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