This website uses cookies to ensure you have the best experience. Learn more

Marketing Essay

2266 words - 10 pages

Marketing Tom’s shoes and the One-for-One model
Elizabeth Cardamone
June, 2014

The main product that has created a distinction for Tom’s shoes in the business world is the alpargata, a shoe worn by Argentine farmers since the 16th century when they arrived from Spain. The alpargata became known as “the common man” shoe due its comfortable nature and inexpensive price (Kat, 2012). The shoe’s sole is made of rubber or fiber threads like hemp and features a canvas top for breathability. When Toms began in 2006 by founder Blake Mycoskie, he was in Argentina when he learned about this particular shoe. Many people could not afford shoes but the ones that could wore them to protect ...view middle of the document...

The company itself can be looked at by way of a SWOT analysis in which the strengths, weaknesses, opportunities and threats are assessed. This helps to determine a marketing strategy.
Strengths:1. A lot of credibility due to its charitable giving2. originated from a social media platform for marketing and advertising3. Strong brand message4. Has innovative options | Weaknesses:1. Shoes are not available everywhere2. Still a young company3. May hurt shoe businesses in other countries where they give shoes4. Limited advertising exposure |
Opportunities :1. Large market potential through other social platforms2. A rise in social causes and green marketing3. Pair up with more for-profitand non-profits | Threats:1. Consumers perceptions of Shoe price or style2. More established competitors3. oversaturation of the shoe market4. Consumers lose interest |

In order for continued growth to happen it is important for Toms to utilize the purchasing power of the consumer. It is also imperative to increase brand awareness as well as brand interaction with the consumer. The customer is the vital link that will help sustain Tom’s shoes. The current consumer is in one of three segments which are high school students, college students and single men and women who are conscious of price. These consumers range between the ages of 13-30, and are typically Caucasian. They are also media savvy, using a variety of social media platforms and are looking for stylish shoes at an affordable price with a purpose (Ahsmann, 2011).
The context has to do specifically with the macro-environment that a business is working in. Technologically, Tom’s is ahead of the game as businesses are starting to realize what online presence can do for business. Tom’s teamed up with Microsoft Advertising who will donate their in-game and advertising assets to promote awareness of Tom’s One day without shoes campaign (Butcher, 2010). This helps to connect with users on the go and hopefully encourage people to act. Economically, according to a Footwear Industry Profile, the U.S. retail sales of fashion footwear which does not include athletic shoes is up 4 percent since 2012 and the causal shoe market has seen the largest dollar growth among all categories (2013). This means Tom’s has the opportunity to continue its growth in sales as well and have the option of continued expansion across the U.S.
Collaborators are those provide support and networks in the supply chain to help deliver the final product to consumers. Currently Toms has manufacturing factories in multiple countries like China, Ethiopia, Argentina and Brazil. All of the factories are audited by a third party in order to ensure fair working conditions. The shoes are shipped from the manufacturing site to Tom’s warehouse in California and distributed into retail stores that include Nordstrom’s and Neiman Marcus. On an annual basis Toms requires that direct suppliers certify that the materials being used for its products...

Other assignments on Marketing

Marketing Essay

6768 words - 28 pages INTRODUCTION TO MARKETING MARKET MEANING OF MARKET The term MARKET is derived from the latin word “MERCATUS” which means merchandise or a place where business is conducted. THUS MARKET WOULD IMPLY : * A place where goods and persons are physically present. * An assemble of people (buyers and sellers) * An area of operation * An act of buying and selling * A place where consumer’s wants are satisfied However in a

Marketing Essay

438 words - 2 pages Running Head: MM522 Marketing Plan Topic Course Project: Marketing Plan MM522 Marketing Plan Topic: Due Week One Complete this form and submit it to the Week 1 Marketing Plan Dropbox. Your instructor must approve your idea, and will give you feedback and suggestions if you need help. You have several options when choosing a product or service for your marketing plan. Consider choosing a new product for a new company (your own) or


3903 words - 16 pages 1.1 Marketing Principles Unit 4 1.1 Explain the various elements of the marketing process 1 I. Situation Analysis 1 a. Identify the customer needs 1 b. Understand the firm’s capabilities 2 c. Marketing Environment................................................................................................................2 II. Marketing Strategy 3 Segmentation 3 Targeting 4 Positioning

Marketing - 704 words

704 words - 3 pages Name: Instructor: Course: Date: Impact of digital marketing in modern business Introduction Small and Medium Enterprises (SMEs) in Nigeria have been seeking a platform they can utilize to establish their brands in order to gain relevance and compete with large firms. With a population of at least one hundred and eighty million citizens, Nigeria has a wide variety of business opportunities. Currently, the country has been experiencing

Marketing - 1407 words

1407 words - 6 pages with the allocation of marketing budget she had, but what mix to go with for various marketing programs to use (in- pack premiums, trade promotions or advertising). To make matters complicated the manager was unsure what marketing mix to go with, since all the three mix were important for the brand. The paper will discuss the above issues faced by the company and explain various alternate solutions the manager can take to face

Marketing - 4598 words

4598 words - 19 pages Assignment 1 Case Study 2 Assignment 1 Case Study 2 Department of Mechanical and Manufacturing Engineering Faculty of Engineering EMM 5604 INDUSTRIAL MARKETING MANAGEMENT Lecturer: Dr. Siti Rahayu Hussin REZAWATI BINTI ISMAIL GS 38887 ALIMMI FUZAIL MAH HUSSIN GS 41031 KHAIRUDDIN HJ OSMAN GS 40244 REZAWATI BINTI ISMAIL GS 38887 ALIMMI FUZAIL MAH HUSSIN GS 41031 KHAIRUDDIN HJ OSMAN

Marketing - 745 words

745 words - 3 pages How do consumers respond to various marketing efforts the company might use? “Consumer behavior is the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society." Consumers make many buying decisions every day. Most large company’s research consumer buying

Marketing - 1098 words

1098 words - 5 pages Understanding Competition In this era of global trade, each company tries to defeat their competitors. A competitor is the rival. Practically, whenever one talks about competition, emphasis is placed on price, quality of product, customer service and other marketing variables. From the business person’s perspective competition refers to rivalry among firms operating in a market to satisfy the same need of customer. The businessperson’s major

Marketing - 1094 words

1094 words - 5 pages Introduction: You have recently joined as a marketing manager for a company that has been making a branded product X* for the past 10-20 years. The product has now reached its maturity and its sales have stabilized. The management is worried that the sales will soon start declining for this product. Before that happens, it wants to be prepared with its next plan of action. The management is thinking about either reviving the product or

Marketing - 3127 words

3127 words - 13 pages Bounce Fitness Corporate Marketing Plan Executive Summary Bounce Fitness will serve the corporations in the city centres of Brisbane, Sydney and Melbourne, helping them to become more productive, while lowering their overall costs with innovative wellness programs and strategies. Bounce Fitness is based on two simple facts: 1. Healthy employees are more productive than chronically ill employees. 2. It costs less to prevent injuries or

Marketing - 1199 words

1199 words - 5 pages conversation with customers, across all their contact and access points, with personalized treatment for the dearest customers, to increase customer retention and the effectiveness of marketing initiatives. On the other hand Ricardom, (2006) on exchange relationship takes a wider view on customer relationship and sees it as a attitude to customers and to the organization itself, which dynamically integrates sales, marketing and customer care services to

Similar Documents

Marketing Essay 1759 Words

1759 words - 8 pages superlative physical qualities, most of which originate from the strong covalent bonding between its atoms. In particular, diamond has the highest hardness and thermal conductivity of any bulk material. Those properties determine the major industrial application of diamond in cutting and polishing tools and the scientific applications indiamond knives and diamond anvil cells. Marketing is the process of communicating the value of a product or service

Marketing Essay 1046 Words

1046 words - 5 pages ------------------------------------------------- Question - What is marketing process? Explain the steps in marketing process. Introduction The activities of marketers both reflect and shape the world we live in. Every year new products and services are launched and some of them succeeds on an unprecedented scale. As in the case of Apple's iPod, iPhone, and also iPad. They all are great inventions and highly successful in market

Marketing Essay 720 Words

720 words - 3 pages Marketing Jenny McFarlen MKT/421 Diane E. O’Brien October 19, 2009 Marketing is everywhere. There is not one single day that a person can wake up and not see an item that has been publicly marketed. The food we eat, the clothes we wear and the vehicle that we take to work everyday is a constant reminder of marketing and all the effort that was put into it for that product to become popular. Most jobs today have a form of marketing used

Marketing Essay 1659 Words

1659 words - 7 pages BACHELOR OF INTERNATIONAL RESTAURANT MANAGEMENT BACHELOR OF INTERNATIONAL RESTAURANT MANAGEMENT Course name: ADVANCED MARKETING Assessment: Assignment 1 : Essay Students name: SARAH BINTI ISKANDAR FAIZ Preferred name: SARAH Student # 640996 3. What is the purpose and what are the benefits of the marketing philosophy? How does it differ from past traditional philosophies? Give company examples (with appropriate