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?