Enhancing the Market Plan

MKT 500 - Marketing Management

Dr. Adina Scruggs

March 11th, 2012

Stacy Allen

Just for Women has two direct competitors that are close to the Randolph, Massachusetts area.
* Parade of Shoes whose shoe styles seem not be cutting edge. The price range for their shoes are $30-$100 . They offer brand name shoes at a discount and customers can order shoes online and receive then next day or ground at an additional fee.
* Shoe Barn whose company tends to sell knock off brand just like name brands. Their shoe prices range from $10-$75. They offer kids and men shoes. Shoe Barns is a family owned business, and are focusing on customers to Their store suffers from disorganization, cluttered displays and poor customer service. To assess the strengths and weakness of Just for Women competitor we will use the Competitor capabilities Matrix, which is broken down into five major categories: The ability of the competitor to conceive and design new products. The ability of each competitor to produce the product or deliver the service. The ability to market. The ability to finance, and The ability to manage. When customers can not discriminate between products, they consider the product to be commodities and the main determinant of which product is purchased is price. The basis on which customers will choose your product over the competitors is called differentiate. Just for Women Shoes will develop a competitive advantage that includes the following: Generate customer value- It will improve some characteristic or be relevant to some aspect of the product or service that is valued by the customer. The increased value will be perceived by the customer- Even if our product is better then the competition, if the customer cannot discern this point of difference, it is