MARKETING PLAN FOR WAVE SHOE COMPANY CREATED BY SCOTT MELCHER FOR HOLDEN GRANT

 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 5 th year  3. Grow profits by at least 10% each year SHORT-TERM GOALS FOR WAVE SHOES

 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 STRENGTHS

 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 WAVE WEAKNESSES

 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, low- income individuals  Foot Locker and Payless offer greatest number of stores CURRENT PRODUCT MARKET FOR SHOES

 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 RECOMMENDATIONS FOR PRODUCT MARKET

 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. CURRENT FACTOR MARKET FOR SHOES

 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 RECOMMENDATIONS FOR FACTOR MARKET

PROMOTIONAL STRATEGY