Competitors - New Balance

New Balance - 

New Balance is an American multinational corporation based in Boston, they were founded in 1906 as the "New Balance Arch Support Company" and is one of the worlds major sports footwear manufacturers. 

Target audience: Their current target audience is both young men and women and also children from the upper middle class segment. 

SWOT (Strengths, Weaknesses, Opportunities, Threats):
Strengths: 
- Their shoes come in various of sizes and length for choices with customisation 
- They have many sub-brands dedicated for other sports and purposes
- Strong brand presence and marketing through online ads
- More than 5000+ people are employed with New Balance 
- Claims their shoe boxes are made of recycled paper and they use environment friendly procedures while making products 

Weaknesses:
- They have a limited market share growth because of global competitors
- Limited presence and marketing in emerging economies 

Opportunities:
- They are a very well known brand in the US and can leverage that to grow worldwide 
- The company can diversify into making sports gear
- Aggressive marketing and online presence can boost the business of new balance 

Threats:
- Other brands offer more styles and cuts 
- Similar products available in other brands 
- Threats from other leading competitors can reduce market share for New Balance