Case Study Damn Heels
Christopher Marchese 3-11-2015
Marketing Management Dr. Kirk
Summary
The Damn Heels case study is about a female business student form Ryerson University in Canada. She came up with the idea to turn heels into flat bottomed shoes. The reason behind this was to allow women to wears heels during the main events they were attending, and then when the events were over they could then transform the heels into heelless flat bottomed shoes. These shoes are planned on being issued at a lowered price point of $20 dollars compared to their competitors. There is no other product like there so it is important for Coleman to expand her brand name. She is currently focusing on the Chinese and North American retail markets. This case study goes further detail about her SWOT Analysis and other marketing strategies.
Discussion Questions
Question1: Conduct a SWOT analysis for Damn Heels.
Strengths: One Strength of Damn Heels is that it is in high demand according to the surveys stated in the case study. 93% of women say their feet hurt by the end of the night due to wearing heels. One if the areas she will be marketing to is the Canadian footwear industry which is on the rise with a projected value of $5.7 billion in 2014. She also has an experienced designer along with a manufacturing company in China..
Weaknesses: She is a small company and has to compete with large rivalry retailers that dominate the market. Since manufacturing is overseas she must wait 2 weeks by air or 6 weeks by sea to receive her finished product. She also does not have a lot of capital due to financing the business through her student loans and personal line of credit.
Opportunities: She has a unique product idea that will stand out to customers. She has opportunities through selling online and
Marketing Management Dr. Kirk
Summary
The Damn Heels case study is about a female business student form Ryerson University in Canada. She came up with the idea to turn heels into flat bottomed shoes. The reason behind this was to allow women to wears heels during the main events they were attending, and then when the events were over they could then transform the heels into heelless flat bottomed shoes. These shoes are planned on being issued at a lowered price point of $20 dollars compared to their competitors. There is no other product like there so it is important for Coleman to expand her brand name. She is currently focusing on the Chinese and North American retail markets. This case study goes further detail about her SWOT Analysis and other marketing strategies.
Discussion Questions
Question1: Conduct a SWOT analysis for Damn Heels.
Strengths: One Strength of Damn Heels is that it is in high demand according to the surveys stated in the case study. 93% of women say their feet hurt by the end of the night due to wearing heels. One if the areas she will be marketing to is the Canadian footwear industry which is on the rise with a projected value of $5.7 billion in 2014. She also has an experienced designer along with a manufacturing company in China..
Weaknesses: She is a small company and has to compete with large rivalry retailers that dominate the market. Since manufacturing is overseas she must wait 2 weeks by air or 6 weeks by sea to receive her finished product. She also does not have a lot of capital due to financing the business through her student loans and personal line of credit.
Opportunities: She has a unique product idea that will stand out to customers. She has opportunities through selling online and