Ecco Shoes

ECCO SHOES

Marketing Plan

MKTG522

Kelly McCauley

Situation Analysis

ECCO, founded by Karl Toosbuy, has been in the footwear industry since 1963. They have survived 4 decades and are still going strong but their competitors have caught up to them. With other brands coming up with similar technology, ECCO must look over their designs of their shoes to attract consumers who don’t know about ECCO.

2.1 Market Summary

ECCO’s market consists of consumers and business professionals who prefer comfort and quality than style. They are popular globally in countries like the U.S., Europe and one of their biggest markets China. Their market is still growing with addition in Netherlands, Slovakia, Thailand, and Indonesia. The relevant trends right now are economic and competition factors.

2.2 SWOT Analysis

Strengths-

-Technology- ECCO’s production technique known as ‘direct injection’ technology is very unique, hard to imitate and it is one of their biggest strength. Where that uniqueness comes from is their skilled manpower. They invest time and money to skill their employees so they can make the best product. (http://www.ecco.com/en/About-ECCO/Making-a-shoe/Quality)

-Leather- ECCO produces their own leather to ensure high quality and flexibility.

http://www.ecco-shoes.co.uk/ecco-history-philosophy-business.php

Weakness-The quality and comfort of their product is the best, but their lack of style and appeal have some consumers going the other way to look for style and comfort.

Lack of brand awareness- ECCO needs to be aggressive with their advertising and promotion.

Opportunities- ECCO strives for a green environment with their own Environmental management system that everyone from the CEO to the employees who work in the factories and stores.

(http://www.ecco.com/en/About-ECCO/Corporate-Responsibility/Environment)

Threats

-Recession

Due to the U.S. recession, consumers are more than ever aware of their spending. A price of ECCO shoes normally start at 100...