NewShoes covers basic marketing concepts in a context that students can easily grasp - the athletic shoe market. The primary focus of NewShoes is the 4Ps of marketing - price, product, promotion, and place. Competition in NewShoes consists of up to 10 teams of 3-5 students competing directly in a dynamic environment. Co-authored with James Helgeson, Willbann Terpening and Michael Ursic of Gonzaga University, NewShoes is an excellent complement to traditional teaching methods, allowing students to apply business concepts in a dynamic, integrative environment.
The Case. Groups of 3-4 students take over management of an athletic shoe company selling in a home and domestic region. At first, student teams work toward improving performance in these two markets, but later have the opportunity to expand sales into a foreign region and also explore contract bids.
Decisions in NewShoes include:
Markets: Choice of up to 4 markets to enter/compete, including contract bidding
Price: MSRP for each region and optionally for contract bids
Promotion: Consumer advertising and sales promotion, personal selling, and dealer sales promotion
Product: Investments in product development / improvement
Market Research: Industry average, range, or detail for each marketing variable
Student performance can be compared on a number of metrics including standard marketing success measures, as well as an instructor-weighted balanced scorecard. All Interpretive simulations include a pre-simulation quiz and peer review.
Covers Marketing
Introductory Level
Direct Competition