Define the elements of Tom’s Shoes’ marketing strategy. Do you believe new product lines should be added to the company’s portfolio?
The Tom’s Shoes case describes their market strategy focus on social
responsibility and the power of word-of-mouth marketing with consumers to
help those in need for something basic, like shoes. The case discussion
illustrates marketing strategies aren’t always about just making a profit. We
saw that Zappos was focused on customer experience, Tom’s Shoes is
focused on making a difference in the world.
Please read/watch the following and think through the guiding questions
below and post your responses in the discussion forum.
Watch this case video from your textbook site (click the link below to open
the video):
Click here for the Tom's Shoes video case study (Links to an external
site.)Links to an external site.
Read this byline from Blake Mycoskie featured in Entrepreneur Magazine
in September 2011 "How I Did It: The TOMS Story (Links to an external
site.)Links to an external site."
Visit the Tom's Shoes website, and examine what customers are saying
about them across social media outlets.
www.toms.com (Links to an external site.)Links to an external site.
Guiding questions
1. Define the elements of Tom’s Shoes’ marketing strategy. Do you believe
new product lines should be added to the company’s portfolio?
2. Define the elements of the marketing mix.
3. Conduct a SWOT analysis of the current market situation for the Tom’s
Shoes. Where do you think the company will go from here—what’s next?
Answer preview Define the elements of Tom’s Shoes’ marketing strategy. Do you believe new product lines should be added to the company’s portfolio?
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