This document provides information about Group 2's shoe company. It describes the company's objectives of making a profit and becoming a top competitor by providing high quality shoes. It analyzes the company's strengths, weaknesses, opportunities, and threats. It also analyzes the home, domestic, and foreign markets and describes tailored marketing programs for each region. Key lessons learned include the importance of quality, research, and adapting plans based on changing market conditions. The future plan is to invest in product development, lower prices strategically, and continue market research.

1. Group 2:
Orson Chi
Hughes Guan
Peter Leung
Danny Nguyen
Ken Nguyen
Shawn Sahihi
Matthew Tran

2. Company Description
● We provide high quality athletic and casual
shoes for the trendy consumer
● Featuring best selection of authentic
products
● Hecho en USA

3. Company Objectives
● Make profit
● High market share
● Become top shoe competitor
● Provide the best customer experience and
value
● High quality shoes
● Expand to foreign markets

4. SWOT Analysis
Strengths
● Product Development
● Brand Name
● Marketing
● Low Unit Cost
Weaknesses
● Start-off
● Competitors
● Initial Prices
● Expenses
Opportunities
● Foreign Market
● Domestic Market
● Bid Contracts
Threats
● Wonder Shoes
● Moxie Footwear
● STOMP

5. Situation Analysis
Period 1 Period 10

6. Competitor Analysis
57.2%
Growth

7. Competitor Analysis

8. Competitor Analysis
35.5%
increase

9. Competitor Analysis

10. Competitor Analysis

11. Customer Analysis
Home
● Quality Conscious Athletes
o Adolescents & young adults looking for high quality athletic shoes for basketball, running, and
casual wear
Domestic
● Price Sensitive Consumer
o Teenagers & adults looking for quality athletic and casual shoes at an affordable price and
impressionable to consumer promotions
Foreign
● Quality Focused Consumer
o Teenagers & adults looking for high quality American-made shoes

12. Home Product-Market Focus
Home Market
Marketing and Product Objectives
● Invest in advertising and consumer promotions at a
reasonable level
● Reduce costs from dealer promotions
● Cut back on salespeople
Target Market(s) and Positioning
● Adolescents & young adults
● High quality, medium priced

13. Domestic Product-Market Focus
Domestic Market
Marketing and Product Objectives
● Focus on advertising and consumer promotions
● Kept dealer promotions at a moderate expenditure
● Increase sales people by 2
Target Market(s) and Positioning
● Teenagers & adults
● High quality, competitive pricing

14. Foreign Product-Market Focus
Foreign Market
Marketing and Product Objectives
● Entered the Market in Period 6
● High advertising and dealer promotions
● Relatively low consumer promotions
● 10 sales people
Target Market(s) and Positioning
● Foreign consumers looking for American-made shoes
● Quality-focused
● Initially high price, lowered to compete

15. Home Marketing Program
● Advertising and consumer promotions

16. Domestic Marketing Program
● Advertising and consumer promotions

17. Foreign Marketing Program
● Quality focus
● Advertising
● Dealer promotions

18. Performance Indicators
● Primary focus on
domestic and foreign
region
● Less on home market
due to relatively
smaller market, and
lower growth potential

19. Market Share and Return on Sales

20. Financial Assessment

21. Key Lessons Learned
● Research and make appropriate preparations before
starting
● Maintain high quality through high product
development
● Take advantage of detailed market research
● Changed our initial plan
o Lower prices as products age
● Expand globally while tailoring to local needs
● Reduce contract bids in order to gain more profit

22. Future Plan
● Invest more in product development to gain
a competitive advantage
● Continue lowering each region’s price
strategically against competitors
● Invest in market research to capture a sense
of the competitive environment

23. Future Plan
Home Region Domestic Region Foreign Region
Price
Advertising Maintain
Consumer
Promotions
Sales People Maintain Maintain Maintain
Dealer Promotions Maintain Maintain