Mercury Athletic Shoes

п»їOverview of Active Gear:

1 ) Active Items is a comparatively small athletic and informal footwear business $470. 3 million of revenue and $60. 4 million of EBIT when compared to typical opponents that offered well over a $1. zero billion each year Company business owners felt their small size was progressively more of a drawback due to consolidation among China contract producers. Specialty athletic footwear that evolved from powerful to athletic fashion have on with a " classic” appeal. Casual/recreational footwear for jogging, hiking, boating, etc .. Wealthy urban & suburbanites inside the 25-45 a long time (i. electronic. " Yuppies”). Brands are associated with upwardly mobile life-style. Department & specialty shops – huge box merchants. 2 . Company strengths:

Simply by focusing on a portfolio of classic brands, Active Items has been in a position to lengthen their product lifecycle. In turn, this has led to significantly less operating unpredictability and better supply string management and lower NINTENDO DSI 3. Organization weaknesses:

By avoiding the chase intended for the latest fashion trend and avoiding big box merchants, the company has received very low growth 4. Mercury was a supplementary of a large clothes company

Due to a strategic realignment, the split was considered to always be non-core. 06\ revenue and EBITDA were $431. one particular million and $51. almost 8 million respectively Under the egis of WCF, Mercury's efficiency was merged. WCF could expand product sales of shoes, but was hardly ever able to establish the hoped for clothing line your five. Products, Customers and Division:

Men's and women's athletic and everyday footwear. Most products had been priced inside the mid-range. More contemporary fashion positioning Typical clients were in the 15-25 age range. Primarily linked to X-games fanatics and children culture Products were distributed primarily by using a wide range of full, department, and specialty shops – which include discount retailers

6. Company strengths:

Established brand and identity within a well-defined niche market that seems to be growing....

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