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4 - New Market Selection
For Pantofola d’Oro we have chosen to focus and develop our new marketing plan in the European and United States markets. We believe that there is potential success in these markets for children’s soccer shoes and each meets the criteria for satisfying this success.

4.1 – European Market As discussed previously in the market success factors section, there are several different factors that must be present in order for Pantofola d’Oro to be successful in these new markets. The population of Europe is estimated to be around 750 million people. This is a huge number of people that could be marketed to. Even though there has been a declining birth rate in recent years, there is still a huge prevalence of young children. In addition to having a mass of children, soccer is recognized as the most common sport in Europe, or as they call it in Europe, “football.” Since these children’s soccer shoes are equipped with new technology and will have to be sold at a greater price to make profit they will need to be marketed to families with higher income levels. Therefore we have to consider the economic environment of Europe. Income is a big concern for European countries. The income share of the richest 10% of Europe’s population is largest in Portugal, followed by Bulgaria, Latvia, the UK, and France having the richest 10%-25%. Based on this information I think we should focus mainly on these specific countries mostly, considering they will be the majority of consumers willing and able to buy this relatively more expensive product.

4.2 – United States of America

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