StudentShare solutions
Triangle menu

Professional Application - Essay Example

Nobody downloaded yet

Extract of sample
Professional Application

Nevertheless, Houston represents a booming market for Steve Madden with a high proportion of working population with higher incomes. The paper reviews the internal and external situational factors affecting Steve Madden. The insights offered by this research can provide a basis for further in-depth research regarding the competitive position of Steve Madden. Keywords: Steve Madden; positioning; target market; marketing efforts Introduction The small business chosen for the purpose of this essay is Steve Madden which has a strong retail presence in Houston, Texas. Steve Madden enjoys a strong foothold in the footwear industry and is primarily known for the novelty of its products at a reasonable price. This paper discusses the competitive and marketing landscape for Steve Madden along with the economic, social, technological and demographic factors affecting the business. Part 1: Situation Analysis Product/Service Overview – strengths, weaknesses Steve Madden offers an assorted range of accessories and shoes for men, women and children. It enjoys high brand equity by virtue of its cutting edge styles and fashion statements (Zappos.com, 2013). Another strength is that the products are sold through the company’s own stores, department stores as well as company website, thereby increasing availability of its products. Furthermore, the price matches quality thereby offering value for money for customers. However, the products remain beyond the reach for majority of the customers. Also, repetitive styles result in monotony. Current positioning in the market Steve Madden has positioned itself on the bridge between high-end and mid-range fashion. It currently enjoys a dominant market position with Steve Madden being ranked second to Nike as the customer’s preferred footwear brand (from 2002-2007) (Piper Jaffray Companies, 2013). Target Market Steve Madden targets a broad range of customers. Its core market for women ranges from 16-45 years whereas the sub brand “Stevies” is focused on girls aged 6-12 years (T. Sloan, personal communication, September 02, 2013). The target market for men includes those aged 20-40 years (T. Sloan, personal communication, September 02, 2013). These individuals are primarily fashion conscious individuals with high annual incomes but do not want to splurge in expensive, high-end fashion. Less expensive knock-offs are offered for such customers. Current marketing efforts (traditional, interactive, etc.), messages and effectiveness The company’s marketing efforts can best be described as both traditional and interactive. It has partnered with Katy Perry under “Steve Madden Music” campaign which also featured live performance by Shwayze, a rapper. The company is actively engaged in mobile marketing as well as digital marketing through Facebook where customer feedback is taken via comments on videos, pictures and other content posted by the company. Google ad words and Twitter are also used to broaden sharing of Steve Madden’s content and deepening relationships with customers. Part 2: Competition The three major competitors for Steve Madden are BCBG, Nike and Nine West. These shall now be analyzed one by one. BCBG- Product/Service Overview – strengths, weaknesses Primarily known for its high quality, fashionable apparel, BCBG has increased its offerings to include handbags, shoes and accessories thereby offering high product variety. The mid-range price points appeal to a broad range of ...Show more

Summary

IMC- Steve Madden Customer inserts his/her name Institution’s name Abstract Steve Madden represents a well-known small business in the footwear industry with a strong online and physical presence. The company is primarily associated with selling cutting-edge and fashionable items…
Author : priscillasimoni
Professional Application essay example
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the essay on your topic
"Professional Application"
with a personal 20% discount.
Grab the best paper

Check these samples - they also fit your topic

Application for Chartered Status in Energy (Professional Recognition)
In order to expand the possibilities and opportunities open to me, I wish to obtain recognition from the Energy Institute as a Chartered Engineer. This is essential in my role as a consultant and I wish to have employers assisted in their recognition of my qualifications and experience, so that I am able to expand my services to include varied and wide-ranging technical, and also commercial, leadership positions.
16 pages (4000 words) Essay
IAM Application
Since the development of this technology, there are a lot of benefits which the end user have enjoyed as its applicability is not limited to certain stages but is generally applied. iAM application is very useful and effective in executing eWallet when processing secure payments.
27 pages (6750 words) Essay
Professional Application
Introduction Steve Madden is a well-known footwear brand that has a wide presence in the retail markets of Houston. The company has a strong physical presence in the retail footwear industry of Houston and also conducts business in the online mode to sell its footwear products.
6 pages (1500 words) Essay
Professional Application
The project outlined some of the communication objectives and communication campaigns that categorized audience in terms of demographic, geographic and psychological factors. Some of the selling ideas were analyzed and the key benefits for major selling ideas were revealed.
5 pages (1250 words) Essay
Professional Application
It also identifies critical challenges including economic, competition and communication. The paper discusses some of the communication objectives and campaigns that categorize target audience in terms of demographic, geographic and psychological factors.
9 pages (2250 words) Essay
Professional Application
Integrated marketing communication helps to exploit various platforms of media to market the products and services and reach wider database of customers. The Steve Madden Footwear would be using three different platforms: television advertising, sponsorship and social media to market its products.
7 pages (1750 words) Essay
Professional Education
The autonomy of professions has been under challenge because the market has tried to decrease it so to reduce their power and status. Also, trust has been replaced by target setting accountability as client-professional interactions have been limited in order for services and companies' profits to be increased.
20 pages (5000 words) Essay
Professional Work
Common wisdom -- in academic and popular circles alike -- asserts that managerial rationality represents the American industrial way, a natural extension of economic progress, and the inevitable outcome of universal business practices. In the first place, how we think about ourselves and our political world from the outset exerts a pervasive influence over our political behavior.
7 pages (1750 words) Essay
Professional Development
As argued by academic literatures and theories in question, a teacher’s development is integral to student development and may be identified as one of its enablers. The component aims towards thorough
20 pages (5000 words) Essay
Job application
I can prove to be an ethical leader for teams, since I plan my work according to rules and standards. I care about my co-workers; keep in view the organizational goals and
1 pages (250 words) Essay
Hire a pro to write
a paper under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
YOUR PRIZE:
Apply my DISCOUNT
Comments (0)
Click to create a comment