ABC Shoe company

Running Head: FACTORS TO CONSIDER WHEN DESIGNING RUNNING SHOES 1

FACTORS TO CONSIDER WHEN DESIGNING RUNNING SHOES 2

Factors to Consider When Designing Running Shoes

Sean C. Markl

American Intercontinental University

February 6, 2020

Introduction

In recent times, people exercise regularly to attain a healthy lifestyle. The right attire is mandatory to achieve the maximum potential towards exercising. Initially, the athletic shoes consisted of few shoes that were widely used for various athletic functions, including tennis, basketball, and football shoes, but no specific designs for walking, running, while no aerobics and fitness shoes. In the event one is building their bodies, they would need to invest in the right athletic shoes. Some athletic industry players often miss the mark when they attribute running to any sports shoes. Selecting a pair for running requires consumers’ fitness, improving their performance as well as eradicating any injury prevention. This paper expounds on some of the factors and tips that producers, such as ABC shoe companies need to address during designing and subsequent production.

Determining customer needs and wants

ABC’s management needs to identify conduct thorough market research on the consumer wants. Organizations that carry out marketing campaigns reach their existing and potential clientele. Furthermore, the audience often offers feedback that the firms might use to design a product as per consumers' specifications. They are also in a position to investigate the present needs alongside their future expectations.

Organizations that carry out market research on their products before production attain an increase in sales volume as well as faster business growth. Incorporating consumers in production facilitates consumers to design the nature of the shores they want. Such would ensure that products produced by the firm would always have a ready market hence spurring business growth.

Analysis of the competition on the firms dealing with consumers' wants. ABC’s management needs to identify how their competitors' design running shoes. Proper knowledge of the market for an organization's products is vital because it ensures firms design their products in a better or similar condition as their competitors. Most consumers purchase running shoes purposely for their athletic activities and running exercises. They would not put much consideration on the cost, but the fitness and performance achievements derived (Theisen et al., 2016).

They are mapping the customer process to ascertain what they need. ABC’s management needs to evaluate the process through which consumers undergo before settling on specific running shoes. The customers often conduct desktop research, friends’ referrals, or random purchases on the shoe they have identified. They reach out to the respective shoe outlets within the vicinity and online markets to find out the availability of the product. They analyze the available products from these outlets and make a purchase decision upon settling on the specific product from any of their preferred outlets. Firms need to identify this process to evaluate how they can effectively locate the consumers and reach them in advance (Widyastuti and Said 2017).

ABC’s management can also identify the consumer’s wants through direct interviews. Most consumers feel appreciated when they discuss their wants with organizations' management of their product needs. The consumers open up about their frustrations on finding the right shoe for their athletic and running needs. The manager can also ask the consumers information about ABC as well as their competitors. They are acquiring first-hand information from consumers in very crucial in business operations. The firms can utilize this information to offer better products based on consumer needs.

Creating A Design for Running Shoe

Modern athletic shoes consist of numerous brands as well as brands of shoes for every sporting event. Although there are numerous brands of shoes, consumers are still not satisfied with the available brands (Malisoux et al., 2017).

The running shoe design must impact the individual’s foot function hence a significant consideration. The shoe consists of the two essential parts, including the sole as well as the upper. The sole part is designed to offer protection of foot from the ground as well as act as a layer of cushion for the foot. The upper part is designed to cover the top as well as the sides of the foot while offering a comfortable fit between the foot and shoe. Moreover, its a better foot’s stability on the shoe (Jastifer et al., 2017).

The running shoe’s sole must contain two distinct layers. The outer sole is the area that touches the ground and consists of a thin layer consists of relatively hard material that resists abrasion, offers traction, and required flexibility for the forefoot propulsion. The midsole section makes the running performance well or poor, depending on its productions.

Some of the questions to ABC must respond in their design include;

1. Does the running shoe offer the required flexibility?

2. Does the running shoe factor in the consumer’s tastes and preferences?

3. How does the running shoe reach to the final destination of the consumers?

4. Is the quality of the running shoe better than the competitors’ products?

5. What pricing model would the company use to strike a balance between the cost and desired revenue?

Conclusion

In the recent time athletic industry, there are many shoes designed to meet consumer needs. However, consumers are still not satisfied with the current products in the market. They want exact structural designs that meet their specifications that improve their performance.

References

Jastifer, J., Kent, R., Crandall, J., Sherwood, C., Lessley, D., McCullough, K. A., ... & Anderson, R. B. (2017). The athletic shoe in football: apparel or protective equipment?. Sports health, 9(2), 126-131.

Malisoux, L., Delattre, N., Urhausen, A., & Theisen, D. (2017). Shoe cushioning, body mass and running biomechanics as risk factors for running injury: a study protocol for a randomised controlled trial. BMJ open, 7(8), e017379.

Theisen, D., Malisoux, L., Gette, P., Nührenbörger, C., & Urhausen, A. (2016). Footwear and running-related injuries–Running on faith?. Sports Orthopaedics and Traumatology Sport-Orthopädie-Sport-Traumatologie, 32(2), 169-176.

Widyastuti, S., & Said, M. (2017). Consumer consideration in purchase decision of SPECS sports shoes product through brand image, product design and price perception. International Journal of Supply Chain Management, 6(4), 199-207.