E-Retailing Made-to-Order Athletic Shoes Marketing Plan by Nicky

E-Retailing Made-to-Order Athletic Shoes
Presents an e-retailing marketing plan for made-to-order athletic shoes.
# 148652 | 3,670 words | 18 sources | APA | 2011 | US

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This paper bases the e-retailing marketing plan for the hypothetical start-up company, Eleftria Athletic Shoes, made-to-order athletic shoes on the strategy of mass customization. Next, the author describes the brand, product and service offerings and uses a growth/share matrix to indicate that despite the consolidating nature of the footwear market, there are still opportunities for a unique and highly differentiated e-retailing product for the pure-play casual footwear part of the market. The paper explains the strategy including segmentation and targeting, the implementation plan including the e-retailing mix of the 7C's and the budget, contingency plans and motoring procedures.Tables and figures are included in the paper.

Table of Contents:
Table of Contents
Brand, Product and Service Offering
Situational Analysis
Existing plan and Other Information
Analysis Models
Boston Consulting Group Model
E-Retailing Metrics
Situational Summary
Revenue Streams
Market Opportunity Analysis
Segmentation and Target
Brand Differentiation
Market Positioning Strategy
Market/Partner Distribution Strategies
Strategy Summary
Implementation Plan
E-Retailing Mix (7C's)
Product/Service Offer
Pricing Strategies
Distribution/Supply Chain
Integrated Marketing Communications
Relationship Management
Organizational Structure/Integration
Implementation Summary
Budget Comments
Evaluation and Control
Contingency Plans
Monitoring Procedures

From the Paper:

"The e-retailing objectives for Eleftria Athletic shoes and their plans for attaining them are defined here. The first objective is to create an e-retailing strategy that capitalizes on multichannel management, meaning that e-retailing site will be accessible over the Web, through specialized interfaces on Blackberries and PDAs, and also will have telephone ordering as well. The second objective is to create a completely integrated e-retailing system that connects to pricing, catalogs of shoe components, suppliers to validate the shoes being designed can be built, and shoe costs to ensure when compared to pricing the can be produced at a profit. This back-end system integration needs to be real-time as it allows for greater levels of responsiveness to the customer has a result."

Sample of Sources Used:

  • Saravudh Anantachart. (2004). Integrated Marketing Communications and Market Planning: Their Implications to Brand Equity Building. Journal of Promotion Management, 11(1), 101-125.
  • Sulin Ba, Jan Stallaert, Zhongju Zhang. (2007). Price competition in e-tailing under service and recognition differentiation. Electronic Commerce Research and Applications, 6(3), 322.
  • Ruby Roy Dholakia, Outi Uusitalo. (2002). Switching to electronic stores: Consumer characteristics and the perception of shopping benefits. International Journal of Retail & Distribution Management, 30(10), 459-469.
  • Charles F. Hofacker. (2008). E-tail constraints and tradeoffs. Direct Marketing, 2(3), 129-143.
  • IBIS Research , (2009). Footwear Wholesaling Market . New York, NY : IBIS Research .

Cite this Marketing Plan:

APA Format

E-Retailing Made-to-Order Athletic Shoes (2011, October 28) Retrieved May 23, 2022, from https://www.academon.com/marketing-plan/e-retailing-made-to-order-athletic-shoes-148652/

MLA Format

"E-Retailing Made-to-Order Athletic Shoes" 28 October 2011. Web. 23 May. 2022. <https://www.academon.com/marketing-plan/e-retailing-made-to-order-athletic-shoes-148652/>