International Business Forum Looks at Wolverine World Wide, Inc.

Mr. Bloom is the Chairman and CEO of Wolverine World Wide, Inc. which is the world's largest marketer of work and outdoor footwear.  He joined the company is 1987.

Mr. Bloom discussed the three outcomes of a global marketing strategy, which included high growth potential, opportunity to improve profit, and elimination of the single-country operation risk.  Wolverine World Wide has increased their global footwear sales from approximately 18 million pairs in 1992 to 38 million in 1998.  They cover the same 135 countries.  Net sales rose 135 percent and net earnings increased eightfold during the same period.  The Company announced its 6th consecutive year of record sales and earnings for 1999.  Wolverine World Wide, Inc. was voted "Footwear Company of the Year" in 1995.  Wolverine World Wide's brand umbrella includes Hush Puppies, Coleman, Harley-Davidson, Wolverine, Caterpillar, Bates, Merrell and Hy-Test.

Mr. Bloom addressed the importance of global branding in a marketing strategy.  He suggested that global branding was similar to wells.  If one dried up, you had plenty of others to turn to in order to help you survive.  He mentioned the hard times caused by global competition in his industry.  In order to be successful, Wolverine World Wide, Inc. must continue to share more of the pie.  They need to look to the global markets for their growth.  Since the 1980's the demand for shoes in the U.S. has not grown at all.  The growth has been in the international market.  They are confronted with increased consumer requirements, including convenience, value, quality, and service.  Wolverine World Wide, Inc. has been competitive due to its brand portfolio management and its efforts to follow and lead market trends.  Mr. Bloom concluded by referring to the power of e-commerce and power shifts in retail channels.

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