Spartoo Analysis
Summary
1) Industry analysis: a growing market a. Definition of the shoe distribution industry b. Market trends in the last three years c. The basic business models
p.1 p.1 p.1 p.3
2) Description of Spartoo a. Main products b. Main geographical markets
p.3 p.3 p.4
3) Marketing mix in France a. Main competitors b. Analysis of the marketing strategy in France c. Analysis of the perceived benefits for consumers
p.5 p.5 p.6 p.7
d. Analysis of the performance of the product in relation to customer expectations p.8 e. Analysis of the main strategies for retaining consumers p.8
f. Analysis of the main strategies for moving specific segments to higher ranks in terms of profitability per segment p.9
4) Promotional strategy in France a. Analysis of the off-line promotional strategy
p.10 p.10
b. Analysis of the on-line promotional strategy, in particular social networks p.10
5) Methodology a. Main sources b. Complete list of references
p.11 p.11 p.11
1) Industry analysis: a growing market
a. Definition of the shoe distribution industry
We can categorize shoes in many different ways. You can categorize shoes according to genders, age, style or activity. The shoe business has a wide customer basis. How does the shoe business work? First of all brands such as Adidas or Nike have opened their own retailer store and have their own manufacturers. Shoes can also be sold in department stores, wholesalers, etc... Today the new business canal of distribution is internet. There are 3 group types in the distribution of shoes on internet: the pure players, the generalists’ pure player and the traditional shoe seller also called click and mortar. We call the pure players, the companies which operate only on internet and in our case only in the distribution of shoes. Spartoo, Zalendo, Salenza and Javari are the most well-known pure players in France. The generalist pure players are Pixmania or Amazon who are wholesalers on internet and for so
1) Industry analysis: a growing market a. Definition of the shoe distribution industry b. Market trends in the last three years c. The basic business models
p.1 p.1 p.1 p.3
2) Description of Spartoo a. Main products b. Main geographical markets
p.3 p.3 p.4
3) Marketing mix in France a. Main competitors b. Analysis of the marketing strategy in France c. Analysis of the perceived benefits for consumers
p.5 p.5 p.6 p.7
d. Analysis of the performance of the product in relation to customer expectations p.8 e. Analysis of the main strategies for retaining consumers p.8
f. Analysis of the main strategies for moving specific segments to higher ranks in terms of profitability per segment p.9
4) Promotional strategy in France a. Analysis of the off-line promotional strategy
p.10 p.10
b. Analysis of the on-line promotional strategy, in particular social networks p.10
5) Methodology a. Main sources b. Complete list of references
p.11 p.11 p.11
1) Industry analysis: a growing market
a. Definition of the shoe distribution industry
We can categorize shoes in many different ways. You can categorize shoes according to genders, age, style or activity. The shoe business has a wide customer basis. How does the shoe business work? First of all brands such as Adidas or Nike have opened their own retailer store and have their own manufacturers. Shoes can also be sold in department stores, wholesalers, etc... Today the new business canal of distribution is internet. There are 3 group types in the distribution of shoes on internet: the pure players, the generalists’ pure player and the traditional shoe seller also called click and mortar. We call the pure players, the companies which operate only on internet and in our case only in the distribution of shoes. Spartoo, Zalendo, Salenza and Javari are the most well-known pure players in France. The generalist pure players are Pixmania or Amazon who are wholesalers on internet and for so