Weatherproof case study

Question 1

Weatherpruf

Answer 1

shoe wax company specialising in solid waxes, competitors are Smart Shoe Co, Patent and Everest

Question 2

political

Answer 2

Brexit, regulations, market restriction

Question 3

economic

Answer 3

more online shopping, economic crisis of 2008

Question 4

social

Answer 4

online shopping, growth non-leather footwear sales (need for liquid polishes)

Question 5

technological

Answer 5

social media, online sales distribution, new products and accessories, water protection

Question 6

strengths

Answer 6

• high quality brand image/reputation
• long existence in market (cheap unit cost)
• low variable unit cost
• good relationship with customers
• 2/3 market volume and 1/2 market value (solid waxes)

Question 7

weaknesses

Answer 7

• don’t use advertising
• limited product range/variety
• resisted diversifying into liquid polishes
• limited target audience: high end leather shoes

Question 8

opportunities

Answer 8

• solid waxes still considered superior
• enter into other wax markets e.g. liquid polishes
• expanding target audience: children and families
• other leather products or shoe materials

Question 9

threats

Answer 9

• emergence of liquid shoe polish
• Smart Shoe Co (Bloom): aggressive sales, wide distribution, use of advertising
• use of leather footwear declining
• liquid polishes purchased more frequently for higher price: high profits for competitors
• patent: manufactures both polishes and leather products: more likely to buy together

Question 10

strategy

Answer 10

- me too
non-leather fabric care
-foreign markets
-B2B
-merger/acquisition/partnership
-supermarket own label
-solid wax

Question 11

solid wax (s)

Answer 11

focus on strength: low risk and low return

Question 12

me too

Answer 12

(smart shoe Co) liquid polishes, supermarkets, high risk and high return: doing what competitor is already good at, position in both technologies and all 3 market segments

Question 13

supermarket own label (s)

Answer 13

W has low cost manufacturing so able to charge ‘own brand’ low price, utilises supermarkets advertising

Question 14

B2B (s)

Answer 14

hotels, police, military

Question 15

merger/acquisition/partnership (s)

Answer 15

with other competitors: may also be threatened by Smart Shoe Co (Patent and Everest)

Question 16

foreign markets (s)

Answer 16

low cost manufacturing, able to sell at low price

Question 17

non-leather fabric care (s)

Answer 17

pursuing a different demand