New Balance Essay
Company Case 11.1: New Balance “Experiences” China
August 26, 2011
New Balance has been in business for 103 years. The company started in Boston manufacturing shoes of police officers, waiters and any other occupations that kept people on their feet all day. In the 1970’s New Balance switched its focus and decided to make athletic shoes for all athletes. New Balance marketing department decided it was time to go overseas and to make money so, they open retail store in 2010. The stores are called Experience Stores located in Beijing and Shanghai. New Balance stores decoration emphasizes on the company’s heritage and accomplishment over the years. The marketing team of New Balance uses five senses to market the Experience Store in China.
August 26, 2011
New Balance has been in business for 103 years. The company started in Boston manufacturing shoes of police officers, waiters and any other occupations that kept people on their feet all day. In the 1970’s New Balance switched its focus and decided to make athletic shoes for all athletes. New Balance marketing department decided it was time to go overseas and to make money so, they open retail store in 2010. The stores are called Experience Stores located in Beijing and Shanghai. New Balance stores decoration emphasizes on the company’s heritage and accomplishment over the years. The marketing team of New Balance uses five senses to market the Experience Store in China.