Joggers Universe

Joggers Universe

Evaluate Sue Koenig's present strategy.

I think Sue is trying to satisfy too many customers. She needs to concentrate on her target market, which is a major portion of her core business and market to them. This would be the hardcore runners and expand on the services and information available to them. She should also create some special freebie that would gain word of mouth publicity to bring more people to her stores.

Evaluate the alternative strategies she is considering.

She has the right idea with the custom made shoes. The serious joggers would love this because they know what benefit they get from a shoe fitting perfectly. The small investment she has initially will be no problem once the word gets out that she has this special service or product offering.

Is her primary problem her emphasis on running shoes, her emphasis to hang on to her current customers, or is it something else?

I think it is a combination of these, she loves running shoes and this is how she started and expanded her business in the first place. She has had success with this and knows nothing else.

The emphasis she has about her customers is an ethically good one but in business it doesn't help her. She needs to do what is best for the survival of her company and the employees. He current customers came to her when they were avid runners because she catered to them and they will understand this when they stop running and don't require her special knowledge of running shoes.

I also think that on a personal side Sue doesn't want to let her self change. She feels like she is getting old and not in touch with her new younger customers. She witnesses her older customers quitting the running game and she wants to hold on as long as she can.

What should she do? Why?

I think Sue should concentrate on what she does best, sell and help serious runners. She loves to run and has years of experience in this field and for her to leave this would be a great error. She should expand her current sources to at least two manufactures and broaden the number of running shoes she carries. She should carry running clothes and accessories for all types of individuals. I think she should