Strengths And Weaknesses Of Toms

1667 Words Apr 15th, 2016 7 Pages
Introduction TOMS is a shoe company that was founded in 2006 by Blake Mycoskie (Wong, 2008). The company sells shoes based on an Argentinian design, as well as a range of other products. TOMS doesn’t define itself by its products, instead focusing on larger philanthropic goals. It is know for the trademarked philosophy of “one-for-one”, referring to the company’s dedication to provide a pair of shoes to a child in need for every pair purchased.
Target Market
The primary target market of TOMS is males and females between the age of 19-24 who want to combine the creativity of being a trend-setter with the satisfaction of being socially responsible. This age range is a part of what is known as Generation Y, or the Millennials, who have brought a trend of social awareness and activity. The Millennials are known to support brands whose values align with their own (Fromm). Since Millennials seek ways to be engaged in making a difference in the world, they are a good fit for the philanthropic mission of TOMS. Not only is TOMS selling products that are desirable to this audience, the company’s mission appeals to the values of Millennials. Millennials prefer direct and hands-on involvement with brands, making a difference in the world to which they feel connected. The immediate effect of a TOMS purchase is a product or service sent to someone in need, which produces a sense of satisfaction for the consumer that they have done their part in helping the less fortunate. In addition…
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