RELEVANCE OF IGOR ANSOFFS PRODUCT

MARKET MIX IN SHOE CASELET

PRESENTED BYPANKAJ AGARWAL

PRETAM LAHAPOUSALI MUKHERJEESOURAV TIBREWAL

NAYAN SAHA

INTRODUCTION

XYZ (P) Ltd. manufacturing and selling leather shoes targeted mainly for the male buyers, nurtured themselves in shoe business in Kolkata in mid sixties.

Eventually they had to face a tight market situation as Bata shoe company and other shoe makers were entering the market.

As a result to retain the identification in shoe market this XYZ company started exploring the areas to get a suitable market condition. They selected a spot like Nagaland where by market research the company found a huge demand of well protected gumboot type shoes.

SHORT TERM Sales Optimisation In order to increase the sale of the product ( thick leathered

boots for male, comfortable shoes for women) we can introduce shoes of different sizes, shapes and colours.

Rate of usage is upto at least 6 months if not a year. We can open new outlets at different areas subject to the

availability of easy transport, market area in order to push up the sales.

Instead of focusing only on leather shoes for the male population we can shift our focus on the thick leathered boots for males( for the woodcutters), comfortable and fancy shoes for women and children that will protect them from insect bites.

SALES OPTIMISATION

We will concentrate mainly on the production of thick leathered gumboots for males and comfortable shoes for women as well as young people. We can also focus on manufacturing the shoes specially designed for the people treading the slippery rocky area.

MEDIUM TERM

NEW PRODUCT DEVELOPMENT Referring the scheme to R & D wing of the

company for producing specially designed shoes.

To utilise the existing labour and the machineries with minimum alteration and amendment.

LONG TERM

MARKET DEVELOPMENT To promote sale in the long run we can

concentrate on offering a discount ( keeping the profit margin stable).

We may provide different kinds of offers or incentives in booming period to the distributors.

We may also give incentives to the commission agents if they reach to the targeted sales.

VERY LONG TERM

CONCENTRIC- We may concentrate on selling of thick leathered boots mainly for the safety of the woodcutters in respect of venominous insect bites.

NON CONCENTRIC- We may concentrate on the comfortable as well as fancy shoes for women and young people.

SWOT ANALYSIS Strength- Safety, comfort, durability as well

as attractive. WEAKNESS- If market availability of the

shoes do not meet the growing demand. OPPURTUNITIES- Sale may increase as the

specially designed boots will cover most of the demand of the consumers.

THREATS- Competitors may enter the market. Sale may come down.

FOUR SEGMENTS

PRESENT MARKET- PRESENT PRODUCTLeather shoes targetted only for the adult

male population.

PRESENT MARKET – NEW PRODUCTLeather boots designed for protecting the

bites from poisonous insects. Comfortable and fashionable shoes for women and young people.

FOUR SEGMENTS

NEW MARKET – PRESENT PRODUCTMale leather shoes will not be accepted in the

new market of Nagaland.

NEW MARKET- NEW PRODUCTSThick leathered boots will have greater market

accessibility in Nagaland Area.

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