Rollerblade Video Case
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RollerbladeЮ has the environmental forces working for them in their potential growth in the twenty-first century. The social needs are met by proving something to the consumers that everyone can participate in. The economic needs are met by providing various models of the product for the consumers. The technological needs are met by improving the product with new advances in RollerbladeЮ technology. The competitive need is met by having two different brands of RollerbladeЮ for each different type of consumer. RollerbladeЮ is continually creating new products to stay on the competitive edge. The regulatory need it met by RollerbladeЮ continually making sure that they make quality products.
The marketing goals for RollerbladeЮ in 1986 were guerrilla tactics. They mainly wanted to get the word out as best and as fast as possible. They wanted to also stay ahead of the competition and curve. Rollerblade’sЮ marketing goals today are to expand into new segments and to differentiate their products between competitors. They want to give the consumer a reason to skate.
Focused communication and promotion actions that are being taken are to promote skating are being done through many different programs that support skating. In the schools there is BladeSchoolв„Ñž and Skate-in-Schoolв„Ñž. As for the recreational segment there is BladeSchoolв„Ñž and other programs.
In searching for global markets to enter RollerbladeЮ may want to assess what the country’s population needs are and how well they are financially. If a country does not have a financially well population there may be no way for the people to afford to purchase the skates. In this case RollerbladeЮ will have to make sure that they produce something for this portion of the population. Some countries that may be candidates are