TOMS 탐스 슈즈 경영 사례연구(영문)
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- 2013.04.11 / 2019.12.24
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추천 연관자료
- 목차
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1. Introduction
2. Five force Model Analysis
3. Business Model Canvas
4. Blue Ocean Strategy
5. Recommendation of New Strategy
- 본문내용
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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
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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
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