Jonathan Horton CLASS EXERCISE #2 – TECHNOLOGIES OF GLOBAL E-COMMERCE

Porter’s Generic Strategy  The strategy I chose was the a cross of differentiation and focus. The service I am looking to market caters to a specific crowd.  I would like to open an vintage sneaker consignment shop for retro sneakers from the time frame between 1987 to present. But mostly focusing on the older models of shoes.  My service would be Focus Differentiation in relation to Porter’s Generic Strategy.

Targeted Segments  My target demographic is for a small percentage of vintage sneaker lovers.  Demographic would need to be more financially well-off due to the limited accessibility of the vintage shoes.  Different levels so of sneaker enthusiasts are all welcome, but only the ones who can afford the price of history and their love of sneakers would be able to indulge in my business.

Key Benefits Offered  Having a sneaker shop such as this gives advantages over typical sneaker retailers such as Footlocker, Finishline, Champs Sports, etc.  My inventory would provide a list of sneakers that have been released years ago that are still in high demand.  In Arkansas, there are not any shops like mine, so it would become a must stop shop for many people in the state and surrounding areas.

Unique Capabilities  Wide variety of inventory of vintage sneakers that are tied into the rich history and heritage of the “sneaker game.”  Nike  Jordan  Adidas  Surrounding customers in the culture of the the 80’s, 90’s, and early 2000’s.  Bringing back euphoric memories of the “good ole times”.  Customers will be able to bring in their own collection of sneakers in exchange for cash or store credit.

Value Proposition  The targets of my business are Sneaker Lovers, Sneaker Enthusiasts, and Sneaker Historians.  The amount of history in the store would give it the vibe of a museum, making it attractive to tourists.  The reason for this business venture starts solely for my love of sneakers.