Converse

In: Business and Management

Submitted By moni19
Words 863
Pages 4
CASO DE EMPRESA 1
Converse: Formación de la experiencia del cliente

1. ¿Cuáles son algunos ejemplos de las necesidades, los deseos y las demandas que demuestran los clientes de Converse? Diferencie estos tres conceptos.

Necesidades

• Converse se lanza al mercado con un producto de calzado para un nicho de mercado especifico que eran los equipos de baloncesto. Después de haber observado y entendido la necesidad de sus clientes, inventando un zapato para ser utilizado especialmente para jugar baloncesto mismo que empieza a ser muy popular en NBA y en los grupos amateur de baloncesto de los EE.UU. siendo esta una marca reconocida y aceptada no solo por sus clientes frecuentes sino también por otros grupos sociales.
Deseos

• Converse al iniciarse como un producto pionero de calzado deportivo para jugar baloncesto crea su fama satisfaciendo la necesidad de sus clientes tradicionales y no tradicionales a través de cumplir los deseos por medio del entendimiento de las necesidades culturales y de la personalidad de sus clientes.
• Converse conserva su estilo y su diseño hasta el día de hoy con sus colores básicos que es negro y blanco mismo que pueden tener un toque individualista de sus dueños. Lo que le hace único y especial para sus clientes.

Demandas

• Converse se modifica y adapta de acuerdo a las necesidades de sus clientes nuevos y leales por muchas décadas conservando su estilo pero creando nuevas expectativas de su producto de tal manera que los deseos y las demandas de sus clientes sea cumplida a un precio bajo para que pueda ser adquirido por sus clientes.
2. ¿Qué están intercambiando Converse y sus clientes en la transacción de compra? Describa en detalle todas las facetas del producto de Converse y su relación con los clientes.
Converse obtiene un ingreso económico a la empresa y el cliente recibe una satisfacción…...

Similar Documents

Converses

...Passion Blog #1 How can this lightweight, rubber sole, canvas body shoe, never become extinct? Converses have been around for a little over a century now, and yet people still wear them (the more modern version that is). Starting out as a basketball shoe, in the late 70s to 80s, these little shoes have now transformed into skateboarding, causal and even dance shoes on a global scale. The world seems to love there Chucks. In the music world, rapper/ songwriter Wiz Khalifa has become the new face for Nike Converses. This 25 year old, Pittsburg native has taken the plain average converse and transformed it into so much more by creating a personal label based on this sneaker. His record label Taylor Gang derived from his previous high school Taylor Allderdice High school has fully embodied this stylish phase. They from a collaboration with the common Converse shoe with a record label therefore resulting in a successful clothing line. If you every run into a picture of Wiz or see him in concert a pair of chucks are always on his feet. He made wearing red Chuck Taylors a fad worn by inner city teens everywhere, representing Taylor Gang. Now besides chucks being a popular shoe, have you ever thought what makes them so popular? I have come to the conclusion that it is a result of its versatility. These shoes come in every color, pattern high-top or low-top, or size you can think of and if they happen not to have the right cheetah print on the left side you can customize......

Words: 643 - Pages: 3

Converse Casestudy

...  Converse  Inc.   Situational  Analysis       ID:  936605550   ID:  911484064   ID:  933327329   ID:  919538922     ID:  938345647         Table  of  Contents   Company  Analysis  ………………………………………………………………………………………………………………………………..  3-­‐6                   Consumer  Analysis………………………………………………………………………………………………………………………….…….  6-­‐7                                                                                                     Product  Analysis……………………………………………………………………………………………………………………..…………….  7-­‐9   Competitive  Analysis…………………………………………………………………………………………………………………………….  9-­‐14   Market  Analysis…………………………………………………………………………………………………………………………………….  14-­‐15   Other  Considerations  (Past  and  Present  Communications)……………………………………………………………………  15-­‐17   SWOT………………………………………………………………………………………………………………………………………………….…  18-­‐19   Primary  Research  Considerations…………………………………………………………………………………………………………..  19   Work  Cited  and  Appendix………………………………………………………………………………………………………………………  20-­‐29               2     ID:  936605550   ID:  911484064   ID:  933327329 ...

Words: 8366 - Pages: 34

Converse

...CONVERSE Converse is an American shoe company that has been making shoes since the early 20th century. HR policies and practices are strategically aligned with the goals and objectives of the organization. The company’s values, commitments, and objectives are embedded in every HR policy and practice and the company’s commitment to quality, flexibility and to its customers are communicated verbally to the employees and are also communicated through the HR policies and practices of the company. For example in order to promote consumer-centric approach, flexibility, and quality among employees, the performance management system was designed to measure the behaviors and results that support the company’s goals and objectives. The change initiative was developed because Autoliv wanted to become more flexible, consumer-oriented and as a part of the company’s commitment to quality. The company wanted to invigorate its capabilities through the changes in HR policies and practices. The design and implementation of changes at Autoliv is still the responsibility of the top management. The CEO of Autoliv is the change leader that creates an appealing vision of the future and then develop a logical strategy for making it a reality. The CEO as the change leader also motivates people to pursue the vision. The company introduced a cultural change which focused on the human side of the organization with particular emphasis on HR policies and practices. In the cultural change......

Words: 1248 - Pages: 5

Marketing Plan Converse

... All sneaker companies need to recognize and appreciate Marquis M. Converse for creating Converse sneakers, which 60 percent of Americans own or have owned. Our group has a new marketing plan that we want to implement so that this company can get back to being one of the leading sneaker retailers in the world. Background It was in 1908 when in his late 30’s that Marquis Converse, who was a manager at a footwear manufacturing firm, opened the Converse Rubber Shoe Company in Malden, MA. Originally he began selling winterized rubber soled footwear for men, women and children. In 1915 after producing 4,000 pairs of shoes daily, Marquis began manufacturing athletic shoes for tennis. Two years later he designed and produced the world’s first performance basketball shoe called the Converse All Star. The new Converse All Star shoe helped revolutionize basketball. Synonymous with Converse sneakers is a logo on the shoes with the name Chuck Taylor. You may wonder why that appears on every sneaker and who is Chuck Taylor? Chuck Taylor was a basketball player for the Akron Firestones who sported the Converse All Star shoes while he introduced the game of basketball to Americans across the country. In 1921 he joined Converse to become the first player endorser. Two years later after publishing a retrospective on the first 60 years of basketball and teaching his first clinic at North Carolina State, Converse decided to add his name to its patch on the sneakers making Chuck......

Words: 5094 - Pages: 21

Case-Converse

...Caso de empresa 1. Converse: Formación de la experiencia del cliente. Juan de dios Lomelí Rivas 0150403 1.¿Cuáles son algunos ejemplos de las necesidades, los deseos y las demandas que demuestran los clientes de Converse? Diferencia estos tres conceptos. Necesidades: El cliente establece sus prioridades, si lo quiere, lo necesita etc. Los clientes de Converse, descubrieron una necesidad de tener un producto popular, accesible, y la forma perfecta de expresarse y sentirse dentro de una sociedad donde todos usaban este calzado tan popular. Demanda: La demanda empezaba con el precio de bajo, era la estrategia perfecta de adquisición del producto. Nos marcan que la capacidad de pago, es la diferencia entre el deseo y demanda, y encontrar un producto de buena calidad, y sobre todo de gran popularidad que era uso de distintas clases y sobre todo manejando un buen precio. Deseo: Los clientes de Converse, buscan la satisfacción de crear y expresarse con el uso del producto. No lo veían como un punto de solo el uso de un calzado, sino el darse cuenta que no lo tenían, buscan la manera de satisfacer este deseo y Converse, impulso para que su deseo lo pudieran expresar en su calzado y darles la oportunidad de decir quienes son, sus gustos, aspiraciones, etc. La campaña de deseo, era impulsar la marca en celebridades, así los clientes, verían el producto ahí y desearían tener ese calzado tan original y sobre todo porque lo usa una celebridad, que después se convertiría en su...

Words: 776 - Pages: 4

Development over Environment: a Pledge to Converse This Trend

...Development over Environment: A Pledge to Converse this Trend Introduction The second a child comes on this earth, since that moment he starts developing. For a better and positive development of that child, we proudly implicate for a better and hygienic environment. But in the present scenario, things are a bit different from that of past as yesterday was greener than today. Both development and environment are necessary elements for the survival of a society or a habitat but with the growing or developing economy, at some point of time one has to compromise with the environmental development. Developing nations like India, China, Brazil etc, which are developing economies are ranked in the list of top 10 Green House Gases (GHGs) emitters. It is, by this example, clear that the developing countries in the scale of economy are bigger polluters than the under-developed countries. The trend of development at the expense of environment is being strictly checked by the judiciary, municipal laws and international treaties and customs. Recently, the honourable Supreme Court of India has quoted that development is a trait of progressive society but shall not be made at the cost of environment. It does not take an environmental expert to realize that the world is changing. The global average surface temperature is rising and the rate of temperature increase has nearly doubled in the last 50 years. Many species are experiencing changes in their patterns of growth and migration due......

Words: 3902 - Pages: 16

Case Study

...demands that Converse customers demonstrate? Differentiate these three concepts. Needs are states of felt deprivation. In this case, the needs of customers are shoes. Wants are the form human needs take as they are shaped by culture and individual personality, which means that different people want different products. In this case, musicians may like Converse All Stars shoes that have simplicity and classic look. Young people want Converse shoes that express their individuality. Demands are human wants that are backed by buying power. In this case, Converse’ customers demand products that are cheap and comfortable. So that these people can not only get shoes they like, but also feel satisfied with the products. 2. What are Converse and customers exchanging in the purchase transaction? Describe in detail all the facets of Converse’s product and its relationship with customers. In the purchase transaction, Converse and customers exchange products (shoes), money, trust, and loyalty. The basic transaction is the commodity transaction, in which the customers get their preferred shoes, while Converse getting money. Converse provides their customers with inexpensive, comfortable, and special sneakers. So, customers like Converse and become loyal to it. Because of that, Converse’s customers will give Converse word-of-month promotion in return, and help Converse improve. In the whole purchase transaction, both Converse and its customers trust each other: Converse thinks......

Words: 858 - Pages: 4

Converse

...Converse Converse es una marca de zapatos que fue creadas en 1908 en el Norte de Boston por el Marquis Mills. Al principio se crearon para proteger el pie en los inviernos frios de Nueva Inglaterra. En ese entonces, solo costaban uno cinco dólares americanos y se convirtió en el zapato mas usado en los centros penitenciarios de los estados unidos. Pero para diferenciarse de la competencia, Marquis Mills decide empezar a fabricar zapatos deportivos. Esto lleva a la creación de la gama Converse All Star en 1917. Los zapatos de baloncesto harán de Converse una gran empresa con una fama insuperable En 1921 contrataron al jugador de baloncesto Chuck Taylor para promocionar la marca y ser la imagen de Converse All Star y lo será hasta su jubilación en 1968. En 1932, para agradecerle a Taylor su labor de agente comercial y por contribuir al éxito de la marca, su nombre empezó a aparecer en el logo que se encuentra en el tobillo de la zapatilla. Desde ese entonces, la marca no deja de crecer y en 1984 fue el principal esponsor de los juegos olímpicos de Los Angeles. También se le asocia la marca a varias personalidades del mundo del tenis y del baloncesto como Magic Mike. Desde esa época, se han vendido mas de 750millones de pares Tras varias decenias, Converse empezó a perder fama y notoriedad hasta que, en 2003, Nike decidio comprar la marca. Las converse son unas zapatillas clásicas que todo el mundo tiene en sus armarios y que nunca pasan de moda ya que siempre se......

Words: 319 - Pages: 2

Converse

...CONVERSE Converse, Inc. is a designer, distributor and marketer of high-performance and casual athletic footwear and apparel for men, women and children. The Company's products primarily include athletic footwear distinguished by its sports classics, sports performance and sports lifestyle product categories, comprising approximately 37%, 27% and 36%, respectively, of the Company's sales. Converse generally targets young adults between the ages of 18-24 years of age. Converse is a brand of shoes that become part of a life style and apart of some cultures. It is very useful for the teenager because they can express ther self to the others. Converse uses unconventional recruiting, such as passing out flyers on the street, to find artists, musicians, and other creative types who’d make great retail staff. Employees are given nontraditional job titles (shopkeeper, product programmer, maestro, etc.) and wear their names on a piece of duct tape instead of a formal nametag. if you want customized shoes that no one else in the world will have, you can do it on your own your unique style of converse. The Future of Retail New customer journey had new engagement touch points across marketing, sales and service, and traditional retailers struggled to keep up. Every action and inaction the customers clicked on how much time they spent looking at certain products to their social activity and response to the email programs that helped online retailers pop-up or recommended product to......

Words: 861 - Pages: 4

Marketing Plan - Converse

...All sneaker companies need to recognize and appreciate Marquis M. Converse for creating Converse sneakers, which 60 percent of Americans own or have owned. Our group has a new marketing plan that we want to implement so that this company can get back to being one of the leading sneaker retailers in the world. Background It was in 1908 when in his late 30’s that Marquis Converse, who was a manager at a footwear manufacturing firm, opened the Converse Rubber Shoe Company in Malden, MA. Originally he began selling winterized rubber soled footwear for men, women and children. In 1915 after producing 4,000 pairs of shoes daily, Marquis began manufacturing athletic shoes for tennis. Two years later he designed and produced the world’s first performance basketball shoe called the Converse All Star. The new Converse All Star shoe helped revolutionize basketball. Synonymous with Converse sneakers is a logo on the shoes with the name Chuck Taylor. You may wonder why that appears on every sneaker and who is Chuck Taylor? Chuck Taylor was a basketball player for the Akron Firestones who sported the Converse All Star shoes while he introduced the game of basketball to Americans across the country. In 1921 he joined Converse to become the first player endorser. Two years later after publishing a retrospective on the first 60 years of basketball and teaching his first clinic at North Carolina State, Converse decided to add his name to its patch on the sneakers making Chuck...

Words: 5819 - Pages: 24

Converse Health System - Case Study Analysis

...From your reading of the case describe the issue(s) or problem(s) which should be the focus of your case analysis. 1. Lack of reasonable and logical financial result: Ignore fixed and variable cost, ignore case mix and thus transfer pricing of $7,906 might not be reliable and accurate which is shown in Exhibit 4. 2. High transfer price of 14% (($1,204-$1,059)/($1,059) x 100%) increases lead to goal incongruence (Exhibit 6): Under the full charge method of transfer pricing, the St. Luke Hospital would charge the HMO $1204 (Case Mix B), the same as for other third party payers. The hospital operation managers would benefit from $1,204,000 in increased revenues as beds are filled by the HMO patient, but the HMO manager would be foolish to accept St Luke Hospital rate when his/her performance appraisal is based on profit. Thus, the corporation (Mansfield Memorial Hospital and Lakeview Medical Centre) may stand to lose the improved occupancy and increase revenue to its hospital from its HMO due to the incongruence in objectives. 3. Bonus incentives: - Two way communication lacking between managers regarding the bonus system. - Budgeting linked to bonus system profiting (inaccurate results has affected transfer prices. - The Chief Financial Officer is reactive to the problems faced by the bonus system. 4. Internal Management: - Lack of accountability and responsibility over profit & expense centers - Lack of control measurement and adequate human resource...

Words: 447 - Pages: 2

Converse

...Dorothea Case Study 1 Converse: Shaping the Customer Experience 1. What are some examples of the needs, wants, and demands that Converse customers demonstrate? Differentiate these three concepts. Converse’s customers needed shoes that weren’t just seen as athletic shoes but into everyday footwear. They also demanded a shoe that was affordability unlike the other brands such as Nike, Adidas, and Reebok which were expensive back in the 1970s and 1980s and currently still are expensive. They wanted a shoe that would promote a sense of individuality which the Chucks were simple and had a classic look. Needs: Customers needed a shoe that was more than a basketball shoe Wants: Customers wanted a shoe that promotes individuality Demands: Customers demanded a shoe that was affordable 2. What are Converse and customers exchanging in the purchase transaction? Describe in detail all the facets of Converse’s product and its relationship with customers. Converse and their customers have a relationship like no other shoe brand has. Conserve relationship with their customers is simple they “leave the brand in the hands of the customers” (p.A2). Converse does not try too much to mess up the brands valuable customer-brand relationship. They allow their customers to do much of the marketing and advertising of the brand. They do what is called a “good party guest” approach to managing customer relationships. Their philosophy is to bring things to the table however listen more than...

Words: 493 - Pages: 2

Converse

...INTRODUCTION TO MARKETING (MKT333) Converse Case Study Converse dominated the basketball court for more than 40 years. The first U.S. Olympic basketball team wore them, Dr. J made them famous in the NBA. Punk rocker Joey Ramone made them standard issue for cult musicians. Today, a broad range of consumers, from the nerdiest of high school students to A-list celebrities, claim them as their own. What are they? Converse All Starts – more specifically, the famous Chuck Taylor All Stars known throughout the world as Cons, Connies, Convics, Verses, Chuckers, Chuckies, Chucks, to name a few. The “cool quotient” of the iconic Converse brand is unquestionable. How has the brand maintained its status decade after decade? The answer is: by doing nothing. This may seem an oversimplification but the folks who run Converse brand understand that in order to provide a meaningful customer experience, you have to just stand back and leave customers alone! Converse was founded in 1908 and introduced the canvas high-top sneaker in 1917. From the 1930s through the 1960s the Converse All Stars were the shoes to wear, even though they only came in the basic black and white until 1969. At that time, about 80% of all basketball players wore Converse. The sneaker market began to explode in the 1970s and 1980s. Athletic shoes became more specialized, more high-tech, and more expensive. As Nike, Adidas, and Reebok took over the market Converse experienced a financial roller coaster......

Words: 862 - Pages: 4

Converse

...define the needs, wants, and demands of the Converse customer? Human needs are states of felt deprivation. Converse customers need converse shoes because they have physical need shoes to walk. They also have social need for Converse because they need shoes for belonging and affection. They also have individual needs for shoes because they want self-expression. Wants are the form human needs take as they are shaped by culture and individual personality. People wants Converse because they like the style and the design. They want Converse because Converse satisfied customers. Converse can make products want customers favor. This is why this brand is successful because it does nothing. Converse listen more to their customers rather than indicate. In addition, customers feel joyful because the brand do what customer want. When backed by buying power, wants become demands. Given customer wants and resource, customer demand Converse that add up to satisfaction. Customer have enough affection to the Converse and they buy the products. Please describe Converse’s “stand-back” approach. Is it appropriate? Effective? Converse’s “stand-back” approach is appropriate. Converse just stand back and leave the choice to customers. Converse see itself as one of making great products that customers want to wear. The brand positively and actively communicate with customers. In order to improve products, they try best to get feedbacks from customers. Converse creates value for customer and......

Words: 784 - Pages: 4

The Converse of in Person Communication

...Jessica Hamilton Case 12 6/19/16 The Converse of In-Person Communication Summary: This case was about job interviews, face-to-face and phone interviews. Many companies utilize phone interviews now before the face-to-face interview and even instead of the face-to-face interview. There are a few problems in regards to interviews. The first being scheduling. Most interviewers will schedule a time to call for the interview. But sometimes, interviewers will call at any given time to see how well the candidate can think on his or her feet. They are looking for a raw interview as opposed to a scripted one. It is important for candidates to follow through with the unscheduled phone interview. If the candidate absolutely cannot take the phone call, reschedule but some interviewers may not like that. The next problem is preparation. It is important to be prepared for interviews. Candidates can prepare notes to ensure they cover every point they want to make. Also, make sure to have a paper and pen handy when doing a phone interview to take notes. The next issue is noise. When on the phone for an interview, find a quiet room and shut the door. Also, make sure the phone is charged and focus on the interview. The last issue is a lack of context cues. When doing a face-to-face interview, people rely on body language. But obviously on the phone, it is a little more difficult. Experts still recommend using hand gestures, smiling, and various other body language while...

Words: 692 - Pages: 3