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A Market Analysis for
(Foot Locker Inc.)
(Diaz-Cales Gerardo E.)
Full Sail University
Project & Portfolio II: Business and Marketing
(27/March/2019)

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EXECUTIVE SUMMARY
The following report provides an evaluation of the current status and future
recommendations for Footlocker Inc and their subsidiary brands. This report shows their
financial status for the past 5 years, consumer cultural trends, areas of operation, and financial
status. To company has been successful, has surpass its competitors incorporating the majority of
them. To conclude in the recommendations, is to use current success evolving with cultural and
consumer trends, decreasing in size to increase profit, and creating immersive brand connections
that are authentically tied to consumers.

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OBJECTIVE
With the intent to convince Footlocker Inc. the sports apparel and footwear industry is
increasingly moving towards globalization, especially in the footwear sector. For
companies in this industry to remain competitive in the future, a global strategy must be
conceived and implemented. Based on the current market, new market strategy, and outreach
plans. The objective is to provide a new target segment and expanding their product line.
RESEARCH METHODOLOGY
The information gather is internal from past analysis, and external from the internet. It
was collected during the month of March 2019. The information is current as of 2019.
Challenges were encountered, in the future company plans.
RESEARCH AND KEY FINDINGS
Foot Locker, Inc. is a specialty athletic retailer that operates approximately 3,220 stores
in 27 countries in North America, Europe, Asia, Australia, and New Zealand. The Athletic Stores

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segment is an athletic footwear and apparel retailers whose formats include Foot Locker, Lady
Foot Locker, Kids Foot Locker, Champs Sports, Footaction, SIX:02, as well as the retail stores
of Runners Point Group, including Runners Point, Sidestep and Run2.
The Direct-to-Customers segment includes Footlocker.com, Inc. and other affiliates,
including Eastbay, Inc., CCS, and Tredex, which sells to customers through Internet Websites,
mobile devices, and catalogs. In addition, the company sells athletic footwear, apparel and
equipment products directly to customers through the internet, mobile devices, and catalog
channels. Foot Locker operates its stores in 21 countries across North America, Europe, New
Zealand, and Australia.
In addition, it operates 26 franchised stores in the Middle East and South Korea. Foot
Locker is headquartered in New York, the US. Staying true to our core values and never losing
sight of the importance of conducting business ethically and with integrity is critical to our
success. Upholding and living our seven core values takes commitment from each of us, as these
values are our compass, moving us forward to achieve our vision to be “The leading global
retailer of athletically inspired shoes and apparel.” (Footlocker Inc.,2019)
After the decline of consumers using the mall 2016, Footlocker has maintained a steady and
times positive revenue. Footlocker provides employment for over 79,000. Over the $10 billion,
with sales per gross sq. Ft of $600, it earns 12.5 % before interest and taxes, Net Income 8.5%,
and hit a record total for annual sales in 2018 with $7.9 billion. (Yahoo Finance, 2019). For
serious athletes and enthusiast Footlocker gives confidence that provides the perfect equipment
for every need. The consumer’s perception of brand influences their buying decision in sports

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industry, so Footlocker always has been able to position to customer’s expectation and athletic
fantasy that is endorsed by real athletes. Customers will feel a connection between our brand and
their lifestyle.
Another dominant characteristic associated with the sports apparel and footwear industry
is the rapid pace of technological change, one race Footlocker has failed to maintain. Create
market material, to stay relevant in social media, tv commercials, sports ads, video game ads, and
magazine. There are gaps in the product range sold by the company. This lack of choice can give
a new competitor a foothold in the market. Product demand forecasting leading to higher rate of
missed opportunities compare to its competitors.
CONCLUSIONS
Footlocker is the leading retailer on the athletic footwear and sportswear. Having united
their forces with other brands on their target market segment, has made them a power house in
the market. Investment made outside and inside their industry provides other data to reach

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consumers. But constant changes in consumers trends and technology show future decline
affecting Footlocker.
RECOMMENDATIONS
Based on the research and conclusions, Footlocker Inc needs to evolve with the new
consumer trends and culture. By decreasing mall stores and opening Power Stores. The store
concept is designed to inspire shoppers, build community, and provide a seamless, tech-filled
shopping experience for consumers with a focus on presenting premium products and
experiences in exciting and unique ways. Building marketing content, to create a link with
consumers, using the marketing ads to attract consumers to your door serving as a hub for local
sneaker culture, art, music and sports.
To compete effectively, companies are being forced to push technological advances
to increase productivity and efficiency in product development and channel distribution.
This rapid technological change is even more evident in the footwear segment of this

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industry. In this segment, companies such as Nike and Adidas continually must be
improving the performance of their footwear to attract the attention and demand of
consumers. Bringing limited inventory products will create the consumer lines, news
coverage, and the ability of selling similar products with large inventory to create a larger
revenue.
REFERENCES
Foot Locker. Company Profiles for Students.. Retrieved March 28, 2019 from Encyclopedia.com:
https://www.encyclopedia.com/economics/economics-magazines/foot-locker
Footlocker Inc. (2019, March 18). About us.Retrieved March 29, 2019, from https//www.footlocker-
inc.com/content/flinc-aem-site/en/home.html
Hensel, A. (2019, March 4). ‘They realized the world has changed’: How Foot Locker suddenly became hot again.
Retrieved March 29, 2019, from https://digiday.com/retail/foot-locker-managed-turnaround/
Craft, Compare companies, March 26, 2019, from name of https://craft.co/compare?companies=foot-locker%2Cbig-
5-sporting-goods-corporation%2Cfinish-line%2Chibbett-sports%2Cdicks-sporting-goods%2Cadidas
Foot Locker Inc., Retrieved March 27, 2019, from name of, https://www.footlocker-inc.com/content/flinc-aem-
site/en/home/about.html
Reuters Editorial, Retrieved March 28, 2019 from name of https://www.reuters.com/finance/stocks/overview/FL.N
NASDAQ, Retrieved March 26, 2019, from name of
https://www.nasdaq.com/symbol/fl/stock-comparison
Quotes.wsj.com, FL AnnualIncome Statement - Foot Locker Inc. - Wall Street Journal, Retrieved March 26, 2019,
from name of https://quotes.wsj.com/FL/financials/annual/income-statement
Finance.yahoo.com, Retrieved March 26, 2019, from name of https://finance.yahoo.com/quote/FL?p=FL
MarketWatch, FL Annual Income Statement - Foot Locker Inc. Annual Financials, Retrieved March 29, 2019, From
name of https://www.marketwatch.com/investing/stock/fl/financials

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