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8 Sep
2019

Marketing project by answeing 4 questions – NO PLAGIARISM

Section 6: Direct to Consumer (DTC)As ISlide looks to grow the DTC component of their business, it is important to understand the characteristics of this business model so that ISlide can benchmark industry best practices.• Describe the characteristics of a DTC brand and company. What are the general industry trends in the DTC marketplace (prior 5 years and forecast through 2024)?• How do segmenting, targeting and positioning impact success for DTC brands?• How do DTC brands manage the 4P’s (product, price, place and promotion)?• What are common KPI’s (Key Performance Indicators) for DTC brands?• What lessons can be learned from key DTC brands that could be relevant for ISlide? (include examples in your discussion, (these can be both footwear and non-footwear examples))
It is a group project and I will upload more information about ISlide Company. In section, only the last question is related to Islide Company and the rest four questions are just general description of DTC.
GB 320 Assignment #1 ISlide Inc.https://www.islideusa.com/Due:• Tuesday 9/17/2019 @ 6:30 PM (Tuesday Evening Sections E01, E02, E03)• Wednesday 9/18/2019 @ 11:00 AM (Wednesday Morning Sections 010, 011, 012)
Company IntroductionWe give each and every one of our customers a unique opportunity to represent themselves, their beliefs, and interests. We recognized a growing trend in the customization market but a void in the footwear department. We wanted to bridge that gap and open up the world of custom slides. “Stand In What You Stand For” is the backing of our company: how can you truly stand for something without embodying it all the way down to your toes? Plus, we would get to wear slides to work every day. So, the concept of ISlide was born.
(ISlide About Us)
Project focus:In its sixth year, ISlide, Inc. is experiencing annual 10%+ growth in 3 of their 4 revenue channels. However, the Direct-to-Consumer (DTC)/eCommerce platform has plateaued recently after nearly tripling from 2015 to 2016. The company is currently building out a comprehensive Marketing Strategy to drive sustainable sales growth through its website while conversely considering scaling back the efforts and investment in the DTC channel.Project Goals:• Assess the current state of the ISlide operations department, evaluating the current level of efficiencies and identifying opportunities to improve.• Create a financial analysis of the profit/loss breakdown for the website business, in relation to the other revenue channels.• Present measurable suggestions on how to implement changes and strategies for sustainable marketing and operations growth, within reasonable budgetary constraints.• Present a final recommendation to either continue investing in the eCommerce channel or reallocate resources elsewhere.Description of Assignment 1This is Assignment 1, the secondary research assignment. You will write a paper based on research of secondary sources. Sources include library resources and information communicated by ISlide.A large portion of the written output from this assignment may be used in the final Executive Memorandum (Assignment 3) plus data appendices and references.• Submit 8-10 pages of narrative plus exhibits/attachments and references.• Use 12-point serif type (Times New Roman or similar font) with 1-inch margins and 1.5 line spacing. You may use san-serif (like Arial or Calibri) for Headings and in charts and graphs.• Submit as many exhibits of data tables and charts as you need to support your narrative and include these exhibits in an organized Appendix. Be sure that your reader can easily find the tables/charts you refer to in the body of your report. Think about a clear annotation system to reference exhibits that makes it very easy for the reader to locate the data. Exhibits and data tables do not count in your page limit. The Competitive Analysis and SWOT exhibits referenced later in this document will be exhibits in your Appendix.• You will be graded on the completeness of your research, the quality of the analysis, the number, quality and appropriateness of your sources, your references, the quality of your writing, quality of use of data, and overall organization.• Citations and references: Use APA 6th Edition format to create a Works Cited. All books, magazines, journal articles, research reports, web sites and other sources of information you used to create your report must be cited. Each quote, chart, data table, etc. in your paper must also be cited. In the body of your paper, reference the source using the parenthetical citation method. Your Works Cited does not count in your page limit.
Assignment BreakdownSection 1: Company and Product DescriptionThis section is a snapshot of the company and discusses how the company creates value. This section typically answers the questions “Who are you?” and “What are you selling?”• Briefly describe the company. Include a short company history including when the company was founded and how the business has performed since inception. Outline the key personnel in the company and their relevant experience/success as it relates to the business.• Describe the company’s products, emphasizing the value proposition offered to existing and future market segments.
Section 2: Industry AnalysisThe industry analysis should provide a basic understanding of the industry in which the business operates and the trends in the marketplace. While it is important to understand the past and present, it is also equally important to understand the future. All discussions must be supported by data and relevant charts/graphs including (but not limited to) industry revenues and projections, and market share. For any projections consider years 2020-2024.• For each of the following market segments, describe industry trends including market size ($ and units) and growth for the prior 5 years, and projections through 2024:o US Apparelo US Shoe & Footwearo US Footwear Wholesaling• How has the market evolved over the past 5 years? Discuss new and emerging suppliers, forms, designs, and quality.• How have marketing and media trends evolved over the past 5 years?• How do marketing tactics impact consumer perceptions and buying behavior?• What factors (including economic/socio-cultural/educational/technological) have driven these trends? What factors will influence future market projections? Which are most important and why?
Section 3: Competitive Analysis
This section requires you to conduct an analysis of applicable and/or potential competitors. This is important because information such as how competitors position themselves, market and sell their services can help differentiate ISlide. A good understanding of the competitive environment may identify areas that are currently not being targeted. Finally, understanding why the strongest competitors have been or may be successful will provide important information about the market’s likes and dislikes and help better position ISlide.
Use the example table below to collect and organize information on key competitors of ISlide. This competitive analysis table should be an exhibit in your paper’s appendix. Gather information from secondary research sources along with the competitor’s website, financials, marketing, social media, etc. Make sure to consider a variety of competitors offering relevant products to the various customer groups targeted by ISlide. They should be producers of footwear, but not necessarily licensed or customizable if your research delivers a significant substitution threat in another category. You do not need to complete an in-depth profile of every competitor in the market. However, be should be sure to select representative competitors serving various market segments and with a variety of business models. You should change the X and Y axes of the example table to reflect both the breadth and depth of the competitive landscape.
In your narrative you should:
• Discuss the general characteristics of the competitive landscape for footwear• Discuss the market shares of key primary competitors and general trends in market share (create a supporting exhibit)• Introduce each of the competitors you have chosen to profile, providing a brief overview of the key characteristics of the company. This summary should be strategic since details on each competitor can be found in your competitive analysis exhibit.• Summarize competitive best practices and emerging trends
Exhibit 1: Competitive Analysis Table (Example) (Exhibit goes in your Appendix)Factor ISlide Competitor A Competitor B Competitor CTarget Customer Profile(s)Types of products soldValue PropositionBrand ImageMarketingDTC WebsiteSize of Operations, Staff & equipmentYears in businessSales ($ and trend)Marketing spend ($ and trend)(additional categories as determined by your team)ISlide strength vs. competititorISlide weaknesses vs. competitor
Section 4: LicensingSales of licensed footwear products are an important source of revenue for ISlide.• What is licensing? Describe the business model implications.• Describe key industry trends related to licensing, including market size ($ and units), for the prior 5 years, and projections through 2024.• What factors have driven these trends? What factors will influence future market projections? Which are most important and why?
Section 5: Personalization/customizationPersonalization/customization is at the core of ISlide’s business model• Describe key industry trends related to personalization/customization including market size ($ and units) for the prior 5 years and projections• What product categories have been most successful at selling personalized/customized products? Why?• What are the demographic, psychographic and behavioral characteristics of customers who purchase personalized/customized products? How can companies who understand consumer behavior tailor their marketing and operations to increase sales?
Section 6: Direct to Consumer (DTC)As ISlide looks to grow the DTC component of their business, it is important to understand the characteristics of this business model so that ISlide can benchmark industry best practices.• Describe the characteristics of a DTC brand and company. What are the general industry trends in the DTC marketplace (prior 5 years and forecast through 2024)?• How do segmenting, targeting and positioning impact success for DTC brands?• How do DTC brands manage the 4P’s (product, price, place and promotion)?• What are common KPI’s (Key Performance Indicators) for DTC brands?• What lessons can be learned from key DTC brands that could be relevant for ISlide? (include examples in your discussion, (these can be both footwear and non-footwear examples))
Section 7: Opportunity Analysis
In the opportunity analysis section, you should use all that you have learned from an understanding of the industry, competitors and customers to discuss the opportunity that exists for ISlide.
You should prepare this section with your group after all of your other research is complete.
Your opportunity analysis begins by performing a SWOT analysis to identify the internal strengths and weaknesses in the organization. You will then outline the external opportunities and threats which may affect the organization based on your market and the overall environment. The strengths and weaknesses, compared to the external opportunities and threats, can offer additional insight into the condition and potential of the business. Use the template for Exhibit 2 below to begin this process.
• Strengths capture the positive aspects internal to your business that add value or offer you a competitive advantage. This is your opportunity to remind yourself of the value existing within your business.• Weaknesses capture the negative aspects internal to your business that detract from the value you offer; or place you at a competitive disadvantage. These are areas you need to enhance in order to compete with your best competitor. The more accurately you identify your weaknesses, the more valuable the SWOT will be for your assessment. Be sure to consider your relationship with the client when addressing any perceived weaknesses. Be professional and respectful at all times.• Opportunities are external to your business. If you have identified “opportunities” that are internal to the organization and within your control, you will want to classify them as strengths.• The better you are at identifying potential threats, the more likely you can position yourself to proactively plan for and respond to them. You will be looking back at these threats when you consider your contingency plans.
Exhibit 2: SWOT Analysis (Exhibit goes in your Appendix)Internal Strengths:• What do you do well?• What unique resources can you draw on?• What advantages do you have over your competition?Internal Weaknesses• What could you improve?• Where do you have fewer resources than others?• What are others likely to see as weaknesses?
External Opportunities• What opportunities are open to you?• What trends could you take advantage of?• How can you turn your strengths into opportunities?External Threats• What threats could harm you?• What is your competition doing?• What threats do your weaknesses expose you to?
Questions to answer in your narrative:• Which SWOT items are of vital importance to the company? Why?• How can you use their strengths to better take advantage of the opportunities ahead and minimize the harm that threats may introduce if they become a reality? How can weaknesses be minimized or eliminated?• How well positioned is ISlide to succeed in this marketplace given your preliminary analysis?• What are ISlide’s keys to success for growing the business?• Are there weaknesses that may be converted to strengths by changing some internal processes?• Are there threats that could be converted to opportunities that should be considered in the executive memo?

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