Submitted by: Submitted by sotomeli
Views: 97
Words: 578
Pages: 3
Category: Business and Industry
Date Submitted: 07/22/2014 04:26 PM
Case 11: Fleet of Foot
In my opinion, Navado Carillo’s startegy presently lacks focus.
At first, Navado founded a niche in the market selling shoes for professional runners and serious runners. At this point she had very clear what her target market was and what were her costumer’s needs.
After commiting heavily with Nike, Navado introduced several products that affected her marketing mix completely, such as basketball shoes, tennis shoes and even sportsware. As she strated to put more enphasis in fashion instead of function, her rate of success become lower. This is because suddenly she was in direct competition with a number of other stores, which put more pressure on her to lower prices.
I believe that Navado shouldn’t change her strategy dramatically, as she will be losing all her long-term customers who trust the company.
Firstly, she should do a market segmentation to be clear of whom her target buyers are. Who are these people?
I think in this case, her target market is divided by professional or serious runners, and a growing older generation of serious runners that are now finding jogging hard work and they are switching to other, less demanding exercise program. It is clear, that Navado has to use a differentiated strategy and think about different products for each of these two segments and find specific needs for each.
On one hand, Navado should go back to her roots and try to differentiate from all other retail stores such as Foot Locker or Walmart, buy paying special attention to her serious runner’s need. Her store should focus on this segment. One suggestion is to improve her costumer service. She needs salespeople that have very clear the technical aspects of running shoes and can help their customers through all the process of buying. But not only this, they should now about upcoming running competitions or good training spots. They could also be able to give advice on healthy practices and all of this for free. This could increase...