Marketing Planning for a Shoe Company Essay Example
Contents
Introduction 3
Objectives 3
Ansoff Matrix 4
Assumptions/Barrier to entry 5
Porters five forces model 6 Marketing Mix 7
Key problems, which may make implementation, plan difficult 10
Conclusion/Recommendation 11
Bibliography 12 Appendices 14
1
Introduction
Southern Shoe Company was a manufacturer of ladies wide-fitting, non-fashionable, plastic shoes in July 1991. Their recent sales had fluctuated quite aggressively in a market that had demonstrated a very high level of bankruptcies amongst manufacturers. The company did not really know what marketing was, or how it could be introduced.
This report will look at 3 marketing objectives covering the period 2001 2004 to help Southern Shoe Company understand how it can progress in the future. Each proposed objective would be justified through an analysis of the company and also by applying an appropriate theory. The report will then focus on one of the marketing objectives outlining in detail a tactical plan.
Finally the report will conclude looking at some key issues or problems that might make implementation plan difficult.
Objectives
After examining the Southern Shoe Company's report the following objectives have been proposed:
1. To achieve a 10% increase in sales in one year.
3. To gain 25% of the market for shoes by September 2004.
1. To achieve a 10% increase in sales in one year'
This objective was proposed having analysed the following table:
The table in Fig 1 (see appendix) shows the sales and profit for the year 1996-200
As you can see from the table the profits have declined from 1996 up until 2000, therefore there is a need for Southern Shoe Company to increase their sales.
2. To increase 60% brand awareness by 2004'
This objective is specific to the market response of brand awareness.
Introduction 3
Objectives 3
Ansoff Matrix 4
Assumptions/Barrier to entry 5
Porters five forces model 6 Marketing Mix 7
Key problems, which may make implementation, plan difficult 10
Conclusion/Recommendation 11
Bibliography 12 Appendices 14
1
Introduction
Southern Shoe Company was a manufacturer of ladies wide-fitting, non-fashionable, plastic shoes in July 1991. Their recent sales had fluctuated quite aggressively in a market that had demonstrated a very high level of bankruptcies amongst manufacturers. The company did not really know what marketing was, or how it could be introduced.
This report will look at 3 marketing objectives covering the period 2001 2004 to help Southern Shoe Company understand how it can progress in the future. Each proposed objective would be justified through an analysis of the company and also by applying an appropriate theory. The report will then focus on one of the marketing objectives outlining in detail a tactical plan.
Finally the report will conclude looking at some key issues or problems that might make implementation plan difficult.
Objectives
After examining the Southern Shoe Company's report the following objectives have been proposed:
1. To achieve a 10% increase in sales in one year.
3. To gain 25% of the market for shoes by September 2004.
1. To achieve a 10% increase in sales in one year'
This objective was proposed having analysed the following table:
The table in Fig 1 (see appendix) shows the sales and profit for the year 1996-200
As you can see from the table the profits have declined from 1996 up until 2000, therefore there is a need for Southern Shoe Company to increase their sales.
2. To increase 60% brand awareness by 2004'
This objective is specific to the market response of brand awareness.