Download - TOM's Shoes Case Study
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Video CaseTOMS’ Shoes
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What trends in the marketing environment have contributed to the success of TOMS shoes?
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“doing well by doing good”
and eco-consciousness
Social
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Did Toms’ Shoes first scan the marketing environment in creating its strategy, or did it create its strategy and fit the strategy to the environment? Does this matter?
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If the world were a village of 1,000 people…
250 would have no shelter
330would have no electricity
140 would be illiterate
200 would be malnourished230 would drink pollutedwater
400 would haveno shoes.
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Is TOMS’ Strategy more about serving needy children or about creating value for customers? Explain.
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Serving needy children “We don’t just drop the
shoes off…“We placethe shoes on each child’s feet so that we can establisha connection…
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