Preview

Kinky Boots Essay

Satisfactory Essays
Open Document
Open Document
490 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Kinky Boots Essay
TRICOIRE Alexandre
BA 2040
10/13/11

Kinky Boots

Kinky Boots is a movie produced by Julian Jarrold in 2005, it tells the story of Charlie Price who inherits a traditional Northampton shoe factory from his father. Charlie discovers that the business is in trouble. Price & Sons factory is four generations old, they have the advantage of the experience and the knowledge how to create good quality shoes but the weakness is the price which is too high. Even if the durability of the shoes is considerable, due to the economic crisis in England people can’t buy Price & Sons shoes. The factory is threatened by the East-European shoes factory, they make less quality shoes with less durability but cheaper; consequently, people have tendency to buy the cheaper one. However, the factory has a lot of experienced workers so it has the opportunity to react by creating a new product with good quality. One night in London, Charlie sees Lola a drag-queen who wears shoes with high-heels broken because of her weight. Meeting Lola gives Charlie the idea of making high-heeled shoes for the niche market of cross-dressers. The firm enter in the phase of new product development, Charlie got the idea of creating new type of shoes that is the first phase called idea generation. Then, the second phase is the product concept and development screening, in this phase Charlie and Lola find the best way to create high-heel shoes with steel structure to support male’s weight. Immediately, workers get down to business, stitching, stamping and operating machinery, to get the factory back in the business of crafting quality shoes. Next, Charlie has to develop a marketing strategy, he has to analyze and segment the market and target the potential customers, which are the drag-queens. By offering one or more products to a single segment, he decides to develop a concentrated targeting strategy. Moreover, he has to positioning his product, he develop a marketing mix that provides a

You May Also Find These Documents Helpful

  • Powerful Essays

    JGT Task 3

    • 1072 Words
    • 4 Pages

    In this task, we were asked to decide which method Shuzworld should consider for the manufacturing of its sneakers at all possible volumes of output. The possible methods to be considered are:…

    • 1072 Words
    • 4 Pages
    Powerful Essays
  • Satisfactory Essays

    This ties into the entire health conscience attitudes that people have developed. The initial product launch would be a walking/running shoe. Most people who walk also incorporate running into their workout regimen. Shoes need to be able to support the feet and ankles providing for greater stability for the person wearing them. Understanding that the market has hundreds of pairs of shoes on the market already, they need to be versatile and durable. Offering exchange or money back guarantee gives customers trust that the product is good and if something is not they are not losing. The production of these tennis shoes needs to be done in an area that helps create jobs for areas via a manufacturing line. This also creates a bond as people will be putting money back into the economy, helping it to grow. Layout of this facility needs to be created so that it allows for the use of materials in one location, avoiding employees having to go to different areas to obtain the materials needed. Store front design should have an inviting appeal that draws customers in. Once a customer comes inside you have a greater chance of selling your…

    • 551 Words
    • 3 Pages
    Satisfactory Essays
  • Powerful Essays

    Holey Soles

    • 1331 Words
    • 6 Pages

    This case analysis will focus on the issues surround the lifestyle product company Holey Soles. Psychologist Ann Rosenberg founded the company in September 2002. She initially operated in her garage and backyard, until she recruited Joyce Groote (now current CEO of Holey Soles) and expanded the company into other parts of North America. Holey Soles focuses on creating innovative footwear made from their trademarked technology SmartCel and SoleTek, which is an injection-molded foam technology. As of July 2007, sales had grown at 300% in each of the last two years and the company was ranked number four in the 2006 Profit magazine ranking of Canada’s Emerging Growth Companies. However as they continue to operate, they find themselves getting pushed back by their number one competitor, Crocs. By mid-2007, Crocs sales were 33 times the sales of Holey Soles. Holey Soles has a revenue target of $40 million by 2009, and to achieve this target, they will need to focus on the issues surrounding their company and hindering its growth. We have decided that the core issue surround the company is how to reach the goal of $40 million. They need to address the possible alternatives of either expanding into other products besides footwear, implementing a more aggressive marketing strategy, changing their 2-year goals completely, or maintaining the status quo. These alternatives will depend on the assessment of the time frame, cost, and current and potential competition. Upon analyzing all situations and alternatives, we have decided that the best solution for Holey Soles would be to expand the company by creating other product lines made form their trademarked technology. Only through this method will they be able to generate enough revenue to meet their $40 million goal.…

    • 1331 Words
    • 6 Pages
    Powerful Essays
  • Powerful Essays

    The following paper is the last step in the final marketing plan for Team C’s newly created product for an existing company, which in this case is Nike Corporation. The team was required to compile the last four weeks of assignments in which the team discussed the different aspects of marketing a new product. In this final phase of the five week long assignment, the team was to combine their Strategy and Positioning and Product, Pricing, and Channels papers along with their promotional strategy for the new running shoe into a single Marketing Plan.…

    • 4965 Words
    • 20 Pages
    Powerful Essays
  • Powerful Essays

    Case Study Damn Heels

    • 1045 Words
    • 4 Pages

    The Damn Heels case study is about a female business student form Ryerson University in Canada. She came up with the idea to turn heels into flat bottomed shoes. The reason behind this was to allow women to wears heels during the main events they were attending, and then when the events were over they could then transform the heels into heelless flat bottomed shoes. These shoes are planned on being issued at a lowered price point of $20 dollars compared to their competitors. There is no other product like there so it is important for Coleman to expand her brand name. She is currently focusing on the Chinese and North American retail markets. This case study goes further detail about her SWOT Analysis and other marketing strategies.…

    • 1045 Words
    • 4 Pages
    Powerful Essays
  • Powerful Essays

    Eden Creations

    • 840 Words
    • 4 Pages

    Problem Statement/Issue(s) Identification: It is August 2nd, 2004, and Melissa Jean, Designer and Owner of Eden Creations, must develop a formalized marketing plan – including target market, positioning and marketing mix – to ensure the continued success of her company. Jean designs and crafts specialty beaded jewelry as accessories for weddings and other bridal occasions, and primarily sells through bridal retailers in London, Ontario, and surrounding areas. Jean’s decisions to reach her financial goals for the next year must be made before returning for her postgraduate education in September.…

    • 840 Words
    • 4 Pages
    Powerful Essays
  • Satisfactory Essays

    Econcon

    • 374 Words
    • 2 Pages

    Some girls (consumers) prefer wearing sandals than wearing tennis shoes, therefore, a shoe company will produce sandals and tennis shoes so both types of costumers will buy their products.…

    • 374 Words
    • 2 Pages
    Satisfactory Essays
  • Powerful Essays

    Lululemon Essay

    • 1541 Words
    • 7 Pages

    Sue Koenig is the owner of Joggers Universe, a retail store that sells high-end running shoes. Sue started Joggers Universe in 1987 when she was 24 years old. Being a nationally ranked runner herself, she has excellent knowledge in what runners and joggers want. When there was a “jogging boom” Sue’s business became very successful. Now Sue finds herself facing challenges and a decline in customers. She tried strategies like adding all different kinds of sport shoes to her store as well as fashionable sportswear in anticipation of attracting more customers resulting in a rise in sales. She noticed even after making this change that her sales had flattened. Her store is also suffering with the rise of competition. Now, Sue is trying…

    • 1541 Words
    • 7 Pages
    Powerful Essays
  • Best Essays

    Ben Sherman a popular fashion brand among the young generation is offering a range of men’s wear. The company has balance marketing mix in its target market. At the moment it’s focus in a specific market segment, which has restricted it product to reach globally as well as increase, it’s market share in such a competitive fashion industry. The company should seek either product oriented strategy in which it should produce such a quality product that will self themselves this strategy is only viable if the product is really superior, unique or can add competitive advantage which is mainly subject to the acceptance by the consumer of Ben Sherman or it can develop new market by observing the need, demand and perception of the market and should produce a product that can fill the market gap. For the company like Ben Sherman that offers a medium price medium brand good it is more practical to focus in market oriented strategy. This can be equally integrated with it’s new website that can provide a large information about the current trends.…

    • 3024 Words
    • 13 Pages
    Best Essays
  • Powerful Essays

    Nike Accounting

    • 3659 Words
    • 15 Pages

    completely open field to develop the business. Fortunately, the debut of a new signature shoe for…

    • 3659 Words
    • 15 Pages
    Powerful Essays
  • Good Essays

    Tom's Shoes

    • 384 Words
    • 2 Pages

    The success of TOM’s Shoes centers around the phenomena of Cause-Related Marketing. Blake Mycoskie, entrepreneur and self proclaimed ‘Chief Shoe Giver’ of TOM’s, traveled to Argentina originally and identified a need: that of children needing shoes. This need had the identifiable consequence of disease, which could be easily avoided were shoes to be supplied. It was then a process of identifying a target demographic (in his case, young people between High School and College age) and the vehicle: one pair of shoes to a child for every pair sold to a customer.…

    • 384 Words
    • 2 Pages
    Good Essays
  • Good Essays

    The Red Shoe Essay

    • 1026 Words
    • 5 Pages

    Ursula Dubosarsky book "The Red Shoe” is creative, fascinating and keeps you on the edge of your seat. This has been done by creating a mysterious fear, for each individual character and carefully unravelling the main cause, which links everything together, near the end. I believe the core of this book is the fear and secrecy of each character from each other and the one incident at the Basin that this book revolves around. The concept of fear differs from character to character, for instance Matilda’s fear results in Floreal being created. There is fine line in knowing things and understanding and reacting to things that may be outside you comfort zone.…

    • 1026 Words
    • 5 Pages
    Good Essays
  • Powerful Essays

    Cole and Parker have a lot of obstacles to overcome to grow as an organization. Their main threat is that they are using a non-effective promotional tool, which has to be stronger in the future. Their product is ‘Bold designed socks’ and due to the competition it is hard for them to compete, and due to the public’s awareness of Cole and Parker it has made them even harder to compete in such an environment.…

    • 10085 Words
    • 45 Pages
    Powerful Essays
  • Powerful Essays

    Footwear industry in China was lucrative, since there was an increasingly number of people buying brand shoes and increasing franchising opportunities, most shoes companies are expanding, thus the competition between shoes companies in the same market share becomes more and more fierce. (Arms, 2003) For New Balance Company, In order to maintain a substantial amount of market share, to target several suitable segmentations is vital. Those profitable segmentations can make New Balance Company become more competitive among its competitors such as Nike, Adidas and Reebok. In the following section, different potential segmentations will be classified and discussed by analysing different group of customers’ characteristics, needs and wants.…

    • 1471 Words
    • 6 Pages
    Powerful Essays
  • Satisfactory Essays

    Noter

    • 398 Words
    • 2 Pages

    In the future it is my duty to create my own brand using my past experiences and visions to be the best that it can be. This diagnosis paper…

    • 398 Words
    • 2 Pages
    Satisfactory Essays