Women's Athletic Footwear Market Analysis

1. Introduction and product/service description
(definition of product category, salient attributes, surrogate cues, relevant costs, general information)
2. Major competitors (brief discussion of the relevant products
3. Value: General benefits & costs
(why are the buyers buying – most important benefits, give reasons for purchasing in each benefit class, what possible costs are there, what is the general value order among competitors, is the benefit/cost ratio acceptable in this industry)
4. Value – competitors
(discussion of the competitors in relation to beneifts and costs – maybe a table here)
5. Value: Buyer segments
(think of the benefits and costs categories as a segmentation scheme… discuss the relevance of each of these segments.)

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