MARKETING PLAN FOR WAVE
SHOE COMPANY
CREATED BY SCOTT MELCHER FOR HOLDEN GRANT
SHORT-TERM GOALS FOR WAVE
SHOES
1. Have a presence in all major west coast athletic
shoe markets on the west coast and Hawaii (San
Diego, Los Angeles, Bay Area, Portland, Seattle,
Honolulu)
2. Begin second shoe style by the end of our 5th year
3. Grow profits by at least 10% each year
WAVE STRENGTHS
A focus on serious athletes who exercise at least once
a week.
As a small new company, we will be able to give
strong attention to our customers and their needs
Long-lasting shoes designed with runner input
WAVE WEAKNESSES
We lack the ability to create a large variety of shoes
Our target markets are limited
The shoe industry is fairly new to our owner and
investors
CURRENT PRODUCT MARKET FOR
SHOES
Men’s athletic shoes have the largest market share at
20 %
Consumers are driven by three main motivations to
buy shoes: quality, cost, and fashion
Possible target markets: teens, athletic adults, lowincome individuals
Foot Locker and Payless offer greatest number of
stores
RECOMMENDATIONS FOR PRODUCT
MARKET
Create a high-quality running shoe
The target market will be adult men who exercise
regularly
Focus on a small target market and getting into
specific stores like Jack Rabbit and the The Running
Store
CURRENT FACTOR MARKET FOR
SHOES
Biggest long-term challenge is the pull of outsourcing
the productions of shoes
Outsourcing provides low-cost production and a
higher likelihood of bigger profits
American made factories typically offer higher quality
at a higher cost for us and the consumers
Endorsement deals present an additional cost for us,
but sometimes with amazing results.
RECOMMENDATIONS FOR FACTOR
MARKET
Begin by using American factories with American
labor
Put the factory near the cities we hope to begin
selling
Avoid costly endorsements until we wish to reach a
larger market
PROMOTIONAL STRATEGY
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