TOMS 탐스 슈즈 경영 사례연구(영문)

TOMS 탐스 슈즈 경영 사례연구(영문)

TOMS 탐스 슈즈 경영 사례연구(영문).docx

목차 1. Introduction 2. Five force Model Analysis 3. Business Model Canvas 4. Blue Ocean Strategy 5. Recommendation of New Strategy 본문 1. Introduction Blake Mycoskie saw children in Argentina and found they had no shoes to protect their feet from injury. Wanting to help, he established a TOMS. TOMS is social enterprise and the meaning of company's name is 'shoes for a better tomorrow' and their slogan is 'one for one'. This slogan means giving a new pair of shoes to a child in need for every pair of shoes a customer purchases. Also TOMS established good relationship with many people through variety of communities and co-creation programs. And they generated new consumption culture. So we choose TOMS that is disruptive company. 2. Five force Model Analysis This is 5Force Model Analysis and shows the attractiveness of canvas shoes industry. Table 2-1 5 Force Model Analysis Threat of New Entrants High Bargaining Power of Suppliers Low Rivalry Among Existing Competitors High Bargaining Power of Buyers High Threat of Substitute Products or Services High The current market for shoes is defined by 4 main categories: casual, athletic, dress, and rugged. Casual shoes account for 52% of the market, and this would include TOMS shoes. Table 2-2 Details of 5 Force Model Threat of New Entrants -It is not technology industry, but capital-intensive industries - Because it requires a lot of time and money to build a shoe brand Bargaining Power of Suppliers - When purchasing raw materials, there are many alternative suppliers Bargaining Power of Buyers -In the footwear industry, there are many companies. Rivalry Among Existing Competitors - Consists of a large number of competitors - This market is similar to the size of the competitors. Threat of Substitute Products or Services -There are a lot of different kinds of shoes. Casual shoes market is Red Ocean. Except the bargaining power of suppliers, the detail is high. So, in this market, the existing way will not get excess profits. 참고문헌 www.toms.com www.tomsshoes.co.kr http://danielsethics.mgt.unm.edu/pdf/TOMS%20Case.pdf http://melaniehelgeson.weebly.com/uploads/3/7/1/8/3718982/toms_shoes_company_profile.pdf http://irps.ucsd.edu/assets/001/503681.pdf http://miainafrica.tistory.com/17 키워드 is, shoes