Balancing the product portfolio to satisfy customer demand
A JD Sports case study

Page 1: Introduction

Jd Sports 18 Image 2JD is the UK’s leading retailer and distributor of fashionable sports and casual wear. JD has a reputation as the most innovative visual merchandiser of sportswear and branded fashion. It was founded in 1981 in Bury, in the North West of England, with one shop - John David Sports. The JD Sports Fashion PLC Group now has over 900 stores across the UK and the Republic of Ireland. In more recent years it has entered the European market with stores in France, Spain and Holland.

JD is acknowledged as the leading specialist multiple retailer of fashionable branded and own brand sports and casual wear. It combines globally recognised brands such as Nike and adidas with its own brand labels such as Mckenzie, Carbrini, Brookhaven and The Duffer of St. George. JD also operates an online business with the website servicing one million unique visitors a week. Having a range of products, priced correctly, is a key component of a business’ marketing strategy. This range of products is referred to as the product portfolio and a business needs to have the right balance of new, growing and mature products as part of its portfolio. The product life cycle (PLC) is the term used to describe the stages a product goes through from an initial idea to being removed from the market and no longer sold.

JD is proud of the fact that it provides its customers with the latest sport and athletic inspired fashion apparel and footwear, as well as fashion and outdoor clothing products and equipment from the very best brands. This case study shows how JD balances its product portfolio to continually sell products that customers want to buy at prices they are prepared to pay.

 

JD Sports | Balancing the product portfolio to satisfy customer demand

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