1. MP Shoes
Sajjad
Ashoqullah
Madina
Jin Kwon Moon
Haedeunsam Lee

2.  Introduction
 Situation analysis
◦ Market summary
◦ SWOT analysis
◦ Competitors
◦ Product offering
◦ Distribution
◦ CAGR
 Marketing Strategy
◦ Positioning
◦ 4P
◦ Marketing Mix
 Financial Object
◦ Break Even analysis
 Controls
 Q&A

3.  Privately owned
 Headquarter in Mongolia
 Focus Mid class to High
 Born Global

5.  It is a new born Leather Company
 Focuses more on high class and middle
class people
 Main target is to distribute our products
through large stores in big countries
 Why Do we chose Mongolia?
 Through our company people can reach
to their desire and wants.
 e.g. affordable price, flexible,
comfortable, real leather and durable

6.  Our Company’s target in market is to
make luxury shoes and sell in
international markets
 Our first target is to sell to USA and
South Korea markets
 Expand to other countries later such
as England, China and Hong Kong

7. Our Company’s:
Strength
Weakness
Opportunity
Threat

8. Marco Polo is build on five strengths;
 High quality products
 Affordable price
 Place where a lot of leather materials in low cost
 Products are innovated and more different than others

9.  Lack of brand awareness
 Small amount of budget
 Having a lack of retailers
 Lack of market awareness

10.  Low cost materials
 Reasonable cost compare to other companies
 Growing size of market
 Appropriate weather condition of Mongolia
 Demand for high class shoes

11.  Transportation
 Strong competitors in market place
 Supplier's bargaining power
 Buyer's bargaining power
 New entrance

12. Gucci
• It is the Italian fashion and very well-known leather goods brand
• It is French and the best-selling Italian brand as well as in
worldwide
Louis Vuitton
• It is the second leather brand producing shoes with its good and
high quality for men and women
• They are made of waxed alligator leather and assembled using
traditional hand craftsmanship
Dior
• It is really famous and well-known with its luxury goods as well
as its leather luxury products all over the world
• It has also online service at dior.com

13.  Real leather – made classical and similar to Italian shoes for men.
 They are soft and flexible
 They are durable for long period in
affordable prices
 They are well functioned

14.  Our products will be distributed through
a network of few retailers in USA and
South Korea markets which are;
 Big, middle, and middle small shops in
these countries

15.  Undergraduates (20~23)
 Graduates (23~25)
 Job-seekers (25~27)
 Professionals (27~30)
Potential
customers
Growth 2014 2015 2016 2017 2018 CAGR
Undergraduates 10.02% 540,960 578,827 632,079 695,287 792,627 10.02%
Graduates 9.55% 772,800 826,896 899,663 985,131 1,113,198 9.55%
Job-seekers 11.59% 1,545,600 1,669,248 1,836,173 2,065,694 2,396,206 11.59%
Professionals 9.18% 1,004,640 1,069,942 1,157,677 1,269,971 1,427,448 9.18%

16.  Objective:
 First year - target 0.0021 %
 Second year - target 0.005 %
 Target market: Male of 20s
 Undergraduate (20-23)
 Graduate (23-25)
 Job seeker (23-28)
 Professional (28-30)

17.  POP:
 good looking
 high quality
 Comfortable
 Luxury
 POD:
 Watertight
 deodorizer
 high functional
inner sole
 Price
The key word of our product, Marco Polo’s
shoes are luxury with the best partner.

19.  Core competency
 The product is for male of 20s who are new
commerce of society
1. Material:
 sheepskin
 functional inner sole
 Coating
2. Packaging:
 brown color paper box (a natural fiber )
3. Design:
 wing tip
4. Color:
 brown and black color

20.  selling price - $46
 selling price is flexible with special order:
- Adding and changing feature or function,
engraving initials

21.  Retailer:
 First year: Korea and America
 Second year: England, China, Hong Kong
 Designer:
 Italian
 Manufacture:
 Mongolia

22.  Sales promotion - in-pack premium and
instant winner premium
 Direct and interactive marketing - facebook
 Event and experiences – famous global events
 Sales force
 Order Service
 After service and recall

23.  Jan. sales force and interactive marketing
 Feb. facebook and website
 Mar. in pack premium
 Jun. instant winner premium

24.  First year sales forecast: $3.864M
 Whole sale price: $46
 First year sales unit forecast: 84,000 unit
$46 × 84,000 𝑢𝑛𝑖𝑡𝑠 = $3,864,000

25.  Break-Even Units: 106,522 units
 Break-Even Sales: $4,900,012
◦ First year sales forecast: $3,864,000
 First year losses: $1,036,012
 Achieve break-even: March, 2015 (15 months)

26. Sung Pill Park,
Chief Marketing
Officer
Ashoqullah,
Advertising Manager
Madina,
Advertising Analyst
Sajjad,
Promotion Manager
Jin Kwon Moon,
Promotion Analyst
Headeun Sam,
Sales Manager