Using Times New Roman issue 12. dautenced),font No matching rato With ARA STYLE With 500_1000 words,I do not want to be similar or identical with anyone.College of Administrative and Financial Sciences
Assignment- 3
Marketing Management (MGT201)
Due Date: 28/11/2020 @ 23:59
Course Name: Marketing Management
Course Code: MGT201
Student’s Name:
Semester: 1st
CRN:
Student’s ID Number:
Academic Year:2020-21,
For Instructor’s Use only
Instructor’s Name:
Students’ Grade: Marks Obtained/Out of 5
Semester-1st
Level of Marks: High/Middle/Low
Instructions – PLEASE READ THEM CAREFULLY
•
The Assignment must be submitted on Blackboard (WORD format only) via
allocated folder.
•
Assignments submitted through email will not be accepted.
•
Students are advised to make their work clear and well presented, marks may be
reduced for poor presentation. This includes filling your information on the cover
page.
•
Students must mention question number clearly in their answer.
•
Late submission will NOT be accepted.
•
Avoid plagiarism, the work should be in your own words, copying from students
or other resources without proper referencing will result in ZERO marks. No
exceptions.
•
All answered must be typed using Times New Roman (size 12, double-spaced)
font. No pictures containing text will be accepted and will be considered
plagiarism).
•
Submissions without this cover page will NOT be accepted.
Leaning Outcomes:
1. Ability to carry out objective and scientific analysis of consumers’ needs and wants
(Lo 2.3)
2. Ability to collect, evaluate and synthesize consumer’s data to make objective and
informed marketing decisions (Lo 2.7)
3. Ability to deliver and communicate marketing messages in coherent and
professional manner (Lo 4.4)
Case Study
Read the Chapter Case Study entitled “From the Counterculture to the Runway: How Did
Birkenstocks Become Fashionable?” from Chapter- 11 “Product, Branding and Packaging
decisions” Page: – 358 given in your textbook – “Marketing” (7th Edition) by Dhruv.
Grewal and Michael. Levy (2020) and answer the following Questions:
Assignment Question(s):
1. Visit the company website (https://www.birkenstockusa.com/) and identify and
describe the different product lines that it markets. (1.5 Marks, Minimum 150
Words)
2. Review the different product categories in each of the company’s product lines.
Which has the greatest depth? Which has the least? (1.5 Marks, Minimum 150
Words)
3. How has the company positioned its brand? How does it go about communicating
its position? Explain. (2 Marks, Minimum 250 Words)
Note: Support your Answers with course material concepts, principles, and theories
from the textbook and at least two scholarly, peer-reviewed journal articles.
Answer:
1.
2.
3.
Chapter Case Study
connect
NICORN
TEARS
FROM THE COUNTERCULTURE TO THE RUNWAY:
HOW DID BIRKENSTOCKS BECOME FASHIONABLE?
Hippies wear them. Rebels, dropouts from conventional consumerism, flower children-all
images traditionally associated with Birkenstocks, the clunky, cork-soled sandals that have been
issuing forth from German factories for 240 years. Although the company has introduced a few
variations, such as a clog or rubberized straps, the look of a Birkenstock is
immediately recognizable and little changed from its humble beginnings.45
All these features suggest it is a poor candidate as a fashion product.
Rather than changing every season, the footwear has stayed largely the same.
Rather than focusing on the appearance of the offering, the product design
stems solely from considerations of comfort and orthopedic safety. Further-
more, they continue to be made in relatively expensive German factories
rather than having production shipped overseas to lower the costs.
Considering these factors, it seems strange that Vogue has called Birks
“sexy” and Glamour named it the shoe of the summer recently. Explanations
for this newfound popularity with fashion’s elite are varied and unproven. One
fashion blogger explained that after years of wearing only uncomfortable,
tight, high-heeled shoes, slipping on a pair of Birkenstocks was a life-changing
experiment in comfort, so she could not imagine going back. Other fashion
leaders, including Manolo Blahnik-known for his sky-high heels and creative
shoe designs-has offered his endorsement, asserting that as long as the wear-
ers have nice toes and a good pedicure, the sandals can look nice.
The approval from these fashion leaders has led more and more famous
people to name-drop the brand. In popular magazines that feature interviews
with trendy celebrities like Keke Palmer and Lorraine Pascale, the Birkenstock
name pops up as the shoe of preference on set.46
The shift certainly did not result from a conscious effort by Birkenstock
though. Rather, it caught the company somewhat by surprise, because it had
been doing business the same way it had for more than two centuries. It has a
virtually nonexistent marketing budget, does not advertise widely, and did not
pursue the endorsements it has received from fashion trendsetters. Its CEO
asserts that the popularity is a reaffirmation of a basic, and seemingly out-
dated, marketing lesson: Build a great product, and people will seek it out on Birkenstock has gone high fashion. Pictured
their own.
here is British American actress Lily Collins
Still, the company is not immune to the appeal of being known as fashion- sporting the 240-year-old brand on her feet.
able. Accordingly, it is happy to tout its mentions in popular media on the ©OPC/ZONWENN/Newscom
Chapter Case Study
connect
NICORN
TEARS
FROM THE COUNTERCULTURE TO THE RUNWAY:
HOW DID BIRKENSTOCKS BECOME FASHIONABLE?
Hippies wear them. Rebels, dropouts from conventional consumerism, flower children-all
images traditionally associated with Birkenstocks, the clunky, cork-soled sandals that have been
issuing forth from German factories for 240 years. Although the company has introduced a few
variations, such as a clog or rubberized straps, the look of a Birkenstock is
immediately recognizable and little changed from its humble beginnings.45
All these features suggest it is a poor candidate as a fashion product.
Rather than changing every season, the footwear has stayed largely the same.
Rather than focusing on the appearance of the offering, the product design
stems solely from considerations of comfort and orthopedic safety. Further-
more, they continue to be made in relatively expensive German factories
rather than having production shipped overseas to lower the costs.
Considering these factors, it seems strange that Vogue has called Birks
“sexy” and Glamour named it the shoe of the summer recently. Explanations
for this newfound popularity with fashion’s elite are varied and unproven. One
fashion blogger explained that after years of wearing only uncomfortable,
tight, high-heeled shoes, slipping on a pair of Birkenstocks was a life-changing
experiment in comfort, so she could not imagine going back. Other fashion
leaders, including Manolo Blahnik-known for his sky-high heels and creative
shoe designs-has offered his endorsement, asserting that as long as the wear-
ers have nice toes and a good pedicure, the sandals can look nice.
The approval from these fashion leaders has led more and more famous
people to name-drop the brand. In popular magazines that feature interviews
with trendy celebrities like Keke Palmer and Lorraine Pascale, the Birkenstock
name pops up as the shoe of preference on set.46
The shift certainly did not result from a conscious effort by Birkenstock
though. Rather, it caught the company somewhat by surprise, because it had
been doing business the same way it had for more than two centuries. It has a
virtually nonexistent marketing budget, does not advertise widely, and did not
pursue the endorsements it has received from fashion trendsetters. Its CEO
asserts that the popularity is a reaffirmation of a basic, and seemingly out-
dated, marketing lesson: Build a great product, and people will seek it out on Birkenstock has gone high fashion. Pictured
their own.
here is British American actress Lily Collins
Still, the company is not immune to the appeal of being known as fashion- sporting the 240-year-old brand on her feet.
able. Accordingly, it is happy to tout its mentions in popular media on the ©OPC/ZONWENN/Newscom
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