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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Sperry Topsider; A Case Study United Kingdom, October 2003. To Use This Report Correctly,
Executive Summary Sperry Topsider are a long establish brand name associated with sailing. The brand recognition in the sector is the highest of all suppliers, but in the footwear sector
as a while is it a relatively unknown. The company is highly differentiated with the products it offers and the quality within that product.
The company wants to increase sales, but to do this the current strategy needs to be adopted. In the past the attempt to enter the fashion footwear market
has not been successful. The paper looks at the way in which the company operates, using the 4 Ps the core competences are identified and the recommendation is that it
is these competences the company build upon, increasing international sales of the core products and undertaking related diversification in the same niche market with the development of a children range
of ailing shoes, the introduction of related branded apparel and the attraction of a younger market. At the same time older lines need to be re-valued to ensure that only
value adding ranges are being produced. 1. Introduction The success of failure of any business will depend on many factors, macro factors cannot be influence may strategy may be
adapted to meet wit any changes which are seen, micro factors are within the control of the company. To be successful a company needs to understand its own operations, the
place it has in the market and also the market. Not all companies can be leaders or even have the potential to be a leader, but this does not mean