(Ch. 2) - TOMS' Strategic Planning for Competitive Advantages !!

As a Founder and Chief Shoe Giver of TOMS, Blake Mycoskie is looking to gain a strong foothold with new and existing customers by targeting men and women 18-34 years old. Through this plan, TOMS will actively move forward to define a growing market within which the brand can be successful.With a great extent of primary and secondary research, TOMS will accurately define and target challenges that they face. With this information, new objectives will be presented for the TOMS brand that will define and reflect the market trends, which will attract the target audience. TOMS will reach the target audience through various promotional and public relations strategies. With this campaign, TOMS hopes to speak to their audience and let them know... "It's more than just buying a pair of shoes. It's a lifestyle."

One way TOMS Shoes are always attracting back their customers to purchase is with the "One For One'' movement where with a purchase of TOMS shoes, TOMS will give a pair of shoes to a child in need. On the TOMS website you can view the campaign where they go into more details about the "One For One" program, and "How We Give"waring us about the how the shoe is being distrubted to the needs; "The Giving Pair" giving us more information on the shoe that's being donated, and "Why Shoes" talking to us about how can a pair of shoe make a better tommorrow for a child.