The US Footwear Industry - Essay Example

Comfort Shoes is trying to target health conscious customers of all ages and genders in order to develop a potential customer base. However, the organization is planning to implement an online business strategy in order to achieve potential competitive advantages. At the initial stage, it may face some difficulties in finding effective employees necessary for effective business operations. The case study will analyze the scenario and discuss the case problem to make the readers understand the purpose of the study.

Overview/Analysis Several organizations are trying to capitalize on the potential business opportunities that are developed due to globalization and the technological revolution. Comfort Shoes is a newly developed organization. The organization is trying to implement advanced technology in its business processes in order to meet the satisfaction level of target customers. The online shopping facility can help the customers to reduce their consumption time. At the initial stage, it is quite hard for the organization to cope with the start-up challenges.

It is not easy to grab the market share of existing leading organizations through this strategy. Comfort Shoes is trying to raise capital from venture investors through the help of their business plan. Setting up an effective and fast server for online marketing activities is quite important for an online retail organization. It is necessary for the organization to conduct an effective market survey in order to determine the growth of online retail marketing. The organization is planning to provide advertisements on several social media networking sites.

It is another costly effort. On the other hand, several leading footwear organizations have adopted information technology in the business processes after achieving a significant growth rate and market share. Customer awareness is another key thing for the newly developed organization. It is only focusing on online activities rather than utilization of several kinds of promotional media. It is quite important for the organization to manage cost at the initial stage of the business process. In addition, the organization should think about the implementation of unique promotional strategies to attract target customers.

Status Report The management of Comfort Shoes understood the risk of intense market competition and market saturation. They did some adjustments in their marketing strategies before the implementation of online marketing activities. The marketing managers of the organization suggested the managing director of the organization to organize an urgent meeting with the stakeholders regarding this issue. The marketing manager told that the organization should conduct a real-time primary market research to understand the market trend and customers.

He proposed that some executives of the company should be assigned to conduct a market research activity through the sample survey method. A questionnaire should be distributed to the people of all ages. According to the instruction, the executives conducted a survey by distributing a prepared close-ended questionnaire (Appendix). After the completion of data collection, the organization reviewed the answers. 78% of total respondents shared that the organization should try to follow print media, digital media and online promotional strategies to enhance customer awareness.

After getting the outcome, the stakeholders committed to help the organization for the promotional activities. Case Problem The managing director of Comfort Shoes was concerned before the sample survey process that the management team of the organization did not avail sufficient information to make a valid decision for the future business perspective. Demand for