Fleet of Foot Essay Example for Free

Fleet of Foot Essay Up until now, Navado Carrillo’s present strategy was working just fine. Her idea of providing high-end running shoes made her a very good return on her investment in the first 10 years. Selling mainly Nike products was also a very good idea Navado had because Nike was well accepted and seen as top quality to her customers. Her current strategy of also adding other Nike shoes, including walking shoes, shoes for aerobic exercise, basketball shoes, tennis shoes, and cross trainers was a good idea for the business because it offered her loyal customers different options of shoes now that jogging is becoming too demanding. I think where Navado went wrong is adding in a line of sportswear and putting more emphasis on fashion. Her business is known for high quality running shoes and other shoes, not fashion. Other companies like to sell other brands and have a few line of sportswear fashion to separate themselves from well-known shoe stores like Navado’s. Now that she added this extra line and incorporated more fashion into her store, she is in direct competition to other stores, which results in her losing business and having her sales flatten out. To help her sudden fall in business, Navado tried an experiment that was great in my opinion, where â€Å"she took a line of high-performance athletic shoes that were made to order. The distinctive feature of these shoes was that the sole was molded to precisely fit the customer’s foot† (Perreault). This was a great idea because when someone came in looking for high-end running shoes, her sales clerks would tell them all about it and once the shoes came in two weeks later, they were delighted. Since those shoes were going for $170, only serious runners would buy them but seeing how they were happy with the product, they could spread the word about these shoes to other runners, which would increase Navado’s sales. However, the company that offered them ran into financial trouble and went out of business. The alternative strategies Navado is considering is going through another company that is offering a very similar custom shoe program. The only problem is that this new company requires many more requirements that the other company didn’t require. Having to spend more money on updating the website to promote this company, as well as travel, hotel, and food expenses for the two day training program for her salesclerks makes Navado uncertain in what to do. Personally, I think she should do this even though it would cost her several thousands of dollars to begin with. The other strategy she is considering is making fashion her main attraction because of the recent success of other women’s wear businesses. This would not be a good idea because she would just be competing with more powerful fashion retailers in which she would lose business and go astray from what she built her business upon. I believe Navados primary problem isn’t her emphasis on running shoes or emphasis on trying to hang on to her current customer, but instead, her indecision on who her target market should be. To fix this problem, I think Navado should solely focus on selling high-end running shoes as well as other Nike athletic shoes to gain customers who are just looking for a good pair of shoes. Also, seeing how she had success in the custom molding shoes before that company went out of business, I think she should go through this other company so that she can expand her running shoes into making custom ones for customers. Although it would cost several thousands of dollars to begin with and there are more promotional expenses that this company requires, the company in return provides exclusive sales territories that would separate Navado’s business from her competitors. Selling women’s apparel and adding a line of sportswear just results in more competition and a loss of business for Navado. Keeping her main focus on high end, custom running shoes and other athletic shoes would increase her sales, keep her loyal customers coming in and stay with what made her business flourish in past years.