Alpha Footwear_Company Performance Review Presentation_with notes
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Company Performance Review
Heather Brumbaugh, Denise Burkhart,
Victoria Clason, Zach Freeman
24/SP
‐
BSAD
‐
495
‐
F1WW
Professor Roger Kisiel
March 30, 2024
Denise
Introduction
Thank you for joining our presentation on Alpha Footwear’s company performance
review. The co
‐
managers of the company are Heather Brumbaugh, Denise
Burkhart, Victoria Clason, and Zach Freeman. All four will be participating in
today’s presentation. We will begin with sharing information about our company
during years 11
‐
16, including the company’s vision and mission statements,
business strategy, decisions that worked and ones that did not work, an overall
assessment of the company’s strategic performance, and recommendations for the
incoming co
‐
managers.
1
Vision
Mission
Alpha Footwear strives to be the
leading brand in accessible,
high
‐
performance footwear,
where innovation meets value
for a healthier, more active
world.
Alpha Footwear
ʹ
s mission is to
empower its consumers with
affordable, quality footwear,
ensuring comfort, style, and
functionality at prices that fit
their lifestyle. We will deliver
meaningful returns to our
consumers and stakeholders
through sustainable business
practices and creating a positive
social impact within our
communities.
2
Heather
Vision Statement:
Alpha Footwear strives to be the leading brand in accessible, high
‐
performance
footwear, where innovation meets value for a healthier, more active world.
Mission Statement:
Alpha Footwear
ʹ
s mission is to empower its consumers with affordable,
quality footwear, ensuring comfort, style, and functionality at prices that fit their
lifestyle. We will deliver meaningful returns to our consumers and stakeholders
through sustainable business practices and creating a positive social impact within
our communities.
2
Business Strategy
Broad Differentiation Strategy
Unique features and attributes
Targeting a broad market
Creating perceived value
Continuous innovation and creativity
Brand building and marketing
Flexibility and adaptation
Giving back to the community and employees
3
Vicki
At ALPHA FOOTWEAR our business
‐
level strategy for Online, Wholesale, and
Private Label athletic footwear business was to adopt a Broad differentiation
strategy.
•
Unique Features and Attributes
:
•
Alpha Footwear offers products with distinct quality, design, and
functionality.
•
Exceptional customer service and brand image contributes to
differentiation.
•
Targeting a Broad Market
:
•
Alpha Footwear appeals to a diverse customer base with varying
needs.
•
Wide audience coverage ensures market reach.
o
Online
o
Wholesale
o
Private Label
•
Creating Perceived Value
:
•
Alpha Footwear focuses on building a perception of higher value.
•
Premium pricing justified by perceived uniqueness.
•
Continuous Innovation and Creativity
:
•
Regular updates and improvements to maintain differentiation.
3
•
Introduction of new features to keep Alpha Footwear ahead.
•
Brand Building and Marketing
:
•
Effective marketing efforts reinforces brand recognition.
•
Strong brand loyalty enhances perceived uniqueness.
•
Flexibility and Adaptation
:
•
Alpha Footwear adapts to changing trends and preferences.
•
Stays relevant while maintaining differentiation.
•
Giving Back to the Community and Employees
Donating to charity.
Employee incentives to keep morale positive.
3
What worked?
•
Bi
‐
Annual charitable
contributions
•
Latin America expansion
•
Incrementally selling
equipment
4
What didn't work?
•
Adjusting marketing and
advertising later in the game
•
Being aggressive
for compensation and incentive
Zach
What worked?
•
Bi
‐
Annual charitable contributions
•
Latin America expansion
•
Incrementally selling equipment
What didn
ʹ
t work?
•
Adjusting marketing and advertising later in the game
•
Being aggressive for compensation and incentive
4
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