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Economic Shoelaces
Eco Footwear & Repair
Our Shoes' have Souls
Eco Footwear & Repair -- Business Model Proposal
Proposed Export Location: Chile
Proponent: Maria G. Lozano
The many firms in the footwear industry operate with an unethical and unsustainable business model. They utilize foreign sweatshops that often employ child labor. Furthermore, the industry is notorious for promoting product obsolesces and the products end up in landfills well before the end of their useful lives. Our mission is to revolutionize the current industry norms by producing products that are both environmentally and socially sustainable.
Situation Analysis
Export Marketing Plan
Market Screening
Export Marketing Strategies
Works Cited
Executive Summary
This project proposes to begin constructing the production facilities for Eco Footwear Repair. On a high level, the vision for the organization is to provide all the goods and services necessary to extend the useful lives of clients' shoes or footwear. This footwear industry is notorious for obsolescence; that is people generally do not keep their shoes until the end of their useful lives. Therefore this wasteful situation will become increasingly transparent as markets are forced to make better use of natural resources and also reduce greenhouse emissions.
Footwear goods are subjected to consumer preferences and seasonal trends that deeply rooted in perceptions of fashion preferences. However, despite this fact the younger generations are exhibiting purchasing behaviors that are more considerate of social responsibility issues (Zinaida, 2010); it is now fashionable to be environmentally and socially conscious. Furthermore, in turbulent economic...
Therefore, Eco Footwear Repair will seek to develop this exponentially expanding niche first in the Chilean market, an upper-middle income earning country (The World Bank, 2011), and then in other larger South American markets such as Brazil; which represents the eighth largest economy in the world (America News, 2011).
Introduction
The firm will export goods primarily because the emerging markets in South America represent a tremendous amount of growth that cannot be found in the markets that have already reached maturity, such as the United States. Furthermore, the demand for U.S. based branding is predicted to offer a competitive advantage in these markets (Badame, 2001).
Situation Analysis
Export Products
New Finished Goods - made of sustainably derived materials with the utmost respect for socially responsible business practices
New Replacement Parts -- items such as maintenance goods (cleaners and polishes), shoelaces, replacement soles, ext. all manufactured by environmentally and socially responsible practices
Recycled and Refurbished Goods -- Shoes collected by donations can be refurbished (retreaded, cleaned, and resoled) and be marketed under a "Re-Purposed" brand image
Market Conditions
Chile is one of the South America's most stable and prosperous nations. According to recent reports, Latin America, and Chile in particular, is becoming an increasingly popular global service destination for multinational companies. Chile offers a very business-friendly environment and exceptionally strong government support making Chile an ideal choice for global services.
The market…
Works Cited
America News. (2011, March 15). Business Growth: South America. Retrieved April 21, 2011, from News of America: http://amerivanews.con10.com/business-growth-south-america.html
Badame, D. (2001). Planet Reebok. Retrieved April 21, 2011, from Rogivue: http://www.rogivue.com/downloads/Planet%20Reebok.pdf
Golder, P., & Tellis, G. (2010). Product Life Cycle. Wiley International Encyclopedia of Marketing.
Pfeiffer, M. (2010, February 1). How CSR is seen in Chile. Retrieved April 21, 2011, from CSR360: http://www.csr360gpn.org/magazine/feature/how-csr-is-seen-in-chile/
The World Bank. (2011, April). Chile. Retrieved April 21, 2011, from Working for a World Free of Poverty: http://data.worldbank.org/country/chile
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