Marketing Plan - Converse Essay
In 1941 when the United States entered World War II after the Pearl Harbor bombing, Converse got heavily involved. The company shifted its manufacturing of sneakers to footwear, apparel, boots, parkas, rubber protective suits and ponchos for pilots and troops. Also, they designed the A6 Flying Boot that was worn by the U.S. Army Air Corps. Besides producing various products for troops, Converse sponsored scrap rubber drives, the War Saving Bond Tour and Red Cross blood drives. Having supported the war with various contributions, the company received a number of extremely high honors from the Army, Navy and U.S. Treasury including the prestigious “E” for Excellence Award from the U.S. War Department.
Converse without question was the most popular shoe worn by the entire NBA, adults, kids and anyone else looking to sport this classic brand. However, hard times soon fell on this company. Starting in the 1970’s demand for its classic rubber toed shoes began to decline and kept declining for more than twenty years. Poor business decisions, lack of money, poor marketing and bad luck all contributed to the down fall. The biggest problem occurred once Nike was established, which ended up causing Converse to file for bankruptcy in 2001. In