New Balance Athletic Shoe Company
New Balance Athletic Shoe Company has a difficult problem-how to compete in the highly competitive athletic shoe market against such industry giants a Nike and Adidas/Reebok. The company does have certain advantages; it makes a quality product, has a good reputation with distributors and retailers, has brand loyal customers, and is the only athletic shoe that offers width sizes. Your job as a strategic planning consultant is to formulate a market-coverage and positioning strategy for New Balance's American operations.