...Distribution Program of Rusty Lopez’s Men’s Leather Shoes in Sweden Submitted By: Adrian Mikhos A. Crispo Miguel Pio C. De Ocampo Charlene N. Singson Submitted To: Dr. Esmeraldo Dimaculangan, Jr. Date Submitted: April 10, 2016 INTRODUCTION This section initially explained the reasons for choosing Sweden as the target country to export Rusty Lopez Shoes. Historical demand for men’s leather shoes in Sweden from 2011 to 2015 was analyzed and demand forecasted for the next five years. The market for men’s leather shoes in Sweden was then examined by identifying all players in the shoe industry, tabulating each company’s 2015 total sales and average price per pair. A more thorough study was made on the Top 2 players (Vagabond and Reebok) product, price, distribution, and promotion strategies. From the Top 2 players’ game plans, our group identified our target market and chose a positioning which could give Rusty Lopez Company a strong market position. We also developed a tagline to make the brand name stick to the consumers’ minds. Taking into consideration the opportunities we saw in the Swedish market and the strengths and weaknesses of Rusty Lopez Company, the group set a market share objectives for the next 5 years and translated these into peso and sales objectives. TARGET COUNTRY Sweden is the country that we chose to export products from Rusty Lopez. There are four main trends continued to shape the performance of apparel and footwear specialist retailers...
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