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SUBMITTED TO:

Sir Reynaldo M. Barazan

SUBMITTED BY:

GROUP 8

Group Members:

Mae Ann T. Maglinte

Ericka May N. Genita

Corine Ryntzi C. Larot

Rubielyn P. Dogon

April Jean Tanio

(March 2018)
 TABLE OF CONTENTS

EXECUTIVE SUMMARY.................................................................................................1

COMPANY ANALYSIS.....................................................................................................2

Shoeniverse Incorporation Overview…………………………………………......2

History…………………………………………………………..................2

Current Status……………………………………………………………...3

Future Orientation…………………………………………………………3

Mission and Vision Statement…………………………………………………….4

SITUATION ANALYSIS………………………………………………………………...5

Market Overview………………………………………………………………….5

Market Trends and Evolution..................................................................................5

Consumer Behavior……………………………………………………………….6

Competition………………………………………………………………………..7

Environment Analysis (PEST Analysis)…………………………………………..8

Political……………………………………………………………………8

Economic………………………………………………………………….8

Social………………………………………………………………………9

Technological……………………………………………………………...9
 SWOT Analysis…………………………………………………………………...9

Strength……………………………………………………………………9

Weakness………………………………………………………………...10

Opportunity………………………………………………………………10

Threat…………………………………………………………………….10

Key Success Factors and Critical Issues…………………………………………11

MARKETING STRATEGY……………………………………………………………..13

Objectives………………………………………………………………………..13

Segmentation, Targeting and Positioning (STP)………………………………...13

Market Segmentation…………………………………………………….13

Targeting…………………………………………………………………14

Market Positioning……………………………………………………….14

Strategy Summary………………………………………………………………..15

Competitive Advantage………………………………………………………….15

MARKETING MIX STRATEGY……………………………………………………….17

Product…………………………………………………………………………...17

Price……………………………………………………………………………...29

Place……………………………………………………………………………...31
 Promotion………………………………………………………………………...34

Integrated Marketing Communication (IMC) Strategy………………….34

Financial Information…………………………………………………………………….37

Forecasted Income Statement……………………………………………………37

Forecasted Statement of Financial Position……………………………………...38

Implementation, Control and Contingency Plan…………………………………………40

 LIST OF TABLES

Table

1 Products of Shoeniverse………………………………………………..18

2 Income Statement of Shoeniverse……………………………………...37

3 Statement of Financial Position………………………………………..38

LIST OF FIGURES

Figure

1 Market Share of Shoeniverse and its competitors……………………….7

2 Pricing Strategies of Shoeniverse……………………………………...29

3 Distribution Channel of Shoeniverse…………………………………..31

4 Integrated Marketing Communication Strategy of Shoeniverse……….34