Taiwan Running Shoes Marketing Strategy Analysis ~PUMA Mobium Shoes Taiwan Launch Case Study~

The purpose of the following Research is to analysis the marketing model for Taiwan running shoes through PUMA Mobium launch campaign as the best practice. The study has analyzed the reasons of popular running trend in Taiwan and how Sports Brands like Nike and New Balance from USA, PUMA and Adidas from Germany, and Mizuno and Asics from Japan to develop their running business in Taiwan. This study also introduced PUMA Mobium running shoes launch campaign and has defined the key successful factors by utilizing STP, 4P strategy, and Porter’s Five Forces as research structure. It takes approach from “Demand Analysis” to position the product target market and to find demand details of different consumer groups. Meanwhile, from “Competition Analysis” to probe Brands competition by using five forces model to define competitions in sport Industry and competitive advantage when launching new product. The key successful factors concluded from both analyses are 1.) high Brand recognition, 2.) product uniqueness, 3.) precise position, 4.) 4P strategies seamless integration, and 5.) follow the trend.