Transcript dhirenchatlani.com

Presented by: Meredith Chiulli
Dhiren Chatlani
Eugenia Prezas
Agenda
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Identify two main managerial concerns
affecting GEOX's growth
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Understand core competency that sets
GEOX strategy
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International expansion
Consumer base development
R&D
Patented technologies
Recommendations
Managerial Questions?
Where can we improve?
How can Geox expand internationally to
increase global presence and brand
recognition?
A mature industry, a growing
company...
10 - 15% population suffer from foot odor &
bacteria from moisture
100 liters of sweat
annually
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Blue Ocean Strategy = Changing
boundaries
Changed traditional market
segment
Away from Italian stereotype
Value/cost trade off = Value
Up, Up, & Away
Value Chain, where do we go wrong?
10%!!
Patents and € Savings
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Plasma applications
Breathable sole
Glue saving assembly = Xtra breathing
Shoe molding & injection
+30 patents!
1st patent expired in 2009
R & D!!
1st mover, fast follower
Geox = Zara
innovation
Style
More R & D and Product Development
Product innovation, & product lines (6th force)
High Mobility barriers
Sustained Competitive advantage
VRIO Analysis
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Core competency: technology of the
breathable soles
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Intangible: patented, formulated
Tangible: physical shoe
Differentiation strategy focuses on core
competency
Value:
Provides consumers with fresh, breathable shoes
o Prevents feet from getting wet
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VRIO Analysis
Valuable?
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Rare?
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Yes!
Yes!
Membrane technology created by Geox
Patents prevent others from adopting
Costly to Imitate?
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Yes!
Patents=legal & resourceful costs
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VRIO Analysis
Organized to capture value?
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Yes
Focus on the technology of the soles
Heavy R&D investments to create and maintain
Essentially, GEOX sole
membrane=rare=more valuable=higher
prices consumers are willing to pay
Why VRIO?
o Understand what GEOX offers consumers
Recommendations?
Outsourcing or Using
Agglomeration
Mountain Boots?
Mature clothing industry, new niche?
More R & D
Hydrophobic material for sport shoes and work
boots
Global Expansion
Increase flagship stores global presence
(Footwear & Apparel)
International Sales
Geox
Ecco
Sales
$887.3
Sales
$8,061,236
Global Sales
Global Sales
57%
60%
Where can we find Geox?
Why should we increase global
presence?
Gain access to a larger market for the
Geox brand.
(Shoes & Apparel)
Strategy
International
Reason: (Harley Davidson)
High end products
Strong brand
Competitive strategy:
Where should Geox build their
brand?
Why should Geox expand here?
Dubai, Saudi Arabia
San Paulo, Brazil
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Suitable weather
conditions
High end markets
COL & SOL
Tourist attractions
Untouched market
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Suitable weather
conditions
High end markets
COL & SOL
Annual fashion
week
15 universities &
colleges
Italian ancestor
Questions?