Shoes for Moos
CASE SUMMARY
Jim Wells, owner of Wells Work and Casual Wear plan to establish a new business that focus on selling shoes for Moos. The main objective of the new business is to design a special shoe for cow that can improve the recovery rate of infected hoof by protecting the hoof from moisture and dirt on the ground. The next step would be finding the best way to introduce and market their new product.
Currently there are only two competitors on the market who provide similar product for treating infected cow hoof. The first competitor product is knows as Hoof Shoe which comes in three different color. It basically lifts up the foot of the cows with structural foot problems to prevent it from touching the ground. The Shoes were priced at US$21.80. The second competitor product is knows as Hydrotherapy Boot that comes with a complete hose, suspender, and a compressor. It cost US$ 400 and it is for clinical use only.
Before venturing into the new business Jim Wells did several researches and findings on the new product. These include market research, product pricing, product distribution and product promotion. In term of market research, Jim Wells had identified several potential markets in Canada and US. Potential client of MOO shoes include owners of dairy, beef, show, research and breeding cattle. Based on the result of the customer analysis, it show that the sales of MOO shoes would be focus on dairy cows and beef cows because both types of cow cover majority of the cow market. Besides that, the need of MOO shoes is far greater for dairy cows and beef cows compare to others because problem hoof on dairy cows and beef cows will affect the productivity of milk for dairy cows and beef for beef cows.
In term of product pricing, Jim Wells receive an offer from Kaufman Footwear that the price for each shoe would be $19.00 and the minimum order is set on 100 shoes. Jim Wells would need to decide the selling price of the shoe to ensure that the shoe is
Jim Wells, owner of Wells Work and Casual Wear plan to establish a new business that focus on selling shoes for Moos. The main objective of the new business is to design a special shoe for cow that can improve the recovery rate of infected hoof by protecting the hoof from moisture and dirt on the ground. The next step would be finding the best way to introduce and market their new product.
Currently there are only two competitors on the market who provide similar product for treating infected cow hoof. The first competitor product is knows as Hoof Shoe which comes in three different color. It basically lifts up the foot of the cows with structural foot problems to prevent it from touching the ground. The Shoes were priced at US$21.80. The second competitor product is knows as Hydrotherapy Boot that comes with a complete hose, suspender, and a compressor. It cost US$ 400 and it is for clinical use only.
Before venturing into the new business Jim Wells did several researches and findings on the new product. These include market research, product pricing, product distribution and product promotion. In term of market research, Jim Wells had identified several potential markets in Canada and US. Potential client of MOO shoes include owners of dairy, beef, show, research and breeding cattle. Based on the result of the customer analysis, it show that the sales of MOO shoes would be focus on dairy cows and beef cows because both types of cow cover majority of the cow market. Besides that, the need of MOO shoes is far greater for dairy cows and beef cows compare to others because problem hoof on dairy cows and beef cows will affect the productivity of milk for dairy cows and beef for beef cows.
In term of product pricing, Jim Wells receive an offer from Kaufman Footwear that the price for each shoe would be $19.00 and the minimum order is set on 100 shoes. Jim Wells would need to decide the selling price of the shoe to ensure that the shoe is