Presentation on theme: "Market Plan By: Jessica Bender and Eva Cybulski. Our mission is to provide quality, light-weight shoes, and with our non-profit subsidiary, engage in."— Presentation transcript:
Our mission is to provide quality, light-weight shoes, and with our non-profit subsidiary, engage in the One for One movement, encouraging people to make everyday choices to improve the lives of children around the world.
Toms Origin In 2006, American traveler Blake Mycoskie befriended children in Argentina and found they had no shoes to protect their feet. He had a remarkable drive to help them, and thus, in that same year, opened Toms Shoes, a company devoted to matching every pair of shoes purchased by customers with a pair of new shoes given to a child in need. In 2007, Mycoskie returned to Argentina with 10,000 pairs of shoes for 10,000 children.
Toms Today As of September 2010, Toms has donated over a million pairs of shoes to children in need. Manufacturers are located in three countries: Argentina, China and Ethiopia. A mere 4-6 months after a pair of Toms shoes is sold, a new pair is on a childs feet.
The Facts: One for One Movement It is said that if the world was a village of 100, 40 of them wouldn't have shoes! In some countries, children have to walk miles barefoot just to get clean water or food, or go to school. In Ethiopia, roughly one million people are suffering from Podoconiosis, a disfiguring disease caused by walking barefoot in volcanic soil. o Podoconiosis is 100% preventable by wearing shoe... Toms can be the cure!
The One for One Movements Purpose For every pair of Toms shoes purchased, one pair is donated to a person in need. Helping those dealing with poverty.
Opening a Toms Store! Toms, a fairly new enterprise, has not had much experience internationally. For this reason, we propose that Toms invest in an international franchise. Location: Santiago, Chile
Why Santiago? Santiago is the capital of Chile. o Also the most populated, with 5,278,044 residents. Today, western fashion is prominent in Chilean communities – so it makes sense to open a Toms store in one of the most culturally- diverse cities. Opening a store in Chile would mean direct transportation of shoes from the Toms factory in Argentina.
Toms Style in Chile Toms incorporates Argentinean alpargata designs into lightweight shoes. These shoes can be simple and straightforward… Or in sync with the creative designs of Chilean clothing. Chileans do not compromise fashion for comfort. o The Toms shoe design would be a sensible addition to the clothing trends in Santiago.
Chiles Location Chile is situated in South America, stretching across much of the western coastline, bordering the South Pacific Ocean. The summers are dry and warm, and winters are cool and wet. The summer weather is ideal for Toms shoes, which are both lightweight and stylish.
Chiles Economy In terms of economical freedom worldwide, Chile is ranked number 11. With a market command system, the country has a GDP of 203.925 billion dollars annually. Capitalism o Very little government involvement with privately owned companies. o Company owners decide on what is made, how much of it is made, and how much products/services are sold for.
More Importantly… Although the government inevitably has some control over Chiles economy, the important part is that the way it runs is fairly similar to the way Americas economy runs. Our two countries are very close trading partners and share a free trade agreement.
Demographics 94% of Chile is white/Amerindian. 95.7% of the population (those 15 years or older) are literate. Labor force of 7.74 million people.
Target Market Both females and males Geared towards 15-19 year olds and 20-24 year olds Most fashion conscious age groups
Analysis of Competition Sketchers Bobs o Soles 4 souls o Copycat designs o Inferior quality to that of Toms All Star Converse Slip-Ons o Few different styles o Variety of colors and designs o No charity organization
Competitive Advantage Unlike competing shoe companies centered in Santiago, Toms is bender
Marketing Toms Popular methods o Billboards o Fliers o Posters Beyond the norm o Movie theatre advertisement o Bus stop shelters o Mall directories
Tracking Customer Response A link for a survey will be located on the receipt of the customers purchase Frjgkvh serjvhgkjdrfhc bender
Social Responsibilities 1.Adhere to 2.Hire Chilean people from surrounding Santiago area to work in the store. Ill do
Organization of the Franchise Manager-contracted partnership o Possessed by three people promoted from Toms financial, administration and legal department (next slide). o Wide variety of talents to support the franchise. Several owners means the franchise is likely to run more smoothly and obtain more capital.
Partnership Person Assigned to the TaskJob Description Thomas KeyMarketing Official - His role in the new store will be to promote and show the people of Chile what Toms is all about and what Toms has to offer. Jessica ShorttallLegal department - Her role will be to maintain a secure division of all funds, money made, and any problems that will arise in the creation and maintenance of the Toms Shoe store in Chile. Heather GrahmAdministrative division - Her role will be to maintain a peaceful and enjoyable atmosphere in both the store and other important events sponsored by Toms, and to be manager to the new Toms store.
Start-Up Core Essentials To start up the franchise store, Toms will need to provide the following: o Capital and funding, o An agreement to licensure and registration in Chile, o And a signed contract with a Chilean construction company. In addition… o The owners of the franchise (Eva Cybulski and Jessica Bender) are required to sign a management contract with the chosen partners. o The partners are then required to sign a buyout and partnership agreement. With time… o The partners should develop approved policies for the store as well as an exact plan on products to be sold.
Opportunities vs. Risks Pros Close to a manufacturing plant Free-Trade agreement between Chile and America Good design for weather and culture bender Cons Far from Toms headquarters in the US People may reject design and brand