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1 Net Impact Case CompetitionOctober 29, 2005 Recommendations for BloomingShoes Corporation Aaron Cohen Chris Cox Eric Harris Kanika Mittal.

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Presentation on theme: "1 Net Impact Case CompetitionOctober 29, 2005 Recommendations for BloomingShoes Corporation Aaron Cohen Chris Cox Eric Harris Kanika Mittal."— Presentation transcript:

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2 1 Net Impact Case CompetitionOctober 29, 2005 Recommendations for BloomingShoes Corporation Aaron Cohen Chris Cox Eric Harris Kanika Mittal

3 222 Net Impact Case CompetitionOctober 29, 2005 Agenda Introduction Problem Statement Comparison of Nike and Reebok Recommendations Summary and Conclusions

4 333 Net Impact Case CompetitionOctober 29, 2005 Introduction In 1993, Nike (32%) and Reebok (21%) are the industry leaders Growth is slowing – peaked in 1990 Consumers are becoming more price sensitive Manufacturing – subcontractors in Asia Worker exploitation and human rights are continuing issues

5 444 Net Impact Case CompetitionOctober 29, 2005 Problem Statement How can BloomingShoes address human rights issues and still remain profitable?

6 555 Net Impact Case CompetitionOctober 29, 2005 Human Rights Statements for Nike and Reebok Nike, Inc. Memorandum of Understanding (01/1993) (Subcontractor/supplier) certifies compliance with all applicable local labor government regulations… (Subcontractor/supplier) certifies compliance with all applicable laws… (Subcontractor/supplier) certifies compliance with all applicable local environmental regulations… Reebok International, Ltd. Human Rights Policy (11/1990) Reebok encourages free association… Reebok will seek to ensure that opportunities for advancement… Reebok will seek to prevent compulsory political indoctrination… Reebok affirms that it deplores the use of force against human rights. Nikes Memorandum of Understanding relies on the laws, policies and regulations of local governments, which, according to AAFLIs Jeffrey Ballinger, do not protect workers. Nikes Memorandum fails to suggest, emphasize or reinforce Articles 23 through 25 of the United Nations Universal Declaration of Human Rights. Reebok looked to the U.N. Universal Declaration of Human Rights for guidance; however, the language used in the final version of its Human Rights Policy is only suggestive. While Reebok encourages, seeks and affirms to improve working conditions, they impose no direct requirements or stipulations on suppliers.

7 666 Net Impact Case CompetitionOctober 29, 2005 Recommendations 1.Labor Practices -Improve Practices -HR Organizations -Local Auditors -Strengthen Human Rights Language 2.Marketing -Branding Fair Trade shoes, upscale brand -Industry Initiatives to raise awareness -Public -Industry 3.Financial Implications and Schedule

8 777 Net Impact Case CompetitionOctober 29, 2005 Recommendations 1.Labor Practices 2.Marketing 3.Financial Implications and Schedule

9 888 Net Impact Case CompetitionOctober 29, 2005 Declaration of Human Rights …do or do not… there is no try Yoda, The Empire Strikes Back

10 999 Net Impact Case CompetitionOctober 29, 2005 Suggested Human Rights Statement BloomingShoes Human Rights Declaration Everyone has the right to employment, and BloomingShoes will only work with business partners that provide just and favorable working conditions and protection for its employees. Every worker has the right to equal, fair and favorable pay, and BloomingShoes will only work with business partners that guarantee equal pay for equal work, which provides the worker and his/her family a dignified existence. Everyone has the right to rest and leisure and participation in organizations that project and protect their interests, and BloomingShoes will only work with business partners that provide reasonable limitation of working hours and the formation of unions. Everyone has the right to an adequate standard of living, including the health and well-being of the family, and BloomingShoes will only work with business partners who protect mothers and children and work with local governments to continually improve the wage and social services available to workers. BloomingShoes Human Rights Declaration should enforce and extend the United Nations Universal Declaration of Human Rights and should proactively encourage business partners to work with local governments to improve the lives of its citizens through favorable working conditions, favorable and increasing wages, the betterment of social services and improvements in human rights and environmental policies.

11 10 Net Impact Case CompetitionOctober 29, 2005 Recommendations 1.Labor Practices 2.Marketing 3.Financial Implications and Schedule

12 11 Net Impact Case CompetitionOctober 29, 2005 Marketing - Branding Recommendations: 1.Launch Liberty brand Fair Trade shoes 2.Improve human rights standards for all brands

13 12 Net Impact Case CompetitionOctober 29, 2005 Marketing - Branding Liberty Fair Trade Shoes – name appeals to: -Pro-American consumers -International/global minded consumers Great quality, price control and great profits are not dependent on bad labor conditions. Upscale shoes to contribute towards the cause of Fair Trade across the globe. Feel good about your shoes: Every shoe bought helps bring a smile somewhere in the world.

14 13 Net Impact Case CompetitionOctober 29, 2005 Efforts Towards Our Branding Advertise the fact that we have full-time, local auditors reporting directly to us at each of our suppliers. Invite ILRERF, FIA & AALFI to participate in our addressing the issues of labor exploitation in many such situations. Offer exclusive, high-quality shoes for those who want to help suffering people the world over. A percentage of revenues will be spent on workers. Have visibility in all government census surveys and trade reports. Target a specialized niche – the semi casual work place shoes, since statistics predict a rise in this category, as more and more workplaces are switching to casual dress codes.* Invite Human Rights Activists to visit factories annually. Source: *www.infomat.com/information/ research/industry/Reports/USA_Footwear.html

15 14 Net Impact Case CompetitionOctober 29, 2005 Marketing - Industry Initiatives Raise Awareness - Encourage public concern - Force competitors to meet Human Rights standards Utilize Organizations - Athletic Footwear Association - Sporting Goods Manufacturers Association - Asian-American Free Labor Institut - International Labor Rights Education and Research Fund - United Nations

16 15 Net Impact Case CompetitionOctober 29, 2005 Marketing - Awareness

17 16 Net Impact Case CompetitionOctober 29, 2005 Marketing - Awareness

18 17 Net Impact Case CompetitionOctober 29, 2005 Marketing - Awareness This is the type of publicity that we want to avoid.

19 18 Net Impact Case CompetitionOctober 29, 2005 Recommendations 1.Labor Practices 2.Marketing 3.Financial Implications and Schedule

20 19 Net Impact Case CompetitionOctober 29, 2005 Financial Analysis

21 20 Net Impact Case CompetitionOctober 29, 2005 Financial Analysis

22 21 Net Impact Case CompetitionOctober 29, 2005 Financial Analysis

23 22 Net Impact Case CompetitionOctober 29, 2005 Implementation Schedule Quarter Two Testing & Market Research Implementation Plan – QTR 1&2 Strategy Raising awareness on human rights issue. Establish importance of fair trade shoes. Emphasis on quality and competitiveness. Draw attention towards our specialized niche product. TV commercial Consultative sales on major shoe stores. Print campaign in all major business journals, womens magazines and newspaper dailies. Sponsorships of events on radio and presence in trade shows Strategy Implementation Plan- QTR 3 & 4 Aggressive push into the markets. Increasing the dealer network. Advertise about margins to business to business world. Establish which markets are more responsive than others. Structure and train sales force towards consultative sales. Incentive for dealers and sales force. Press conferences, towards human rights. Human rights activists to visit our factories with media coverage. MR - 1 st round to be completed by March 15 th st review of strategy – May 20 th 1993 TV ads – August nd market survey - September nd review - November 1993 Quarter Four Quarter One Quarter Three

24 23 Net Impact Case CompetitionOctober 29, 2005 Summary and Conclusions 1.Labor Practices -Improve Practices -HR Organizations -Local Auditors -Strengthen Human Rights Language 2.Marketing -Branding Fair Trade shoes, upscale brand -Industry Initiatives to raise awareness -Public -Industry 3.Financial Implications and Schedule

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