Lady Foot Locker Analysis

Topics: Marketing, Athletic shoe, Retailing Pages: 2 (403 words) Published: April 6, 2012
Dirk Darrel TiuApril 06, 2012

Case analysis
Lady Foot Locker

Situation Analysis

A. Environment
Prior to LFL, women were purchasing Keds and Canvas shoes. However, with the entry of LFL in the market, it was now possible to find a sneaker for every activity or sport and even casual wear. The athletic footwear market has declined over the past couple years. B. Industry

The company was founded in1982 and opened more than 600 stores nationwide. The current athletic footwear industry offers a wide array of product segmentation. LFL specialized in athletic footwear, apparel and accessories. There were very few retails chains that specialize in athletic footwear for women exclusively. Competition consisted of department store and apparel specialty shops. C. Firm

LFL had strong relationships with their key suppliers. They were always current products on the shelves. They had special make-up products for special customers. LFL’s objectives were to stay current with new and updated products in the market as well as securing product exclusivity. The firm had a strong financial position thus allowing them strategically price their products allowing them to reduce inventory quickly and still maintain profits. D. Marketing Strategy

LFL boasted a highly competitive market. They participated in aggressive advertising and in-store marketing. Technological advances aided in developing further differentiation in the industry. The uniqueness of their products increased consumer demand and competition. As new manufacturing technologies were being developed, this in turn shortened the product life cycle. LFL target market was the Total U.S. Athletic Footwear Market. This market is composed of 18 – 37 year old active females who were likely to be active in sports, fitness and family life. 12- 17 year olds represented an important secondary market. Sales however, occurred across a broad age segment. The LFL customer was considered to be a somewhat...
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