Romanian Shoes Market

Dragos Godeanu
Cristian Antonescu
 1. Situation Analysis
Since 2007 Romania
• Romania is a
is part of EU and
country located at
that eliminates
the crossroads of
barriers, simplifies
Central, Eastern,
trade and eases
and Southeastern
investment. China is
Europe. It borders
the main trading
the Black Sea to
partner of Romania
the southeast,
in the Asian region,
Bulgaria to the
both in terms of
south, Ukraine to
imports and exports,
the north, Hungary
and is also one of the
to the west, Serbia
main exporters of
to the southwest,
capital in foreign
and Moldova to the
investment
east.
worldwide
 2.Segments to target
• The segment we A sneakerhead is a
focus on is the one person who collects,
that wants to buy trades, or admires
high end and sneakers as a hobby.
luxury A sneakerhead may
products.We want also be highly
to bring in our experienced in
country this distinguishing
producs because between real and
the demand is high replica sneakers.
and the demand is Sneaker collecting is a
low.The target hobby often
market is manifested by the use
millenials. and collection of shoes
Millennials, also made for particular
known as sports, particularly
Generation Y or basketball and
Gen Y. skateboarding.
 3.Entering strategy
•Foreign Direct The indirect entry
Investment (FDI) (high mode is:
control and risk, low
flexibility) Direct export modes:
manufacturer sells
•The best ways to enter in directly to an
the existing market of importer, agent or
sneakers is:
distributor, located in
the foreign target
•Opening new specialized
market.
stores that sell high end
sneakers and designing
new dedicated areas in Distribuitors:
existing Nike stores for Distribuing to
more expensive product. multibrand stores like
Buzz, Aw lab, Kiks
and also to Romanian
online stores.
 4. The marketing‐mix strategy
The main
• The Jordan product, witch
brand has a the brand
large variety of invests the most,
products is shoes. Jordan
including: brand is
creating
• Lifestyle shoes performance
• Performance shoes with new
shoes technologies that
are promoted by
• Clothing many athletes
• Accessories such as: Michael
Jordan, Russel
Westbrook,
Chris Paul,
Jimmy Butler
and others.
• Product

• The Romanians are

influenced by western • Product
culture and trends. innovation
We suggest the • Benefits to the
products should be
consumer
standardized.
• Avoiding the cost
• Product
of adaptation
standardization has
certain advantages in
comparison to the
alternative of
adaptation and
customization.
• Price • Promotion
• We chose a
standardized price • To promote this
policy. products the brand
•
should use social
Price strategy for
media and banner
international
markets based on advertising
setting a price for throughout the city
the product as it because this
leaves de factory. consumer market is
At its simplest it not watching TV or
involves setting a listening radio. For
fixed world price at our target segment
the headquarters we recommend
of the firm. advertising and
sales promotions.
• Placement In this area many
luxury brands
opend stores such
• The most profitable as: Gucci, Armani,
places for the brand Louis Vuitton and
to open the stores Valentino. This
are: the shopping places are always
malls on the visited by wealthy
northern part of the people therefore is
city and in the a good location to
downtown. sell deluxe shoes.