These socks were not the traditional white socks but

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fit. These socks were not the traditional white socks but bright, bold, and flashy colored socks with cool graphics. These high tech socks were priced around $10 a pair. Their web site says “DeFeet is Made for Driven Soles.” Soon cycling elites like Lance Armstrong and Greg LeMond were sporting the DeFeet brand. The company branched into running, hiking and snow gear. Their products include socks, armskins, calfskins, boxer briefs, gloves, and shirts for the serious athlete. They also have a cus- tom department where socks, armskins, and gloves can be customized with any motif including spon- sor types of logos like Michelin, Pabst Blue Ribbon, or BP. Even kids can enjoy DeFeet’s high quality socks. DeFeet’s products can be found in retailers across the world, in more than twenty countries, like Israel, Australia, Belgium and the United States. More than two-dozen online retailers also carry their products. NARREND 113. Refer to DeFeet. If you were to define DeFeet’s mission which would be most appropriate? a. DeFeet makes socks. b. DeFeet makes clothes for athletes. c. DeFeet creates high-tech products for the serious athlete. d. DeFeet provides the highest quality apparel for customers who demand the best. e. DeFeet covers the world. ANS: D The mission statement should not be so broad as answer “e” as “covers” could be blankets or car cov- ers. Yet answer a, b, and c would limit DeFeet business to socks, clothes and athletic products. From the discussion above we know that their products are made for kids, corporate sponsors, and athletes so answer D would be the best choice. PTS: 1 REF: 17 OBJ: 02-1 TOP: AACSB Reflective Thinking | TB&E Model Strategy NAR: DeFeet International
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114. Refer to DeFeet. What kind of competitive advantage would you say DeFeet has? PTS: 1 REF: 20 OBJ: 02-5 TOP: AACSB Reflective Thinking | TB&E Model Strategy NAR: DeFeet International 115. Refer to DeFeet. DeFeet branched from making socks for cyclists to making apparel for skiing, hiking, corporate sponsors, and kids. This is an example of which of Ansoff’s strategic alternatives? PTS: 1 REF: 22 OBJ: 02-6 TOP: AACSB Reflective Thinking | TB&E Model Strategy NAR: DeFeet International
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