As background, read the "NewShoes Case" which is posted below. NewShoes and provides information about the firm's current strategy and operations.
Recall that your marketing TEAM was brought in specifically to turn this struggling company around and to begin to operate profitability, so rethinking all aspects of the existing strategy is appropriate.
Your will prepare a 1-1½ page document addressing the following:
(1) CREATE an effective, market-oriented MISSION STATEMENT for you. (Your MISSION STATEMENT should comply with the guidelines provided below.)
(2) EXPLAIN your TEAM'S initial MARKETING STRATEGY by answering BOTH of these questions.
a) TARGET MARKET - What market segment(s) will your team TARGET? What factors make this market segment - or these segments - particularly attractive?
b) POSITIONING - How will your team DIFFERENTIATE and POSITION your brand in this domain? What criteria do customers use to evaluate competing products, and how will you distinguish YOUR offering from competitors' products? (In other words, what are YOUR competitive advantages?)
REQUIREMENTS
Your final written submission may NOT exceed two (2) pages
Use standard 8.5" by 11" size with appropriate margins
Double space your submission and use an 11- or 12-point font of your choice
Attachment:- Shoe Industry.rar