BUSINESS SUMMARY

The Step-Up foot wears aims to achieve the

satisfaction and needs of our customers. We, perceived to

comply the Business Plan of our store to show what we

have more than the other store. The Step-Up Foot wear’s

was located at Brgy.3 Buenavista, Agusan Del Norte near

at the Public Market. The store will have an unmatched,

extensive selection of different shoes. Its selection is

cost prohibitive due to all the different sizes that

must be stocked per style. It has a unique business model

that allows them to have an extensive selection. This is

accomplished through a special relationship with the

wholesaler.

The Step-Up Foot wear, expects to catch the interest

of a regular loyal customer base with its broad variety

of coffee and pastry products. The store plans to build a

strong market position in the town, due to the partners'

industry experience and mild competitive climate in the

area.

The Step-Up Foot wear, aims to offer its products at

a competitive price to meet the demand of the middle-to

higher-income local market area residents and tourists.

PRODUCT DESCRIPTION

Step-up is a footwear that includes shoes, sandals,

and any types of foot wears. We perceive the quality and

quantity of our products. The leather, textiles

synthesis, rubber and foam has been chosen very properly

by our shoe expertise. We acknowledge to be more

vulnerable and more appropriate in making our footwear

products. So, in despite to achieve the productive

quantity and qualities we made a very well affordable and

somehow a very fascinating shoe that was way too differ

from other brands. This product can also specified the

target market to whom should be sailed off.

The Step-up differentiate those products as for

males, females, whether it was for kids, young’s, and

adults. In a perception. “Step-up is not just to be wear

off but instead a shoe to be lived for and loved for’’.

Products and Services

The Step-Up Foot wear offers a broad way range of

our shoes products. The customers caters the good welcome

and services at any time thus they adhere.

The Step-Up will then order the style in the needed

size and it will arrive within two days (rush one day

service is available). This will be accomplished through

a special relationship with the wholesaler who is able to

send out the right size in the right style on demand.

MISSION

The Step-up commits to achieve the satisfaction of

our vulnerable customer. Signifies their perceptions,

trends and expectations.

VISION:

The Step-up deals with our concepts “Sama-samang

paggawa, sama-samang aangat”. This inhabits of our unity,

leadership and productive of our sales of products and

customer’s expectations.
MARKET ANALYSIS

Market analysis is conducted by undertaking market

segmentation, targeting and position. The process of

market analysis will help understand the current

situation of the market and the company’s performance and

standing.

Segmentation

The process of segmentation is ideally dividing the

entire market of potential customers into groups or

segments with the intent to identify similar traits,

interests, needs and location. The method of segmentation

in this report utilizes the demographic, psychographic,

gender and location parameters.

Demographic

Capturing the right kind of market is critical as it

serves as a base for further set of analysis and campaign

strategies. Step-up primary market comprises of all the

people that comes under the age bracket of 5-25 years,

based on the belief that college students and young

professionals are more enthusiastic towards outdoor

adventures be it sports, road trips, hiking, jogging, etc

Gender

This shoe brand is specifically focused towards men

& women. They offer a whole range of products to cater to

any shoe requirement for males and females. This is based

on an intent that once they have a customer, ideally, he

should choose Step-up for all the shoe categories.

Psychographic

This primarily involves segmentation of the market

based on personality traits, interests, attitudes and

lifestyles of the target consumers. The segment focused

here is people who prefer outdoor sports and adventure

sports.

Internet availability based segmentation

The store as of now has presence on online portals

and tries to push the products on online shopping

websites. Understanding the growing importance of

internet shopping by current consumers, segmentation has

been done based on people with internet access and

availability of high-speed internet.

Targeting

The identified needs which are taken care of are

light weight flexible shoes, which are sturdy and long

lasting. The corresponding benefit or feature is that the

shoes should be comfortable for outdoor activities,

should easily bend and modify without breakage.

Targeted segment Customer Need Corresponding

Feature/Benefit

Interested in Light weighted Comfortable for

Outdoor and flexible outdoor

Adventure ,Students shoes adventures,

and Athletes easily bends and

modifies without

breaking or

damage.

Positioning
The exercise is undertaken to understand how the

store aligns a brand or product in the targeted market.

The idea is to offer something bigger, better and more

valuable than the competitor in the market.

 The store tries to position itself with the

statement “We define lifestyle, you define your

adventure.” This statement claims a bold positioning

strategy whereby Step-up is challenging the customer to

take on the adventure of their choice and the shoes will

be able to deliver on the expected and augmented

benefits.

PESTLE ANALYSIS

Political

 The government of Philippines is expected to pump in

money to the tune to increase the employment

opportunities. This means there will be an increase in

the disposable income of the middle-class group, and they

will be more willing to spend money on products relating

to lifestyle in our case the shoes.

 Increase in the disposable income would mean an increase

in the potential consumer group, which would further lead

to an increase in the consumption pattern. To be concise

a multiplier effect is being generated in the economy.

 Promoting exports in the leather industry.

  All of this simulates an increased demand for the

product.

Economical

 The footwear industry is expected to grow thereby

creating an opportunity for the product.

 This growth in the overall apparels and leather

industry is indicative of a positive economic

environment for the product

Socio-Cultural

 Increased demand for branded products by the virtue of

an increase in the disposable income. This is due to an

increase in the percentage of nuclear families about 47%

and increased participation of women as the bread earner

of the family. These two factors together imply that

there are more earning members and fewer mouths to feed,

thereby an increased affinity towards branded products.

 A similar inference can be drawn for the increased

interest in outdoor activities, also supported by the

fact that a large population in India comprises of youth

in age.

 This increase in demand will be met by the increase in

supply by increasing the plant capacity or improved

technological interventions. But there will be more

market for shoes in the future.

Technological

 Digital penetration in Buenavista is increasing at an

exponential rate, 13% of the population uses smart

phones, of which 91% of the users search for products

via their device and about 54% people complete their

transaction using the smart phones.

 The internet penetration is now steadily increasing.

This implies a potential positive environment to market

the product through the internet and increasing

visibility and chances of selling.

Environmental

 There are strong waste management norms for leather

tanneries. Also, there are strong regulations on

leather production.

 There is also strong regulations and rules for

manufacturing units.

SWOT ANALYSIS

STRENGTH WEAKNESSES

 Very affordable  Lack of supply

 Environmental  Defects of products

 Friendly

 Unity of our

products

OPPORTUNITIES THREATS

 Branches are  Competition

placed properly  Lessen of materials

(Easy to find, easy to  Effectiveness of

get) assets(e.g;

 Can find the supply machinery)

easily

 More productive

employees and

salers

OBJECTIVES

 To create a productive based-retail store whose

primary goal is to exceeds customer expectations.

 To increase the number of clients served by 25% per

year by serving an unmet need with outstanding

selection and customer service.

 To develop a start-up business, surviving off of its

own cash flow.

Target Market
 Its product aims to achieve the demands, needs and

wants of the customers.

Achieve the proper segment of products due to the

target proposal.

Comprehends the acquaintance of the customers.

Distinguished the effectiveness of the products due

to their perspective class or preferences.

MARKETING STRATEGY

Step-up footwear absorbs the insights and

significance of the environment due to their

perceptions and adherence to the trends. We aims to

comprehend its targeting and positioning of the products

in which this signifies the plan and strategic manner to

additive its orders .This attain the primary goal and

objectives of the company or the products that inhabits

its ideas.

We aim to achieve its core strategies in order to

attain its stability and influences. It specified the

segmentation, targeting and positioning of the products

to achieve its expectations. It also signify the thought,

ideas and even pictured-out the future of the company.

Product Strategy

Product benefit in a hierarchical format

 Core benefit- the core benefit of Step-up is providing

safety, protection and hygiene for barefoot.

 Basic product- shoes.

 Expected product- Rough and tough shoes for outdoor use

without any maintenance.

 Augment Product – Outdoor shoe with all round comfort

(bend easily without breaking and offer comfort in

various terrains, cushion for great comfort).

Additionally, it will be a smart shoe, wherein the

customer would be able to capture the steps travelled

through the automated teller machine present on the

shoes. Also, integrated mechanism of shoes will be

connected with the mobile phone that will calculate the

body mass index and will tell how much more is required

to travel in order to remain healthy.

 Potential product- Recyclable sole/upper material and

natural tanned leather and light weighted around 350g

(for single shoe). The shoes will be tied automatically

with the help of vacuum pressure.

Pricing Structure

The price structure of step-up is based upon the

market penetration strategy. Price range is being offered

to attract more and more customers.

Step-up Footwear
 Category Price Range

School Shoes 300-1,999

Boots 300-2,999

Sandals 250-1,999

Casuals 250-1,999

Sports shoes 500-3,999

Distribution Strategy

Step-Up footwear is an indirect distributor allowing the

manufacturer to use the intermediary business and entities to

help logistically the customers. Allowing also to create cost

savings for a company. Specifically, it is an Intensive type

of creating a more market by selling its goods to as many

sales outlets as possible to reach customers. Step-Up footwear

also channels distribution through wholesale, retail, and also

franchising.

Promotional Strategy

Step-Up footwear enables the captive promotion to allow

to capture the needs and satisfaction of the customers. It is

a very big impact on the quantity being sold. The Step-Up

footwear provides free gifts with specified purchases, Limited

Offers, Discounted Pricing and Retailer Events and Joint

offers with Partners. This provision allows the customers to

buy and encourage to purchase our footwear more.