Marketing Case
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What is the decision facing New Balance?
The issues facing New Balance are
How to protect intellectual properties when setting up manufacturing units overseas.
How to stop the Chinese manufacturing unit from producing the Fashion shoe which is being sold at very low price and diluting the brand.
What are the alternatives?
The alternatives are:
Getting into the overseas legal system to enforce the agreement.
Paying the least amount of $50,000 and making a decision of setting up a price for the Fashion shoes that they cannot be sold for price lower than the standard price set.
By closely monitoring the supply chain to partially eliminate the problem of protecting the intellectual property rights.
What decision(s) do you recommend?
To get into an agreement with the Chinese manufacturing unit which says that they must sell the Fashion shoes for a particular price and cannot go lower than that explaining them how it is going to dilute the brand and is marked as low-quality shoes when they sells them for a less price.
Since it already has agreements with companies in Japan, South Korea and Taiwan, it should set up a manufacturing unit in one of these countries whichever has the lowest production costs while making an agreement that it is not going let the information out and also cannot sell the product for less than particular price.
Marketing is about meeting people needs because unless a product or good or service is not marketed, people will never get to know that there is something that can satisfy their need or want. Also, when the product is marketed people get know the advantages of using it beyond satisfying their need. I believe even word of mouth is also a kind of marketing. Say for example, we visit someones place, we like something in their home say some art piece or the dress worn by the host or some furniture and we do ask for the place they got it from and the next time we need to but such product we prefer to get that particular brand or so. Hence, marketing is part of our day-to-day life.