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Damn Heels

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Submitted By keya2793
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Individual Case Analysis
Damn heels
Individual Case Analysis
Damn heels
Student id: 7783201
MKT 7010 A01 October 27, 2015
Student id: 7783201
MKT 7010 A01 October 27, 2015

Source: www.damnheels.com
Source: www.damnheels.com

Executive Summary
Damn Heels is an idea conceptualized by Hailey Coleman, a young business student based in Toronto, Ontario. The idea is to provide women with a solution for switching from heels to flats easily. A lot of women face this problem where an occasion requires heels as a dress code but would like to switch to a more comfortable option later. Hailey intends on launching this venture by year ending 2009. Damn Heels has a few American and European competitors and no Canadian competitors while the footwear industry has been growing gradually for while. Damn Heels’ target market are females between age 20-25 primarily. Hailey has very limited funds at her disposal for starting the venture and no funds for first year of promotions and hence will rely heavily on social media.
Hailey Coleman has to calculate the feasibility and profitability of this venture and decide whether to launch it or not. The criteria used for the decision making process are net profits and breakeven profits generated, initial investment and risk factors of various distribution channels.
The breakeven point is quite achievable according to Hailey’s profit projections and the initial investment is less due to low set up costs. Damn Heels is an unsought product and will require a lot of effort in promotions to convert it to a sought product. The quantitative analysis show that the venture is profitable and hence it is recommended that Hailey Coleman go ahead with the launch.

Decision Statement
After months of careful examination, product development and consideration,

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