INTERNAL ENVIRONMENT ANALYSIS
PROMOTIONAL MIX (Product, Price, Place & Promotion)
Broad selection of well-styled shoes for people who required them to stand or walk several hours.
Price?
Place: Montreal, Quebec – find retailer to sell new shoe?
Promotion: Will need to develop brand and name as well as advertising direction.
RESOURCES
Technological: need to upgrade equipment, new technologies have emerged and they are not up to date, but not much since not a lot of technology involved.
Financial: need to increase profitability
Reputational – Promotional: currently only know for work they do for other companies as they do not manufacture their own brand shoes.
Management: Experienced and entrepreneurial management, have a foot in the footwear industry already.
Human: Already have workers on staff for manufacturing business
CAPABILITIES
Marketing: Lamont Shots will be able to advertise the new brand themselves, something they have never done.
R&D: Infrastructure is present already but they do need to upgrade.
Sales: Need to increase profitability.
Current Level of performance: 90% contract manufacturing, 10% occasional exports
EXTERNAL ENVIRONMENT ANALYSIS
COMPETITORS
- Highly competitive market
- Other new entrants have done so successfully.
Foreign Competition have lower labor costs and therefore can deliver product at lower overall costs. However, something the quality suffers.
- Other specialized shoe makers: Sports shoes: Nike, adidas, Puma & Reebok
- Other shoe retailing giants: Aldo, Bally, Steve Madden, Florsheim…
- Hush Puppy shoes, Kickers, Air w ...