Damn Heels Case Study

DAMN HEEL (B)

CASE STUDY

TABLE OF CONTENTS

Executive Summary 3

Introduction 4

Problem/Opportunity 4

Current Mission, Goals, and Strategies 4

SWOT Analysis 5

Ratio Analysis 6

Brainstorm Solutions 8

Action & Implementation Plan 10

Evaluation of Results 11

Conclusion 11

Additional Content 11

References…………………………………………………………………………………………… 11

EXECUTIVE SUMMARY

Hailey Coleman launched her first product in December 2009, selling online, salons and restaurants where family and friends worked. Her shoe was still priced at $20 below competitors. Through the first quarter, Coleman accomplished a lot and her business was successfully. The business strives to offer an affordable, high quality product while still providing comfort to the target market.

Coleman is now in the position of expanding her company, during this period of expanding, she was still deciding of whether to sell through coat-check sales and sales staff. In addition, Hailey stumbled on the new venture vending machine where she planned to act as the distributor in Toronto. It apparent from the ratio analysis that Damn Heels will benefit a great deal from distributing the vending machine in Toronto. However, Coleman should expand by hiring a saleswoman and sell the DH flats through coat-check sales. This will be an easy solution and less cost needed.

Coleman expansion options in the America market is a good strategy, but she needs to securely establish herself in Canada before expanding into foreign markets. With revenue generated from all units through the fiscal year, she will certainly be able to explore more expansion options once she has the control of the market.

Furthermore, with the vending machine venture, Coleman will be expanding her networking and building more connections with several venue owners that she will be installing the machine to. This will...