MARKETING PLAN FOR WAVE SHOE COMPANY

CREATED BY SCOTT MELCHER FOR HOLDEN GRANT

1. Have a presence in all major west coast athletic shoe markets on the west coast and Hawaii (San Diego, Los Angeles, Bay Area, Portland, Seattle, Honolulu)

2. Begin second shoe style by the end of our 5th year

3. Grow profits by at least 10% each year

SHORT-TERM GOALS FOR WAVE SHOES

A focus on serious athletes who exercise at least once a week.

As a small new company, we will be able to give strong attention to our customers and their needs

Long-lasting shoes designed with runner input

WAVE STRENGTHS

We lack the ability to create a large variety of shoes

Our target markets are limited

The shoe industry is fairly new to our owner and investors

WAVE WEAKNESSES

Men’s athletic shoes have the largest market share at 20 %

Consumers are driven by three main motivations to buy shoes: quality, cost, and fashion

Possible target markets: teens, athletic adults, low-income individuals

Foot Locker and Payless offer greatest number of stores

CURRENT PRODUCT MARKET FOR SHOES

Create a high-quality running shoe

The target market will be adult men who exercise regularly

Focus on a small target market and getting into specific stores like Jack Rabbit and the The Running Store

RECOMMENDATIONS FOR PRODUCT MARKET

Biggest long-term challenge is the pull of outsourcing the productions of shoes

Outsourcing provides low-cost production and a higher likelihood of bigger profits

American made factories typically offer higher quality at a higher cost for us and the consumers

Endorsement deals present an additional cost for us, but sometimes with amazing results.

CURRENT FACTOR MARKET FOR SHOES

Begin by using American factories with American labor

Put the factory near the cities we hope to begin selling

Avoid costly endorsements until we wish to reach a larger market

RECOMMENDATIONS FOR FACTOR MARKET

PROMOTIONAL STRATEGY