious running and are into more milder and flexible sports. In her desperate need to expand,...
Varieties such as fashionable sport wear, high, low and mid tops along with shoes custom designed to the foot of the players have come up ("Tennis Shoes History"). The tennis shoe manufacture industry has come a long way as well. There are a large number of companies competing against each other to produce the best quality of shoes for their customers. Some of them include Nike, Lacoste, New Balance Adidas,
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