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Who Is Southern Shoe Company's Competitors?

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Contents Introduction 3 Objectives 3 Ansoff Matrix 4 Assumptions/Barrier to entry 5 Porters five forces model 6 Marketing Mix 7 Key problems, which may make implementation, plan difficult 10 Conclusion/Recommendation 11 Bibliography 12 Appendices 14 1 Introduction Southern Shoe Company was a manufacturer of ladies wide-fitting, non-fashionable, plastic shoes in July 1991. Their recent sales had fluctuated quite aggressively in a market that had demonstrated a very high level of bankruptcies amongst manufacturers. The company did not really know what …show more content…

Moving away from what you are selling to providing something new. Assumption/Barrier to entry Barriers to entry are anything that makes it difficult for a new entrant to break into a market. They make companies already in the market more valuable as they reduce the risk of new competition. Jobber, D. (2001) p202 believes that "for companies considering entering a new market segment there may be substantial entry barriers that reduce its attractiveness. Barriers can take the form of high marketing expenditure necessary to compete, patents or high switching costs for customers. However if a company judges that it can afford or overcome barriers to entry, their existence may raise segment attractiveness if the company judges that the barriers will deter new rivals from entering". Porters fives forces model Porters fives forces model is used to analyse a particular environment of an industry. This model could be looked at to see if there are any barriers to entry in the shoe market for Southern Shoe Company. (See Fig 5) There are many barriers to entry preventing new entrants from capturing market share. A large capital investment is required for new firms to open shoe factories and conduct research and design to create a popular brand or image. The capital requirements can be a high entry barrier to a new firm to the industry. Access to shoe distribution channels is a moderate barrier to entry. This all depends on the status of the

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