INTERNATIONAL MARKETING

JUAN CONDE REVUELTA

LICEO LUIS BUÑUEL (PARIS)

1. HISTORICAL BACKGROUND

2. CURRENT SITUATION

3. SWOT ANALYSIS

STRUCTURE CASE ANALYSISSTRUCTURE CASE ANALYSIS

4. RELEVANCE OF MARKETING TOOLS/ STRATEGIES

5. MAIN QUESTIONS

6. RECOMMENDATIONS

7. CASE UPDATE

STRUCTURE CASE ANALYSISCASE ANALYSIS

Historical background(BOOTS COMPANY)

• In the sixties Anthony and Margaret joined Hobback Boot Company.

• In 1975 they try to salvage the company: western books were declining.

•In the late seventies they made a deep research to refocus the business.

•In the 1986 the name of the company was changed for Cima Mountaneering, inc.

•In the eighties the growth was exceptional.

•In the nineties they are concerned about the fierce competition

•

Current situation

Sales and profit growth was beginning to slow as a result of foreign competition and a changing market

Current situation

– Anthony´s proposal

• Expanding the existing lines of boots for women mountaineers.

• Expand distribution

•

-Margaret´s proposal

• Targeting also casual hikersinterested in a boot for a variety of uses• Create a new Brand for it

Which five key marketing tools/concepts have the most relevance for this case? Why?

•Swot analysis•Financial Performance Analysis•Product/Market Growth Strategies•Brand growth strategy•Integrated Marketing Communication mix

SWOT ANALYSIS

STRENGTHS

• Good Positioning: water repellent leather uppers, and high traction soles and heels.

•Quick to adopt innovative construction techniques

•Good historical background

SWOT ANALYSIS

Weaknesses•Do not have an unique selling proposition.

•Seasonal demand

• Fierce Competition

•Losing some retailers.

SWOT ANALYSIS

Threats

•Unpredictable reaction of customers after being re-launched and remarketed.

•New social and economic trends are changing the market.

SWOT ANALYSIS

Opportunity• Consumer awareness with a line expansion.

•Market penetration

•Retail sales in the United States exceeded $600 million.

•Inexpensive and lightweight “trekking” shoes are becoming popular.

•New channels of distribution to sell their products.

How are Margaret and Anthony planning to expand the growth of the company?

Anthony:

Market Development and Product Development

•It deals with the existing market and wants to expand on shoes for females.

Brand growth strategy

•Same brand, same line, new offerings.

How are Margaret and Anthony planning to expand the growth of the company?

Margaret:

Product /market growth strategies

•Diversification

Brand growth strategy

•Development of a new brand and a new offering for the Weekender segment.

How will they promote their products?

Margaret:

Communication mix:

•Advertising: magazines, product brochures.

•Personal selling: retailers and sales representatives.

•Direct marketing: mail order catalogues

•Sales promotion: point of sale display materials

•Public relations: trade shows.

How will they promote their products?

Anthony:

Communication mix:

•Advertising: revision of the brochures and new adverts for the extension of the lines.

•Personal selling: retailers

•Direct marketing: mail order catalogues

Recommendation

Case update