Current Marketing Situation
There are five different areas that need to be evaluated when deciding on the best possible
marketing plan for a product or service: market, product, competition, distribution, and
macroenvironment (Kotler, 2001). The market situation refers to the current statistics about the
target market; the product situation refers to sales, prices, contribution margins, and net profits;
the competitive situation refers to the major competitors in the market who can give the product
or service being marketed competition; the distribution situation outlines data regarding size and
importance of each distribution channel; and the macroenvironment
describes trends such as
demographic, economic, technical, political/legal,
and socio/cultural (Kotler, 2001).
Foot care is very important and the worst thing for anyone to have to
endure to painful feet all day long as a result of prolonged standing. From a statistical standpoint,
10% of all reported disabling injuries result from punctures, crushing, sprains, and lacerations;
these types of injuries wouldn’t be due to poor support but rather poor foot care all together
(CCOHS, 2010). Another 15% of foot related injuries are a result of slip, trip, and falls which
would be eliminated by offering a slip-resistant WaterSense Orthopedic shoe (CCOHS, 2010).
There are a large percentage of people who have jobs requiring prolonged standing and as a
result of these job requirements a large majority suffers from severely achy feet, blisters,
calluses, corns, arthritis, malformation of toes, flat feet, bunions, and sprains (CCOHS, 2010).
WaterSense Orthopedic shoes is designed to reduce and possible eliminate a great deal of these