Geox

Executive Summary

Since the early 1900’s Mario Polegato had the idea of a shoe that had breathability. After coming up with the idea of a sole that “breathes” he tried to sell his invention to several manufacturers but none were interested. Once that failed Mario began to manufacture the shoes on his own. Geox’s product was like none out there and before long Geox had become a global name.

Geox started out in 1995 with Mario and five other businessmen making children’s shoes. Just five years after getting started, in 2000, Geox expanded internationally. Then in 2002 they entered into the apparel industry with breathable jackets. They were a private company until 2004 when they went public. It wasn’t until 2008 that the company entered into the sports shoe market. Geox took a risk launching its golf shoes because the industry was highly competitive but Mario believed in Geox. In 2009, just after 14 years of being a company Geox was known throughout the globe.

After gaining knowledge of Geox during the time period of 2005-2009 and their competitors and markets I have developed recommendations that will help Geox grow even more in the world. My recommendations are as follows:

Recommendation 1: Develop a new brand for the sporting industry

Recommendation 2: Continue to globalize

I have given my recommendations in the following section. Following the recommendations is an appendix, which includes an analysis break down of the industry, their competitors, and company.

Recommendation 1: Develop a new product line

Major issue:
Geox manufactures only lifestyle footwear and golf shoes along with a jacket that has the breathable technology.
Executions:
Geox has over 50 patents covering their technology, equipment, material, and processes yet they are going manufacturing lifestyle shoes and just recently joined the sporting goods industry with