DIVINE SHOES (logotipo y descripción de la empresa)

Divine shoes is a company trujillana that provides leather footwear for women nationwide.

 Mission
Help women look and feel good.
 vision
To be one of the best companies in offering excellent footwear available to everyone.

 Goals

 Short term goals (3 goals)

1. Increase product prices by 5% over the next three months.

2. Implement monthly giveaways for customers on social media.
3. Increase traffic on the company's website over the next 6 months.

 Long term goals (3 goals)

1. Increase overall brand awareness in a year and a half.

2. Increase your company's share in its market in one year.
3. Reduce production expenses by 7% over the next two years.

➔ Market research

Competitors 2 direct and 2 indirect, what they sell, how and where.

Direct competitors:
Viale: women's leather footwear store.
sale: store and website.
Ecco: leather footwear store for women and children.
sale: store and website.

Indirect competitors:
Bata: shoe store for the general public made of synthetic material.
sale: store and website.
Platanitos: women's shoe store made of synthetic material.
sale: store and website.

 SWOT (12)

STRENGTHS:
1. Skilled labor in the city of Trujillo.
2. Affordable shoe prices.
3. We have the best suppliers of Trujillo leather.
 Weaknesses:
1. Competitors with a long history in the footwear industry.
2. The sales volume of the competitors is high.
3. Having a single store in Trujillo.

Threats:

1. Strong competition from important brands: ECCO and VIALE.

2. Leather footwear was replaced by synthetic footwear.
3. Informality by other companies.

Opportunities:

1. Opportunities for the export of leather.

2. Expand the sale of game from Trujillo through social networks.
3. Take advantage of the recognition of Trujillo leather throughout the country.

 PEST ANALYSIS (12)

Political factors
Economical factors
Social factors
Technological factors

 PORTER´s Forces

➔ Marketing goals (3 smart)

o Attract new customers and satisfy their needs with a quality product.
o Create value and establish a solid relationship with customers.
o Guarantee a unique experience acquiring our products.

➔ Marketing mix (3 Strategies for Product, 3 Strategies for Price, 3 Strategies for
Place and 3 Strategies for Promotion

Strategies for Product

o Offer comfortable and high-quality footwear.

o Facilitate a wide variety of designs of our footwear.
o Provide a guarantee for the purchase of our product.

Strategies for Price

o Offer a fair price for the quality of the product.

 o Offer better prices than our competitors.
o Offer the public discounts and credit payment facilities.

Strategies for Place

o Offer the public a wide variety of models.

o Place stores at strategic points with easy access to the customer.
o Expand sales through digital channels.

Strategies for Promotion

o Promote the dissemination of the brand through social networks.

o Strengthen customer loyalty with promotions and offers.
o Excellent personalized service experience in the store.

➔ Strategies (Human, Operational)

o PERSONNEL EVALUATION
Through which we measure the performance of each collaborator in
order to achieve the objectives of the company.
o COST REDUCTION
o Through the use of Just in Time materials for the manufacture of
footwear.

➔ Conclusions

o Opening stores at strategic points will facilitate greater customer

acquisition and increase sales.

o Design digital channels with easy access to customers and improve

their shopping experience through social networks.

o Working on the consolidation of the brand will increase the

commercial value making it more profitable in the medium term and
the positioning of the brand in terms of visual communication will be
remarkable.