1. Geox was using the type of Incremental and technology innovation, which provided the small improvement in current product line. With the slogan “the shoe that breathes”, Geox created the innovation of rubber soles and leather soles patent which could let shoes waterproof and breathable made people felt more comfortable to wear it.
2. Geox used the blue ocean strategy that created a new market place rather than competed with others in the existing industry. They also redefined the market space with its unique proposition, slogan (breathing shoes) all around the world and for all the market segments to marketing its value and specialty. They were also customer oriented, created value by listening carefully to customer’s needs. They also tried to be a family brand that covers most of the market segments not only adult (men, women) but also children, with full ranges of models for different uses (casual, sports, fashion…)
3. Because Geox is the first company entered the field, they don’t have competitor in the breathable shoe market when they first came in. They not only don’t have competitor but also have the opportunity to apply for the original patent and corollary patents which made the competitor hard to copycat their technology. They also researched cross-market to position for products, and expanded the production to include sports footwear to diversity the market.
4. I think Geox did enter an attractive industry because shoes are the kind of product that people will wear for every single day. Due to the reason that people need to wear shoes everyday so most of customers have the willing to pay more money on better shoes. Geox always trying to be a customer oriented and innovation-oriented company. By the strategy of constant focused on research and development, Geox could precisely predict the market, and they finally have competitive advantage in the shoes