Alpha Footwear_Company Performance Review Presentation_with notes

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Franklin University *

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495

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Business

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Apr 3, 2024

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pdf

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13

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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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