Pest: Marketing and Shoes

Topics: Brand, Shoe, Marketing Pages: 38 (8863 words) Published: March 16, 2011
Executive Summary

Working on this project on the Servis shoes company first of all we have define the product line of Servis company, after that we have done industry analysis by performing PEST analysis and future trends in the PEST of shoes industry. After this we have performed “Porter Five Force Model”, competitor analysis, marketing strategies of servis and change in competition in the shoes industry. We have also discussed that what should a leader do in this kind of situation in the industry. To analyze the strengths and weaknesses of the Servis we analyzed it with the help of different matrices including IFE, EFE, GE, Space, Ansoff and Arthur De Little matrices. Analyzing the problem statement of Servis shoes we find some objectives from this and have launched a new product “a new vibrating walking shoes” its marketing plan, manufacturing process and marketing mix. At the last we have discussed the future outlook of the shoes industry.


The Servis Company started its work in the shoes market in 1941 at a small scale at Lahore but athletic wear products were recently planed and launched in Pakistan and all over the world. Business so far has shown that high quality and economic price strategy about athletic wears of Servis Company has proven successful. The company also puts a lot of emphasis on motivating; educating staff and also focusing on the career development of its employees to promote its products in an effective and socially acceptable manner. The company employs more than 5,000 people in its facilities located in Gujrat and Muridke. Servis has more than 500 stores all over the country. Today, the production side of the company has flourished into Service Industries Limited (SIL) which has world-class shoes, tyres, tubes, and rubber production facilities in Gujrat and Muridke. SIL is also the leading exporter of footwear. Service Sales Corporation (Pvt.) Ltd. (SSC) is today Pakistan’s leading footwear retailer which is also diversifying into other businesses. Vision Statement:

To be market leader providing quality footwear and apparels related products. To, strive for excellence and global recognition by continuous improvement, innovation, dedication and growth.

Mission Statement:
To keep abreast with modern technology and design in athletic wears to optimize production and enhance brand image to attain international recognition for the company athletic wears’ new products. To flourish as a result oriented and profitable company through consistent improvement in market share, quality, diversity, availability, presentation, reliability and customer acceptance. Product Line:

[pic] [pic]

DON CARLOS wins the brand of the year in the year of 2008. DON CARLOS has four another types of brands with the name of DON CARLOS which are as under:

1. MAXIMUS: [pic]

This type of Don Carlos is
• Cutting edge formal and party wear
• Designed by fashion experts, rich in hand-crafted details • Mix of classic and modern Italian look
• Step in your own style
2. CLASSIC: [pic]

This type of Don Carlos is
• Formal shoes for all walks of life
• Soft leather uppers for all day comfort
• Blend of modern and classic shapes
• Make your presence felt
3. N-DURE: [pic] This type of Don Carlos is
• Fashion inspired trendy casuals
• Modern look with hand-crafted details
• Premium quality materials with unique color combinations • Stay light and flexible for the great outdoors

4. BREEZER: [pic] This type of Don Carlos is
• Premium quality sandals and slippers
• Lightweight and airy...
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