Essay on Fleet of Foot

728 Words Apr 26th, 2012 3 Pages
Fleet of Foot Case

Up until now, Navado Carrillo’s present strategy was working just fine. Her idea of providing high-end running shoes made her a very good return on her investment in the first 10 years. Selling mainly Nike products was also a very good idea Navado had because Nike was well accepted and seen as top quality to her customers. Her current strategy of also adding other Nike shoes, including walking shoes, shoes for aerobic exercise, basketball shoes, tennis shoes, and cross trainers was a good idea for the business because it offered her loyal customers different options of shoes now that jogging is becoming too demanding. I think where Navado went wrong is adding in a line of sportswear and putting more emphasis on
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The only problem is that this new company requires many more requirements that the other company didn’t require. Having to spend more money on updating the website to promote this company, as well as travel, hotel, and food expenses for the two day training program for her salesclerks makes Navado uncertain in what to do. Personally, I think she should do this even though it would cost her several thousands of dollars to begin with. The other strategy she is considering is making fashion her main attraction because of the recent success of other women’s wear businesses. This would not be a good idea because she would just be competing with more powerful fashion retailers in which she would lose business and go astray from what she built her business upon.
I believe Navados primary problem isn’t her emphasis on running shoes or emphasis on trying to hang on to her current customer, but instead, her indecision on who her target market should be. To fix this problem, I think Navado should solely focus on selling high-end running shoes as well as other Nike athletic shoes to gain customers who are just looking for a good pair of shoes. Also, seeing how she had success in the custom molding shoes before that company went out of business, I think she should go through this other company so that she can expand her running shoes into making custom ones for customers. Although it would cost several thousands of dollars to begin with and there are

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