Shoe Skins
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Transcript of Shoe Skins
Shoe SkinsGroup 18
Macro-Market AssessmentBristol, Cuozzo, Holz, Lyman,
Patibandla, Sexton
Five Forces AnalysisSUPPLIERSLow
RIVALSModerate
BUYERSLarge Chains: HighSmall Retailers: ModerateOnline: Low
SUBSTITUTESLow
NEW ENTRANTSModerate
BARRIERS TO ENTRY
Moderate
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New Entrants/Barriers to Entry
Threat Level: Moderate• Need to have manufacturing connections• Startup costs moderate• Need successful experience in shoe design and
product development• Startup in distribution connections is critical• Building brand name takes successful
marketing campaigns
Suppliers
Threat Level : Low• Many manufacturers in China and other Asian
countries• If they suppliers don’t have high quality at a
low price, there are other competitive suppliers to meet this demand.
Buyers Large Retailers Threat Level : High• Large chain stores have immense buying power
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Small Retailers Threat Level : Moderate• Small retailers can exert some powerOnlineThreat Level : Low• Most fragmented purchasers; little power
SubstitutesSubstitutes for ShoesThreat Level : Low• Going barefoot is not a safe, comfortable, hygienic – or legal –
option in most industrialized nations• Footwear is difficult to make on your own
Substitutes for Customizable ShoesThreat Level : Low• Many footwear styles – none currently instantly customizable• Instant gratification missing in current substitutes• Can translate model into complementary products
Rivals
Threat Level : Moderate• Footwear industry is fragmented• Ways to compete include intellectual property
or patents for shoe design and function• Influx of Crocs knockoffs demonstrate
potential for rampant patent infringement • A unique, protected design will moderate
rivalry
Industry Attractiveness Summary
Summary Assessment: Moderately Attractive
• Not a sure bet• Can support niche products• Must be very thoughtful about strategy
Appendix
Shoe SkinsShoe Skins is a unique system that makes footwear fun by allowing children to easily change the look of the their shoes any time they want.
The Shoe Skin System Web site mock-up
The System• The Shoe Skins system comprises a base model casual shoe
(or line of shoes) plus a removable “skin,” such as those available for laptops and cell phones.
• The skin will affix to a special surface on the shoe.• Shoe Skins will be sold separately in many different colors and
patterns and contain robust potential for licensing opportunities.