This report will give a forecast on Weatherpruf Show Waxes Ltd.'s expected sales for the coming year, based on market research and through the use of strategic analysis techniques.

2007 Words9 Pages
Table of Contents

TABLE OF CONTENTS2

EXECUTIVE SUMMARY3

INTRODUCTION AND BACKGROUND4

COMPANY DESCRIPTION4

MARKET DESCRIPTION4

MARKET COMPETITION4

PRACTICALITIES5

ANALYSIS6

BCG GROWTH-SHARE MATRIX6

SWOT ANALYSIS7

ANSOFF GROWTH STRATEGY MATRIX8

CONCLUSION & RECOMMENDATIONS9

BIBLIOGRAPHY:10

Executive Summary

This report will give a forecast on Weatherpruf Show Waxes Ltd.'s expected sales for the coming year, based on market research and through the use of strategic analysis techniques.

The market for wax-based shoe polishes is dramatically shrinking, due in part to the latest product developments on the market (specifically the introduction of liquid shoe polishes) and to the altering consumer methods of use of shoe care
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This product is available in more colors than the Weatherpruf waxes, and was backed by an aggressive marketing campaign to create brand awareness among costumers and to gain shelf space in grocery multiples. These elements combined made it possible for Bloom to acquire 30 % of the solid shoe wax market, leaving Weatherpruf with 50 %.

Liquid polishes can also be viewed as emerging competition towards the solid wax market. Presently waxes account for two thirds of the market by volume, and half by value. The remainder is accounted for by the newest development in the market, the introduction of liquid shoe polishes, growing at approximately 20 % per year. Scuffer, a product of Smart Shoe Co. Ltd., dominates the liquid polish market at 70 %. The rest of the market is controlled by a sole competitor, Patent, a product of Patent Leather Company Ltd.

Practicalities

Households buy most shoe polishes while shopping in supermarkets. 80 % of sales are through the major grocery multiples.

Surveys have revealed 3 equally distributed uses of shoe polishes:

UseSuitable type of polish + ReasonMarket outlook

1.To protect shoes or bootsSolid wax (Dominated by Weatherpruf), since the wax fills pores and holes on the leather, making it more water resistantNo growth expected

2.To enhance the appearance of adult shoesSolid wax preferred, share of liquid polishes presently at 25 %-Long term decline at 15 % per annum -growing share of liquid polishes-sales growth of non-leather

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