Marketing Strategy of Ecco

1859 Words Nov 29th, 2013 8 Pages
Company Background

ECCO, the world leading brand of shoes, was found in Denmark by Karl Toosbuy in1963. ECCO’s philosophy -“the shoe must follow the foot”. Karl was the shoemaker realizing that shoes had to be made to fit the foot, as a result, functional, comfortable ECCO shoes were launched in the 1970s and became a huge success. ECCO is the only major shoe manufacturer to own and manage every step in the shoemaking process. ECCO produces leather and has its own tanneries, their design and production team innovate products, introduce pioneering and high-tech production methods, shoes are made in their own factories and are sold in ECCO retail shops globally. They constantly pressed for improvements to meet customer expectations.
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ECCO decreases water use and waste, prevent pollution, reduce and reuse materials, and recycle waste from their tanneries and shoe factories. As ECCO owns and operates the production of leather, shoes manufacturing and retail stores around the world. This enables ECCO to fully integrate and design best environmental, health and safety practices into the entire operations.
On social level, people love comfy shoes, they concern about having healthy feet, everyone understands how uncomfortable it is to wear a pair of unfit shoes all day long. ECCO therefore enjoys an opportunity in this aspect.
By using 5-forces to analyze the external environment, ECCO faces a number of industry competitions, which is a threat to the company. Direct competitors include Aerosoles, Geox and Hush Puppies. Each of them emphasizes their uniqueness in shoe comfort technologies. Since there are many competitive products in the market, on buyer power level, buyer has high bargaining power and this posts a threat to ECCO as well.
By using SWOT to analyze ECCO’s internal capabilities, below shows all the strengths that the company possesses.
In terms of human resources, ECCO’s most valuable resources include its competence and experience skilled employees. ECCO shoes combine handwork down to every detail and the newest technology, skilled employees are there to ensure highest quality level are met.
As for manufactories, ECCO has four main factories in

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