Lamont Shoes Case Analysis
...of well-styled shoes for people who required them to stand or walk several hours.
Price?
Place: Montreal, Quebec – find retailer to sell new shoe?
Promotion: Will need to develop brand and name as well as advertising direction.
RESOURCES
Technological: need to upgrade equipment, new technologies have emerged and they are not up to date, but not much since not a lot of technology involved.
Financial: need to increase profitability
Reputational – Promotional: currently only know for work they do for other companies as they do not manufacture their own brand shoes.
Management: Experienced and entrepreneurial management, have a foot in the footwear industry already.
Human: Already have workers on staff for manufacturing business
CAPABILITIES
Marketing: Lamont Shots will be able to advertise the new brand themselves, something they have never done.
R&D: Infrastructure is present already but they do need to upgrade.
Sales: Need to increase profitability.
Current Level of performance: 90% contract manufacturing, 10% occasional exports
EXTERNAL ENVIRONMENT ANALYSIS
COMPETITORS
- Highly competitive market
- Other new entrants have done so successfully.
Foreign Competition have lower labor costs and therefore can deliver product at lower overall costs. However, something the quality suffers.
- Other specialized shoe makers: Sports shoes: Nike, adidas, Puma & Reebok
- Other shoe retailing giants: Aldo, Bally, Steve Madden, Florsheim…
- Hush Puppy shoes, Kickers, Air walk, Sebago, Gucci, Amalfi, Timberland, Walkabouts
However, none of these are direct competitors since they each have their own target market that is different then the market that “Comfort Shoe’s” is marketing.
‘Only way to displace market share within the saturated market is by displacing competitors.’
Demographic: Shoes industry has expanded.
Political/Legal:...
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