This 28 page paper examined the shoe company Sperry Topsider. The paper examines the company, its core competences and its’ strengths and weaknesses. The paper uses this to determine the best way for the company to proceed and increase sales. The paper conducts an in-depth analysis using the 4 P’s; product, price, placement and promotion. The paper considers how the product line may be evaluated to ensure only value adding products are manufactured, and then uses Ansoff matrix to explore how the market can be expanded in different ways, in line with the competences that have already been outlined, building on strengths and reducing weaknesses. The bibliography cites 13 sources.
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