Marketing activity sales promotion and electronic tools for the footwear retail markets of the future : a case study of the sports shoe business in Taiwan | |
| Author | Lu, Mei-hsiu |
| Call Number | AIT RSPR no.SM-94-21 |
| Subject(s) | Retail trade--Taiwan Footwear--Taiwan Athletic shoes--Marketing |
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration in Management of Technology |
| Publisher | Asian Institute of Technology |
| Abstract | This study attempts to analyze the situation of sports shoe retailing market in Taiwan. To explore the interaction between sales promotion and marketing activities. The status of sports shoe retailing business was also analyzed based on data collected and in association with the marketing mix strategy. Among the findings of the study is the retailers' perceived power is related positively to the frequency of using high promotional mix. However, the specific promotional variable are significant and the magnitude of the effect varies from the status of each retailing store. Another finding is the classification of retailing store who benefits more on using promotional mix are limited to those store who can afford to pay an amount of money for such promotional system. The author's recommendation are concentrated to such sport shoe retailing stores whose limits are beyond their means of increasing their profit other than promotion and advertising. The author would like to recommend and give a better direction based on the recommendations and suggestions in this study particularly, to those retailers who are not achieving the best profitable way in retailing market. The recommendation to adapt the technology tools can help such sports shoe retailing store to gain competitive advantage by reducing cost and increasing the efficiency of its marketing activities. |
| Year | 1994 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration in Management of Technology (Publication code = SM) |
| Chairperson(s) | Hertzberg, Ellen; |
| Examination Committee(s) | Rieser, Ignaz;Paul, Himangshu; |
| Scholarship Donor(s) | Government of Republic of China; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 1994 |