...Theme Chart Analysis Using the Grounds Theory approach our group determined and analyzed the common themes on social media surrounding the Toms Shoes brand. We created a Theme chart and a sub-theme chart from the largest theme. These charts can be seen below. The top three themes were 1) Social Justice, which was mainly comprised of soundbites focused on the Toms One For One motto and their positive impact on those less fortunate 2) Style, which was largely focused on the look of the shoes and 3) what we named Purchase/ want, this category was comprised of soundbites in which people were talking about a purchase they had just made or stating that they really wanted to purchase a certain pair, more pairs or every pair of Toms. We have chosen to further discuss a number of the themes seen in the charts below. Theme: One Day Without Shoes The most talked about theme turned out to be Social Justice and a large sub theme of social justice was Toms campaign advertising campaign; One Day Without Shoes. Therefore we began to evaluate the effectiveness of the Toms Shoes campaign “One day without shoes,” which is held every year. This year of 2012 the event was held on April 10th, 2012. We predicted that advertising of the campaign through digital and traditional media would increase brand awareness to customers and therefore show an increase in the online chatter or buzz before the date of campaign. We also expected to see many positive comments and customer participation after...
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...Competitor Analysis Spectacular has three direct competitors in the U.S: • Passion Shoes: This is a women's only clothing and shoe store. They have a nice selection of clothing but a poor selection of shoes. The shoe styles tend not to be cutting edge. The price point for the shoes is $30-$120. • Bare feet: This is a large, complete, department store. The store however, suffers from cluttered displays and a general sense of disorganization. Shoes here are $30-$120. • Mia Shoes: This is a national franchise that only sells shoes, for both men and women. This company will sell knock offs, shoes just like name brands, but with their name on it. While this store has a huge selection, the quality of the shoes leaves a lot to be desired. This is somewhat understandable as the shoes typically sell for $13-$50. While the shoes are often good copies of famous brand, the execution is sometimes off. Many of the shoes that are made out of pleather and look like they were dipped in wax, giving them a tacky appearance. An indirect competitor is a shoe smith that will dye shoes. The shoes are typically dyed to match a specific dress. Not all colors can be dyed, and dying in general is not the ideal situation. Dying shoes creates a new shoe color that is acceptable only 20% of the time. The two major competitors in Seattle are: • Nordstrom's: Mid- to high-end department store known for their outstanding customer service. The shoe price point is $60-$300. • Saks: This department store...
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...MANUFACTURING Nowadays there are many different approaches and methodologies that can be used for industrial systems’ optimization and analysis. Among these techniques are the ones for production and inventory management and industrial plant distribution, which are mainly used for reducing the company’s cost. According to APICS Dictionary, production management consists of “planning, scheduling, executing and controlling the process of converting inputs into finished goods.” In addition APICS Dictionary defines inventory as “those stocks or items used to support production (raw materials and work-in-process items), supporting activities (maintenance, repair, and operating supplies), and customer service (finished goods and spare parts).” (2) For many businesses it is very important to maintain certain number of goods in inventory because their capacity it is not enough to fulfill clients’ orders. Each product in inventory represents money, an investment tied up until finished products are delivered to clients. It is important to select the best techniques depending on the type of industry and the goals of the company. ZEBRA SHOES The company Zebra Shoes is located in the metropolitan area of Mexico City, Mexico, and they produce and sell sneakers. Those shoes are manufacture in seven different colors and eight different sizes. Zebra Shoes doesn’t have any methodology at the moment of making business decisions. They produce according to the demand, but in many cases...
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...Term Paper on Bata Shoe Companys Operations in Bangladesh INTRODUCTION: Bata Shoe Company is one of the largest companies not only in Bangladesh but also in many other countries. Bata Shoes is a large, family owned shoe company based in Bermuda but currently headquartered in Lausanne, Switzerland, and operates 4 business units worldwide – Bata Europe, Bata Emerging Markets, Bata Branded Business and Bata North America. It has a retail presence in over 50 countries and production facilities in 26 countries. In its history the company has sold more than 14 billion pairs of shoes. In 1985 Bata Shoe listed in Dhaka Stock Exchange. At this moment, its shares are traded in our two stock exchanges (DSE& CSE). Objective of the study: Objectives of the study are given below – • To know about Bata’s products. • To get idea about their current business condition. • To analyze its market position with it’s’ competitors. • To take an over view of their market strategies. Methodology of the study: This is a descriptive analysis. Most of the data is secondary data. I have collected the data from different websites and by taking viva of some Bata officials. Limitations of the study: To prepare this term paper we faced a lot of problems which include time & cost. Moreover, we faced a lot of difficulties to find out the actual data from websites. The officials also were not cooperative to give data about their company for their company’s regulation. An over view...
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...TOMS Public Relations Plan 3025 Olympic Avenue - Suite C Santa Monica, CA 90404 www.TOMS.com Presented by: Averi Ahsmann May 10, 2011 IMC 740 Table of Contents Executive Summary……………….2 Situation Analysis………………….3 Product & Service Analysis……4-5 Target Market Analysis………...6 Distribution Network…………...7 Competitive Analysis………..….8-9 Current Financial Situation….10 Historical Results……………….11-13 Macroenvironment……………..14 SWOT……………………………..15 Objectives & Issues……………...16 Financial Objectives Marketing Objectives Critical Issues Marketing Strategy Target Markets…………………17-18 Positioning……………………...19 Marketing Mix………………….20 Marketing Research…………..21 Creative Strategy………………..22 Creative Brief Overall MC Strategy………….….23 PR Strategies & Tactics…..….…24-27 Schedule…………………………..28 Budget……………………………..29 Measurement & Evaluation…...30 Conclusion………………………..30 Works Cited………………………31-32 Executive Summary As an international brand, TOMS is looking to gain a strong foothold with new and existing customers by targeting men and women 18-24 years old, as well as 25-34 years old, specifically in the United States. Through this plan, TOMS will actively move forward to define a thriving market within which the brand can prosper. With extensive primary and secondary research, TOMS will accurately define and target challenges that they face. With this information, new objectives will be proposed for the TOMS brand that will define and reflect the market trends, which will in turn resonate...
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...Term Paper on Bata Shoe Companys Operations in Bangladesh INTRODUCTION: Bata Shoe Company is one of the largest companies not only in Bangladesh but also in many other countries. Bata Shoes is a large, family owned shoe company based in Bermuda but currently headquartered in Lausanne, Switzerland, and operates 4 business units worldwide – Bata Europe, Bata Emerging Markets, Bata Branded Business and Bata North America. It has a retail presence in over 50 countries and production facilities in 26 countries. In its history the company has sold more than 14 billion pairs of shoes. In 1985 Bata Shoe listed in Dhaka Stock Exchange. At this moment, its shares are traded in our two stock exchanges (DSE& CSE). Objective of the study: Objectives of the study are given below – • To know about Bata’s products. • To get idea about their current business condition. • To analyze its market position with it’s’ competitors. • To take an over view of their market strategies. Methodology of the study: This is a descriptive analysis. Most of the data is secondary data. I have collected the data from different websites and by taking viva of some Bata officials. Limitations of the study: To prepare this term paper we faced a lot of problems which include time & cost. Moreover, we faced a lot of difficulties to find out the actual data from websites. The officials also were not cooperative to give data about their company for their company’s regulation. An over view...
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...Contents I. Introduction 3 II. Triple bottom line analysis 3 1. Profit 3 2. Planet 3 2.1 Environmental stewardship 3 2.2 Financial contribution to the planet safeguard. 3 3. People 4 3.1 Employee benefits 4 3.2 Empowering African women (gender balancing) 4 3.3 A new perspective on aids 4 III. Stakeholders analysis 5 1. Company analysis 5 1.1 Strengths 5 1.2 Weaknesses 5 1.3 Oliberte’s key internal stakeholders 5 2. Community analysis 6 2.1 The government of Ethiopia 6 2.2 Certifying bodies 6 3.1 Main customers 7 3.2 Mint footwear san Diego 7 4. Competitor analysis 7 4.1 Some competitors 7 4.2 TOMS 7 IV. Conclusion 7 V. References notes and Bibliography 8 ANALYZING OLIBERTE LIMITED’S SUSTAINABLE MARKETING I. Introduction Oliberte Limited is a Canada based B-corporation specialized in leather shoes manufacturing. The particularity of this company is that its shoes are entirely crafted in Africa with hormones free livestock material. The following essay is an analysis of Oliberte’s 3BL and stakeholders. II. Triple bottom line analysis 1. Profit Oliberte started its business in 2009 with a sales figure as high as 200 pairs of shoes. The sales increased up to 10,000 pairs in 2011 and 15,000 in 2012 with the launching of its own new factory in Addis Ababa. Though the company claims on its official website to have exceeded its sales projection, Mr Dehtiar the founder and president of Oliberte was expecting the 2012 sales to be between...
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...Marketing Plan Oliberté International Marketing MIB Front - Team 4 I. Executive Summary II. Concept Statement A. Company Background and Mission B. Products and Services C. Business Model: Sustainability and Uniqueness D. Strategic Intention E. Marketing F. Risk Analysis G. Differentiation H. Evaluation: Factor of success III. Situation Analysis A. Industry Analysis 1. Industry overview 2. Porter five forces 3. Market size 4. Position in the market life cycle 5. Available distribution structure, plus attitudes and practices 6. PESTEL 7. Risk Analysis B. Firm Analysis 1. Brief history of the company and stage of internationalization 2. SWOT Analysis 3. Stakeholder Analysis 4. Product Development and Product Extension 5. Pricing and Financial Policy 6. Internet and E-commerce 7. Organizational Structure C. Competitor Analysis 1. Competitive Positioning: Direct and Indirect Competitors 2. Market Share Distribution 3. Future Competition – Direct and Indirect Competitor 4. Barriers to Entry 5. Competitive Advantages D. Customer Analysis 1. Who are your customers? 2. What do customers want/need? 3. What must be done to satisfy their wants and/or needs? 4. What is the size of the market? 5. What is the growth profile? IV. Strategic Marketing Decision A. Marketing Scope B. Marketing Goals 1. Successfully launch and market the expansion of the product offer 2 Marketing Plan Oliberté International Marketing MIB Front - Team 4 2. Successfully launch and market the...
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...The Business of Saving International Feet TOMS Shoes Bergan Crane John Dabbs Reynaldo Nunez Group 3 February 24, 2011 MGT 3371 INTRODUCTION TOMS Shoes It is often assumed, after the past decade of scandalous CEOs and selfish executives, that the perspective of today’s “businessman” is one who strives to cultivate a small empire of affluence and happiness, private jets and vacation homes. The world is shown each and every day how the malicious business practices of one person can easily translate to the disintegration of the whole corporation. However, in rare instances, a businessman like Blake Mycoskie, the creator of TOMS Shoes, arrives on the scene and what he shows the world is that big business, and a big heart, can go hand in hand. TOMS Shoes was created in January of 2006 by Blake Mycoskie after an inspirational trip to Argentina gave Mycoskie an idea that was the foundation for both a business, and a charitable cause. That idea is what is now more commonly associated as TOMS motto, “One for One” (http://www.toms.com/our-movement). The TOMS concept is for every pair of shoes purchased from their company, one pair is provided to less fortunate children in locations around the globe. TOMS, headquartered in Santa Monica, California, has tested and excelled at the dual mission business model of being a for-profit company which is centered on giving. Creator and “Chief Shoe Giver”, Blake Mycoskie says of the TOMS company, “Giving...
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...Shoes for Tomorrow By: Melanie Helgeson http://tomsshoes.com Introduction Blake MyCoskie established TOMS Shoes in May of 2006. (Fortune, 2008) MyCoskie competed on the second season of the hit show The Amazing Race, where he traveled to Argentina. There he met many children and adults who could not afford to buy shoes, he was troubled by this fact and wanted to do something about it. He traveled back to Argentina for vacation and it was then that he decided he would start a shoe business, but not an ordinary shoe business. He decided that for every shoe that was sold another shoe would be donated to a child in need. It was then that MyCoskie’s “One for One” marketing plan was created. (Time, 2007) Situation Analysis Product/Service Description http://tomsshoes.com The product that TOMS provides is an alpargata shoe. They are a form of shoes worn by Argentina farmers. These shoes are known for being very breathable because of their lightweight canvas top and leather insole. (http://www.wordnik.com/words/) They are slip-on as well as resilient, which helps in the fighting of podoconiosis, also known as “Mossy Foot”. This is a foot disease many people obtain from not wearing shoes while working in heavy soil. Fungus gets into the pores on the bottom of the foot and ends up destroying the lympathatic system (the tissue that fights against bacteria). TOMS is working to fight the disease and help bring shoes to people in need. (http://tomsshoes.com) TOMS has used its...
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...Presented to: Tanya Jacobsen “Just for Women shoes” Due: Week 7 June 19, 2011 By: Miasauma Wigfall 1.0 Executive Summary Just for Women is a shoe store that is solely for Women. Randolph, Massachusetts is in dire need of an upscale shore store for women because the current stores have an inadequate selection of women’s shoes. The women of Randolph must travel to Boston or the surrounding areas to find the right shoes. Just for Women will have a selection of shoes that will be unmatched. There will be an extensive selection of different shoes. We have a very unique business model that allows us to have a very extensive selection at the cost of stocking only one size per style. This will be accomplished by having a special relationship with the wholesaler so that Just for Women can receive the sizes needed in one to two days. We will also offer rush overnight delivery for an additional cost. 2.0 Situation Analysis Just for Women is entering their first year of operation. A comprehensive marketing plan is required to reach profitability and ensure future success. Just for Women offers an unprecedented selection of current women’s shoe fashions. There is a current need for an all Women’s shore store in the Randolph, Massachusetts area. There is currently not an upscale shore store in the area at all. Women have to travel to Boston or the surrounding areas in order to buy a descent pair of shoes. 2.1 Market Summary Just for women...
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...Toms Shoes- Case Study ------------------------------------------------- Table of Contents 1. Executive Summary……………………………………………………....3 2. Situation Analysis .....................................................................................4 3. Analysis of case issues using marketing theory 3.1. The trends in the marketing environment …………………….. 5 3.2. Creating value for customers.......................................................6 3.3. Fitting in with the changing marketing environment...................7 4. Conclusion...........………………………………………………………....8 5. References………………………………………………………………...9 1. Executive Summary In the era of globalization and highly competitive business world, it is the goals and desire of every company to take a good portion of market share for their products in the market place. People in different geographic locations are more connected ever than before with advancement of internet and air travels. Online blogs, YouTube and social networking web sites have changed new socio culture across demographics especially in younger generations. Consequently, consumers are also becoming well informed about the brand and products, value conscious and their purchase decision are made beyond the quality of product and its face value alone. The aim of this study is to analyse the key concepts of Toms Shoes Company marketing strategies and important factors that influence the success of this relatively new shoes...
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...2.0 Part Two: Analysis and Findings [pic] 2.1 Background/History of Bata Shoe Co. Bd. Ltd.: [pic] The business that became the Bata Shoe Organization was established on August 24, 1894 in Zlin, Czechoslovakia by Tomas Bata, and included his brother Antonin and sister Anna. Although this business was new, the Bata name had been part of a tradition of shoemaking for eight generations, spanning three hundred years. It was one of the first modern-day shoe 'manufacturers', a team of stitchers and shoemakers creating footwear not just for the local town, but also for distant retail merchants. This departure from the centuries-old tradition of the one-man cobbler's workshop was a brand new concept, creating an entirely new industry. The Bata enterprise revolutionized the treatment of employees and labor conditions. Tomas consistently maintained a human focus, creating opportunities for development and advancement, and added compensation for employees based on achievement. As the enterprise prospered, so did the communities where it operated. Tomas believed that a focus on people and public service was critical for business success. The enterprise built housing, schools and a hospital near the shoemaking plant in Zlin. It provided food and inexpensive rent during very difficult times. Bata companies later provided rail services, construction, insurance, publishing and a tannery in Zlin. "The Bata System" devised by the Zlin team, and later applied in other Bata Shoe...
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.....3 2. Situation Analysis .....................................................................................4 3. Analysis of case issues using marketing theory 3.1. The trends in the marketing environment …………………….. 5 3.2. Creating value for customers.......................................................6 3.3. Fitting in with the changing marketing environment...................7 4. Conclusion...........………………………………………………………....8 5. References………………………………………………………………...9 1. Executive Summary In the era of globalization and highly competitive business world, it is the goals and desire of every company to take a good portion of market share for their products in the market place. People in different geographic locations are more connected ever than before with advancement of internet and air travels. Online blogs, YouTube and social networking web sites have changed new socio culture across demographics especially in younger generations. Consequently, consumers are also becoming well informed about the brand and products, value conscious and their purchase decision are made beyond the quality of product and its face value alone. The aim of this study is to analyse the key concepts of Toms Shoes Company marketing strategies and important factors that influence the success of this relatively new shoes company under current market environment. Toms is a shoes company that gives a new pair of shoes to a child in need for every pair of shoes a customer purchases...
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...CASE ANALYSIS Situational Analysis: External Environment: Critical Factors: Problem Definition: Evaluation of Alternatives: Recommendations: 1. Decision Makers 2. Perspective ( Other actors ) Implementation Plan: Company lacked resources for the future. Year 1995, company looking to introduce new shoes. Pacer’s tight budget The company had never paid athletes for endorsements. Number of serious runners who praised the technical excellence of his shoes and who had formed the core of Pacer’s customer base from the company’s early years. Critical message from a former Boston Marathon winner and a long-time fan of Pacer’s flagship shoe, the Pacesetter. Sluggish sales for the last few months. A couple of years ago, the company planned to introduce, a line of walking shoes but did not. Company started in 1970’s to serve runners. From making 80 pairs of shoes a day in 1970’s, the company became a $10 million company & produced 1,000 pairs a day Staff: (46 people, with 35 production workers, two designers, and two pattern engineers.) The company stopped making its own components, 2 plants in South Korea produced most of its uppers. Competition in 1991: The athletic-shoe market was booming, and the industry’s largest players were going after all the share they could get. Pacer was a small firm that could be eliminated from the competition by vast resources and marketing abilities of the competitors. Customers: Holding onto its long-time...
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