Case Study Damn Heels
There Is no other product Like there so It Is Important for Coleman to expand her brand name. She is currently focusing on the Chinese and North American retail markets. This case study goes further detail about her SOOT Analysis and other marketing strategies. Discussion Questions Questions : Conduct a SOOT analysis for Damn Heels.
Strengths: One Strength of Damn Heels is that it is in high demand according to the surveys stated in the case study. 93% of women say their feet hurt by the end of the night due to wearing heels.
One if the areas she will be marketing to is the Canadian outwear industry which is on the rise with a projected value of $5. 7 billion in 2014. She also has an experienced designer along with a manufacturing company in China.
. Weaknesses: She is a small company and has to compete with large rivalry retailers that dominate the market. Since manufacturing is overseas she must Walt 2 weeks by alarm or 6 weeks by sea to receive her finished product. She also does not have a lot of capital due to financing the business through her student loans and personal line of credit.
Opportunities: She has a unique product Idea that will stand out to customers.
She as opportunities through selling online and selling at consignments with rates at 20% to push retailers to sell their product. She can also use the promotional power of social media to establish her brand until she makes enough profit to advertise through other promotional strategies. Threats: One threat is that her idea is not patented. Any larger retailer can use her Idea Ana Decode a allure competitor Walt n near. Another eaten Is Tanat seen condones to have her product delivered by air instead of sea.
This may allow for a quicker turnover but since it is a startup business it might have been a better idea to have reduce shipped by sea which would be cheaper since capital is low.
Question 2: From a qualitative viewpoint, discuss the pros and cons of launching this venture. From a qualitative viewpoint the positives consist of the product being made up of high-grade material. She has also hired an experienced designer for shoes designs as well as planning on creating a high-end websites for which to sell the product off of.
Question 7: Assuming Coleman was to proceed with the venture, offer suggestions for each element of her marketing strategy. A. Goals: I suggest that she expect her sales to be between her low and probable projected sales range for the first few months.
Looking further into the future, I would expect re to adjust her sales projections accordingly to past month’s sales and potential future sales. B. Target Market: I suggest the main target market to be women ages (18-35).
To be more specific I would market to any college females, professional women, and or any person who is likely to go to a bar or party on a consistent basis. These are the people who wear heels most often. C.
SOOT Analysis: One suggestion for the SOOT Analysis would be to patent her idea. If she does not patent her idea then her competitors will soon follow her product idea and steal some of her market share. It is crucial for her to control this patented concept. . Message: The message should be clear and state what the brand actually is.
It is an efficient and helpful way to remain fashionable and be in less pain at the same time.
I can’t tell you how many times I leave a bar and watch a girl walk out with her shoes in her hand. I have even had to carry girls back to their rooms because the pain in their feet was so bad. E. Activities: For activities dealing with promotion I would suggest using all forms of social media to promote the brand. She needs to educate and popularize her brand name since it is a startup business and is not very well known.