Baxter’s Shoe Inc. has been established since the year 2000 and has grown from 4 employees building shoes and apparel in a garage in Naples, Florida to a global industry of 35,000 employees in 84 countries around the globe. The company specializes in sportswear and is ahead in technology of its time. The company has been able to be ahead of its competitors due to the ability to price its products comparatively lower however still bring in revenue of $1.8 billion annually, selling in retail stores worldwide, licensed websites, stores and distributors and Baxter’s Shoe.com. Technology is constantly being developed, advancing any product already in market or creating new ones; such as a new program in allowing a consumer while online shopping where in a one can try the product via pictures before buying. Not only is sportswear products sold online and in retail stores worldwide however there are other merchandises as well, such as everyday shoes for men, women and children, bags, eyewear, apparels, jewelry and now venturing to add toiletries. The company has endorsements from sports, to actors and actresses to musicians such as Alex Rodriguez, Serena and Venus Williams, David Beckham, Lebron James, Roy Mcllroy, Emma Wilkins, Ronda Rousey, Beyonce Knowles, Taylor Swift, Denzel Washington, Hrithik Roshan, Madeline Stuart, Clint Eastwood and Jean Reno to name a few. The others see that we have gained momentum, and in the span of 15 years have developed and become established worldwide. The philosophy and values are to ensure each customer is satisfied with the value and quality of the product purchased and that our products will one day be in every house hold, in addition ensuring that the employees are also taken care of. Baxter’s Shoe Inc not only ensures that product price, quality and standards are met however also gives back to its community and its employees. We are glad to say we have partnered with cancer research charity, amputee support, veterans support, foster child scholarships, scholarships to the children of employees, family events such as sports day, bring your family day, and more. The weaknesses of the company are against the imitators, even with a trademark logo and signature stitch work, it is still difficult to stop them. Customer service for online website is horrible that consumers go to licensed websites over the main site itself; return or defected items that need replacement for customers need a better return time than one month. In addition the retail stores are similar to other brands that consumers can venture to competitors then make their decisions. Opportunities would be expanding partners like those in China and India and enticing the next generation of consumers; endorsing not only people and groups but also events such as World Cup (soccer) and The Olympics. Trends could be starting in the fashion industry of footwear and apparel lines, heightening emphasis on fashion in the athletic and casual realm. Threats line within the sports shoes and garments since it is very competitive and cut throat. Competition from foreign markets, competitor’s action, change in lifestyle of a consumer, increased taxation, increased power in consumer in price calls, new competitors entering the market, financial slowdown, and growing power of suppliers setting prices.
Desmond Baxter
Develop a personal integrated marketing communication message with clear positioning statements.Position is the place a product, brand, or service occupies in consumers' minds relative to competing offerings. Positioning assumes that consumers compare products on the basis of important features. In 500 words(based on the paper attach)
Based on your SWOT analysis how would you position yourself in the market?
- How would you differentiate yourself from others in your field?
- What are your attributes? (Features and benefits)
- What do you provide in terms of quality?
- Where do you position yourself in terms of your experience?
- If you created a tag line for yourself, what would it be?