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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.
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. ...
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