Identification of alternatives
Some alternatives available for New Balance include: 1) Focusing on running footwear category. 2) Focusing on walking footwear category. 3) Focusing on basketball footwear category 4) Focusing on training footwear category. 5) Developing a second tier shoe.
Each of the above alternatives will help New Balance to solve its real problem. However, some alternatives are more viable than others depending on the criteria used to evaluate them. Below is a list of the criteria that was used to evaluate the alternatives:
List of criteria 1. Sales 2. Growth 3. Market share 4. Consumer trend 5. Risk
These criteria were chosen as they reflect the end goal from the New Balance’s perspective and were also aligned with the company’s guideline and strategies. Some criteria are weighted more heavily than others. For instance, since sales and growth are the end goal for New Balance, they will be weighted the heaviest, while consumer trend and risk are weight the least.
Each alternative has been evaluated against the criteria listed above and is given a score. The alternatives with highest rating will be the recommended alternatives for New Balance. Below is a rating alternatives summarizing the analysis: ( The weights assigned to each criterion are based on the level of importance on the final decision, and the rating of each