2. I. Company Background & History
II. Vision
III. Current State
IV. Value Chain
V. Strategic Issues
VI. Internal & External Analysis
VII. Alternatives
VIII. Recommendations
IX. Conclusion: Hambrick
3. ●
Danish, family owned shoe manufacturer founded in 1963 by Karl Toosbuy
●
Enduring factor: quality and usability
●
Slogan: “A perfect fit - a simple idea”
●
Shoe types: casual, outdoor, semi-sport (premium price)
●
Sell primarily in Germany, Japan, and U.S.
4. To be the “most wanted brand
within innovation and comfort
footwear - a position that only
can be attained by constantly and
courageously researching new
paths, investing in employees,
in our core competencies of
product development and
production technology.”
5. Realizing “world-class” technology cannot be
sustained forever
Investing in China:
optimize global
value chain
Exploit efficiencies
Increased brand
visibility
New markets?
7. How can Ecco find a strategic fit between their
core values in their global value chain and the
changing market?
Outsourcing
Marketing
8.
9.
10. IPO
Restructure of tanneries into SBU
Outsource Tanning
Reposition brand as fashionable
Outside executive recruitment
Outsource distribution
Increase marketing efforts
11. Outsource Distribution
Easier entry into strong, emerging
markets
Increased focus on manufacturing
core competencies
Cost savings
Keep up with competitors
12. Transparency
• Strengthen executive marketing team; external
recruitment
• Core competency transparent = brand visibility
Clearly define market
• Example: Golf Industry
• Increase endorsements & new markets of Japan,
Korea, & America
B2B marketing of leather industry
• Tannery exposure
• Expand auto & furniture sectors
13.
Quality = premium prices
Cut distribution costs
Expanded leather revenue
Marketing efforts = brand
awareness = sales
International Expansion
Immediate marketing of
golf shoes & B2B leather
materials
Future marketing of
entire product line
Casual, outdoor, semi-sport,
sport (golf)
Middle to upper- class (3060s)
Worldwide
Quality and care
Unique production
technology
Partneriships with
external distribution
channels in various
markets
New market-oriented
executives
