ADMS 2200 Case Analysis - Good Copy.docx - AP/ADMS 2200...

AP/ADMS 2200
Introductory Marketing (Winter 2016-2017)
Group #5
Case Analysis
Marketing problem of a footwear company
By: Kyle Ospreay, Nicholas Randell, Sandra Obaseki, Sarmija Shanmuganathan, Anna
Poluianova, Shabbir Nundloll, Vaishvik Patel, Thi Pham, Jaismond Sin
Table of Contents:
Executive Summar y .... …...……………………………………………..…………………….….3

Problem Statement …..…...……………………………………………..…………………….….3
Analysis (External) ………………..………………………………………………………… ..... 3
● Culture…………………………………………………………………………………………...3
● Demographic………………………………………………………………………….…………4
● Social Trends/Fashion………………………………………………………………….………..5
● Technology…………………………………………………………………………….………...5
● Economic…………………………………………………………………………….………….5
● Political/Legal……………………………………………………………………….…………..6
Analysis (Internal) .... ………………………………………………………………………… .... 7
● Mission Statement…..……………………………………………………………….…………..7
● Goals……………………………………………………………………………….………… .... 7
● Company and Corporate Partners………………………………………………….……………7
● Financial Resources……………………………………………………………….…………….8
● Management, Marketing, and Technical Talent…………………………………….…………...8
● Technological and Intellectual Property……………………………………….…….…………..9
● Brand Image………………………………………………………………………….………….9
● Product, Promotion, Price, Place……………………………………………………..………...10
Competitors …………………………………………………………………………………… .... 10
● Major Competitors……………………………………………………………….…………….10
● Target Markets and Segmentation……………………………………………….……………..10
● Product, Price, Promotion, Distribution………………………………………….…………….11
● Weaknesses/SWOT Analysis…………………………………………………….…………….12
Customers ……………………………………………………………………………………….12
● Target Market and Segmentations…………………………………………………….………..12