Carry out a STEP analysis on the extract.

Despite their insistence that their products are primarily sports footwear, they have
to respond to fashion trends as well, if they want to ensure that a shoe is a
commercial success. The ‘messages’ they use to communicate with various groups
of consumers need to be tailored to suit the different market sectors for which they
manufacture shoes, while maintaining the integrity of their brand identity.
Trainer manufacturers have also responded to the growth in e-commerce- sales of
training shoes via the internet. Nike sells shoes via its own website, Nike.com, and also
owns internet shoe retailer FogDog. They are also able to profit from beneficial trade
and tariff agreements, whenever they exist.
ANSWER KEY
Content
Sociological:
 Despite their insistence that their products are primarily sports footwear,
they have to respond to fashion trends as well, if they want to ensure that a
shoe is a commercial success.
 The ‘messages’ they use to communicate with various groups of consumers
need to be tailored to suit the different market sectors for which they
manufacture shoes, while maintaining the integrity of their brand identity.
Technological:
 Trainer manufacturers have also responded to the growth in e-commerce-
ales of training shoes via the internet. Nike sells shoes via its own website,
Nike.com, and also owns internet shoe retailer FogDog.
Economic:
 Trainer companies have had to acknowledge that, despite the global status of
their products, consumers in different countries have different spending
power; therefore, they must tailor their product range and pricing strategy
accordingly.
 The ‘messages’ they use to communicate with various groups of consumers
need to be tailored to suit the different market sectors for which they
manufacture shoes, while maintaining the integrity of their brand identity.
Political:
 They are also able to profit from beneficial trade and tariff agreements,
whenever they exist.