Toms Shoes Marketing Case Study
Executive summary
TOMS Shoes(TM) was found in 2006, the founder Tom Mycoskie aimed that for every single pair of shoes the company sells, they give away one pair of free shoes to the child that needed(Armstrong and Kolter,2011). This concept is highly suited the current marketing environment, it built a strong market position by matched their customers view of self to their brand image. These strength has lead to the company's success in the shoe industry. However weakness of the company are, the company only uses the power of mouth, and refuses to advertising previously. On top of that,the fabric shoes they made is mainly focuses on the colleague students and teenagers(Schectman,2010). Opportunity for the company might be to expand their market overseas in order to achieve a larger economic scale, it should also design a marketing strategy that fit specificity to the brand, so that other shoes company focus on the same market segment won't threat the growth of TM.
Table of Contents
Introduction 3
Case issues 3
Case analysis&Questions 4
Recommendations for the Case 6
Conclusion 8
References 9
Introduction This case study will using a SOWT to outline the strength, weakness,opportunity and threat for TM. It will
TOMS Shoes(TM) was found in 2006, the founder Tom Mycoskie aimed that for every single pair of shoes the company sells, they give away one pair of free shoes to the child that needed(Armstrong and Kolter,2011). This concept is highly suited the current marketing environment, it built a strong market position by matched their customers view of self to their brand image. These strength has lead to the company's success in the shoe industry. However weakness of the company are, the company only uses the power of mouth, and refuses to advertising previously. On top of that,the fabric shoes they made is mainly focuses on the colleague students and teenagers(Schectman,2010). Opportunity for the company might be to expand their market overseas in order to achieve a larger economic scale, it should also design a marketing strategy that fit specificity to the brand, so that other shoes company focus on the same market segment won't threat the growth of TM.
Table of Contents
Introduction 3
Case issues 3
Case analysis&Questions 4
Recommendations for the Case 6
Conclusion 8
References 9
Introduction This case study will using a SOWT to outline the strength, weakness,opportunity and threat for TM. It will
References: Armstrong, G.Kotler, P, 2011, Marketing: an introduction, 10th edition, Pearson Prentice Hall, USA.