... TOMS Shoes Written Assignment #1 By Eduardo A. Flores 1. The video suggests that TOMS shoes are primarily bought and valued by a younger generation. Discuss how each of the following generational groups might react to TOMS shoes: the baby boomers, Generation X, and the Millennials Considering the present economic instability, the sense of environmental responsibility and the inner maturity carried by the 78 million plus baby boomers, I believe TOMS shoes would have a very proactive response from this generational group (Baby Boomers) as far as consumption is concerned. I believe it could work both ways, they might purchase them as gifts to a younger family member or they might like a model and purchase it for themselves, either way is the “One for One” marketing strategy that motivates their sense of giving (shoes) that ultimately nurtures the enjoyment of helping others while they help themselves saving some extra money. According to the textbook, Principles of Marketing 14th Edition, one study showed that boomers, on average, see themselves 12 years younger than they actually are. And rather than viewing themselves as phasing out, they see themselves as entering new life phases. “Today’s boomer’s think young no matter how old they are.” This supports the idea that boomers could adapt with easiness to TOMS shoes since they see themselves in a juvenile way and TOMS shoes are primarily targeted to young...
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...Toms Shoes- Case Study ------------------------------------------------- Table of Contents 1. Executive Summary……………………………………………………....3 2. Situation Analysis .....................................................................................4 3. Analysis of case issues using marketing theory 3.1. The trends in the marketing environment …………………….. 5 3.2. Creating value for customers.......................................................6 3.3. Fitting in with the changing marketing environment...................7 4. Conclusion...........………………………………………………………....8 5. References………………………………………………………………...9 1. Executive Summary In the era of globalization and highly competitive business world, it is the goals and desire of every company to take a good portion of market share for their products in the market place. People in different geographic locations are more connected ever than before with advancement of internet and air travels. Online blogs, YouTube and social networking web sites have changed new socio culture across demographics especially in younger generations. Consequently, consumers are also becoming well informed about the brand and products, value conscious and their purchase decision are made beyond the quality of product and its face value alone. The aim of this study is to analyse the key concepts of Toms Shoes Company marketing strategies and important factors that influence the success of this relatively new shoes...
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...Today, according to TOMS SHOES, is ONE DAY WITHOUT SHOES day. I love the idea. I am barefoot today. But more interesting to the business world, and especially those trying to understand how social media marketing can work for them, and how to market a concept or idea over a product, TOMS SHOES is a fascinating case study. TOMS is a for-profit company with a social cause. TOMS has a model of buy one, give one. For every pair of shoes bought, TOMS donates a pair to someone in the developing world who has no shoes. The company was founded in 2006, and has taken off. SO much so that TOMS has the marketing power to put together a day where more than one million people will go all day without shoes on. They have done a lot of things right, including creating a beautiful YOU TUBE video explaining the ONE DAY WITHOUT SHOES concept. The founder of TOMS explains in a USA TODAY article why he decided to found a for-profit company instead of a charitable organization: “When I first decided that I wanted to do something about this problem, I had a few options. I could have written a check to a charity or foundation for a one-time donation. But it didn’t feel right. By being a for-profit, we’re more sustainable,” he explains. In the world of entrepreneurship, I admire and respect Blake Mycoskie. He has started a company doing something that he loves, is passionate about, and can also do some social good. He has been super smart about how to get the message out about what and how he is doing...
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...Today, according to TOMS SHOES, is ONE DAY WITHOUT SHOES day. I love the idea. I am barefoot today. But more interesting to the business world, and especially those trying to understand how social media marketing can work for them, and how to market a concept or idea over a product, TOMS SHOES is a fascinating case study. TOMS is a for-profit company with a social cause. TOMS has a model of buy one, give one. For every pair of shoes bought, TOMS donates a pair to someone in the developing world who has no shoes. The company was founded in 2006, and has taken off. SO much so that TOMS has the marketing power to put together a day where more than one million people will go all day without shoes on. They have done a lot of things right, including creating a beautiful YOU TUBE video explaining the ONE DAY WITHOUT SHOES concept. The founder of TOMS explains in a USA TODAY article why he decided to found a for-profit company instead of a charitable organization: “When I first decided that I wanted to do something about this problem, I had a few options. I could have written a check to a charity or foundation for a one-time donation. But it didn’t feel right. By being a for-profit, we’re more sustainable,” he explains. In the world of entrepreneurship, I admire and respect Blake Mycoskie. He has started a company doing something that he loves, is passionate about, and can also do some social good. He has been super smart about how to get the message out about what and how he is doing...
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...TOMS Shoes TOMS Shoes is a unique organization that combines both a for-profit component and philanthropic component to its business model. This unique blend has given TOMS the chance to be able to reach out to children in impoverished countries and supply them with the shoes they desperately need. It enables the company to be self-reliant in donations rather than having to solicit them. Blake Mycoskie got the idea for his company when visiting Argentina’s impoverished villages. He witnessed firsthand the poverty of people and how much shoes could make a difference in their lives. He decided to adopt the alpargata, a slip on shoe that is an Argentinean custom. All it took was one article in the Los Angeles Times for business to explode. After the immense success from selling shoes, TOMS decided to start selling eye ware and donate eye ware to countries that do not have them. Just like every shoe bought helped a child in need, every piece of eye ware sold helped a child in need as well. They decided to start giving eye ware donations to Nepal. TOMS takes its social responsibilities seriously and does a great deal of planning before going into impoverished countries and giving out donations. Although the company does not have a budget for marketing, they make up for through customer satisfaction, One Day Without Shoes campaign, celebrity endorsements, and the brand ambassadors they hire through internship opportunities that help spread their message. Customers are still...
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...carefully about how to define its strategy: TOMS a. Defining the industry in which your firm competes. Establish the average economic performance for the industry, and comparative performance for your firm. The US footwear industry is consisted of four basic product categories in the market: casual (52%), athletic (31%), dress and rugged shoes. There is an increased competition, due to larger mergers and acquisitions. The demand for the shoe industry is driven by fashion and demographics. The profits are mostly depending on the design, especially small companies in the industry use more differentiated and superior designs, along with superior marketing. 95 percent of all footwear sold in the U.S is imported. The logistics and the delivery of the products are the most important things for the footwear industry. China has been he main source for imported footwear. The domestic players in the industry are facing a great competition with imported footwear from China and other outsourced countries. However, Toms is one of the companies that completely manufacture the shoes in other countries, so that they are not experiencing any negativity in terms of tariffs. b. Identify key competitors in your firms industry (minimum 2 competitors), and assess the competitive position of your firm and their competition. Key competitors for Toms are Converse and Keds. Both companies are privately owned just like Toms Shoes. The companies’ main revenues are coming...
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...Kadwadkar Kanad Chatterjee Contents 1. Introduction and summary of the book……………………...1 2. Statement of Objectives of the Study………………………...1 3. Method of Study……………………………………………….1 4. Chapter wise summary and critical analysis………………...2 5. Theoretical framework………………………………………..5 6. Relating theory to practical aspects…………………………7 7. Learning and conclusion………………………………………9 8. References………………………………………………………9 Introduction and summary of the book Start Something That Matters is an inspirational auto-biography of Blake Mycoskie, the founder of the shoe company TOMS. The book revolves around the life of Blake, his inspirations, his philosophies on life and the setting up of his various entrepreneurial start-ups, particularly TOMS. In 2006, while on a vacation in Argentina he came across a shoe called the Alpargata and thought it would sell well in the United States. On the same trip, he met an American woman who was running a shoe drive, to deliver shoes to poor Argentine children. He thought of starting a for-profit business to help provide shoes for these children. He came up with a solution that guaranteed a constant flow of shoes, instead of occasional shoe donations by strangers. Thus was born Toms Shoes, short for "Tomorrow's Shoes." The ideology of the company was to donate a pair of shoes to a poor child for every pair sold. The business started operations from Blake’s apartment with two interns working without stipends. The challenge...
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...IMBA article: http://irps.ucsd.edu/assets/001/503691.pdf http://www.slideshare.net/KathrynWatts/toms-shoes-28792436 https://www.behance.net/gallery/2855131/TOMS-Shoes-Media-Plan-Campaign On April 10th thousands of people around the world ditched their footwear for TOMS Shoes annual “One Day Without Shoes;” a campaign aimed at showing the impact a pair of shoes can have on a child’s life. It is heavily rooted in social media – supporters share experiences by Tweeting the #withoutshoes hashtag. AOL, a Simply Measured customer, partnered with TOMS to build online momentum leading up to 4/10. For us data geeks, AOL’s use of social media analytics was particularly interesting – both as a rally call for consumers and a as way to message results internally and externally. Looking at the data from these efforts serves as great case study for measuring and communicating social media analytics. Using Social Media Metrics as a Rally Call AOL created excitement around a social media metric – reach – asking consumers to help distribute the #withoutshoes messages to over 1,000,000 people before April 10th. By reporting reach each day of the campaign, AOL set a collective goal and communicated the impact to participants. At Simply Measured, we tend to think about social media programs like a megaphone. You put content in and when things work well, your messages get amplified. In this instance, AOL aligned their campaign goals around this amplification in a way that compelled consumers...
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...minimal governmental interference. Without entrepreneurs, or the restriction of entrepreneurial growth, the US would or could become a socialistic or even communistic state where its citizens would rely on the government to provide them with their basic needs, including employment. Without entrepreneurs technology advances would be stagnant. Entrepreneurs take great risks. But it’s the road that leads to the rags-to-riches dream and keeps America on top of the business world. Pioneering capitalists and entrepreneurial leaders didn’t have the advantage of being able to study business geniuses and learn their leadership styles and how they would approach methods leading to business success. They were the geniuses that paved the road for the way we do business today. Thanks to those first pioneers and others that followed through the industrial revolution and beyond, today we have many business giants we can study to get an idea what it takes to be a successful entrepreneur. In this paper I will analyze and describe two leading entrepreneurs, Victor Kiam and Blake Mycoskie in terms of their leadership styles and how each would apply major business principles concerning a profit-oriented entrepreneurial approach and/or a social-responsibility approach where their primary goals are to make a profit or provide a positive impact on society respectively. I’ll also...
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...Introduction/Background of the study Objective of the study Scope of the study Methodology Project findings Recommendations 1. 2. 3. 4. 5. 6. References Executive Summary As Prahlad and Hat point out, the economies of vastly populated countries such as China, India,and the former Soviet Union present a profusion of consumers and immense growth potential for multinational corporations. The trick is for senior management to fully understand that this market possibility exists and that tapping into it may require a radical departure from the traditional, developed-economy mindset. As Nike’s financial record indicates, market saturation and intense competition in Tier One economies has squelched Nike’s growth trajectory. While the Swoosh continues to penetrate typical Western markets, tapping into the increasing numbers of “middle and lower class” consumers in emerging markets could offer a phenomenal expansion opportunity if the firm can create the right business model. In addition, beyond the potential economic benefits from this venture, Nike’s World Shoe Project also offers a credible response to the labor issues that have buffeted the company, and leverages their efforts to minimize the environmental impact of their production activities. • Introduction/Background of the study The words “Just make me the shoe!” echoed down the boardroom table to Tom Hartage a 17 – year veteran of the running shoe company, Nike Inc. Tom Clarke, president of the ...
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...Innovation in the Fashion Industry: A Study of Four Cases 1 Table of Content Introduction Page 3 Page 3 Page 3 Page 5 Page 6 Page 6 Page 8 Page 10 Page 12 Page 13 Page 14 The history of fashion Major trends and developments in fashion Company Selection Analysis of the Companies House of Einstein Zara Fragile TOMS Conclusion Teamwork References Appendix 2 Introduction The history of fashion In order to fully understand where the fashion industry stands today in terms of organizational forms and strategies, we first look at the transformation this industry has gone through. This paragraph will analyze the changes that have occurred in the fashion apparel industry in the past century. We will also discuss some of the major trends that are visible in the fashion industry today. Up until the 1960s, the fashion industry was roughly divided into two groups. First there were firms which were based on mass production, with low costs and standardized styles that did not change frequently (Bhardwaj & Fairhust, 2010). During this time, a large group of consumers was less sensitive to fashion and had a preference for practical, basic apparel. Secondly there was the luxury fashion industry, which originated in France. A small group of French traditional players set up a special ...
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...Houser Shoes Gary Houser started his shoes career working for International Shoe Corporation part-time while attending college. In 1973 an opportunity arose, Houser collaborated with a few partners contracted into a 3 store lease. This strategy encouraged Houser to venture on his own. The first Houser Shoes opened in Gastonia, NC in 1976(Houser Shoes, 2007). In addition, the implementation process was a success and grew to be an 11 store operation in no time and one of the southeast’s largest independent retailers, and is still owned and operated by Gary Houser (Houser Shoes, 2007). In 2000, Houser and his daughter Beth Houser created a shared vision for another chain of stores named GB Shoe Warehouse, which is also one of the southeast's largest shoe stores. Houser has a total of 150 people employees and embraces the strategy of making stakeholders feel special and realizes that its staff that is the backbone of its existence and people have faces and names not just numbers. Social Network Building the first step to building a social network is identifying those on whom the project depends for success (Gray & Larson, 2006). And that's why employees at all the Houser Shoes stores are friendly and welcoming. Houser has a managing project reward system that assigns the leadership team the responsibility of managing the reward system that encourages stakeholder’s performance and extra efforts (Gray & Larson, 2006). The retail fashion industry is con-steadily changing, Houser...
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...Marketing Plan Oliberté International Marketing MIB Front - Team 4 I. Executive Summary II. Concept Statement A. Company Background and Mission B. Products and Services C. Business Model: Sustainability and Uniqueness D. Strategic Intention E. Marketing F. Risk Analysis G. Differentiation H. Evaluation: Factor of success III. Situation Analysis A. Industry Analysis 1. Industry overview 2. Porter five forces 3. Market size 4. Position in the market life cycle 5. Available distribution structure, plus attitudes and practices 6. PESTEL 7. Risk Analysis B. Firm Analysis 1. Brief history of the company and stage of internationalization 2. SWOT Analysis 3. Stakeholder Analysis 4. Product Development and Product Extension 5. Pricing and Financial Policy 6. Internet and E-commerce 7. Organizational Structure C. Competitor Analysis 1. Competitive Positioning: Direct and Indirect Competitors 2. Market Share Distribution 3. Future Competition – Direct and Indirect Competitor 4. Barriers to Entry 5. Competitive Advantages D. Customer Analysis 1. Who are your customers? 2. What do customers want/need? 3. What must be done to satisfy their wants and/or needs? 4. What is the size of the market? 5. What is the growth profile? IV. Strategic Marketing Decision A. Marketing Scope B. Marketing Goals 1. Successfully launch and market the expansion of the product offer 2 Marketing Plan Oliberté International Marketing MIB Front - Team 4 2. Successfully launch and market the...
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...American University of Nigeria School of Information Technology and Communication INF 402 Group Work Group Members * Amina Ramallan A00011501 * Abdulrazak Gashash A00011462 * Ibraheem Babalola A00010481 * Victory O. Okurakpo A00013215 Abstract Although the application of Information and Communication Technology (ICT) in rural areas can be advantageous, there are also some limitations that may hinder the development of these areas. This study aims at identifying the problems that are caused by ICT in the application of electronic commerce and electronic business in rural Nigeria. The paper will point out these limitations and give solutions to each, thereby ensuring a smooth development process. The following limitations were found: System scalability and available customers, fraud and identity theft, delivery time and uncertainty, trust and customer satisfaction. Key words: Electronic commerce, Electronic business Methodology: The method used in this research is Internet research and personal observation. Solutions To The limitations Of E-commerce And E-business According to Wikipedia: “Electronic commerce consists of the buying and selling of products or services over electronic systems such as the Internet and other computer networks. It is more than just buying and selling products online. It also includes the entire online process of developing, marketing, selling, delivering, servicing and paying for products and service”. Wikipedia also...
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...THE GLENCOE LITERATURE LIBRARY Study Guide for To Kill a Mockingbird by Harper Lee i Meet Harper Lee at the same university. In 1949, however, she withdrew and moved to New York City with the goal of becoming a writer. While working at other jobs, Lee submitted stories and essays to publishers. All were rejected. An agent, however, took an interest in one of her short stories and suggested she expand it into a novel. By 1957 she had finished a draft of To Kill a Mockingbird. A publisher to whom she sent the novel saw its potential but thought it needed reworking. With her editor, Lee spent two and a half more years revising the manuscript. By 1960 the novel was published. In a 1961 interview with Newsweek magazine, Lee commented: Writing is the hardest thing in the world, . . . but writing is the only thing that has made me completely happy. To Kill a Mockingbird was an immediate and widespread success. Within a year, the novel sold half a million copies and received the Pulitzer Prize for fiction. Within two years, it was turned into a highly acclaimed film. Readers admire the novel’s sensitive and probing treatment of race relations. But, equally, they enjoy its vivid account of childhood in a small rural town. Summing up the novel’s enduring impact in a 1974 review, R. A. Dave called To Kill a Mockingbird . . . a movingly human drama of the jostling worlds—of children and adults, of innocence and experience, of kindness and cruelty, of love and hatred, of humor...
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