Answer to Question #177574 in Marketing for aina

Question #177574

He wanted to run a company that would make a profit while at the same time helping the needy of the world. Specifically, for every pair of shoes that TOMS sells, it gives a pair of shoes to a needy child somewhere in the world. So far, the company has given away tens of thousands of pairs of shoes and is on track to give away hundreds of thousands. Can TOMS succeed and thrive based on this idealistic concept? That all depends on how TOMS executes its strategy within the constantly changing marketing environment.

After viewing the video featuring TOMS Shoes, answer the following questions about the marketing environment:

1. What trends in the marketing environment have contributed to the success of TOMS Shoes?

2. Did TOMS Shoes first scan the marketing environment in creating its strategy, or did it create its strategy and fit the strategy to the environment? Does this matter?

Expert's answer
  • Many nations require that all children wear shoes in order to be able to attend school. TOMS Shoes has made it their mission to provide these children with a pair of shoes to ensure that they are not only healthy but also given the chance to achieve a better education, in hopes that they will then be able to, in return, help their communities.
  • Consumers’ behavior was influenced by the motivation used by the company. Their concept of giving a pair of shoes to the needy in every purchase of a pair made their market boom. In a consumer’s mind, I will buy this pair of shoes because it’s not only for me but also for others. That concept gave the consumers a sense of helping other people, at the same time satisfying their customers. TOMS isn’t just any other overpriced original and designed shoes. It’s a shoe with a purpose.
  • The One for One Project was established to give every consumer the opportunity to help some of our most poverty-stricken communities throughout the world.
  1. Tom Shoes did not have to scan the environment, it came up with an unfamiliar, marketing concept that has seen it grow by leaps and bounds. By introducing the concept of helping which touched many customers. It doesn't really matter in this concept.

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