MP Shoes

Sajjad

Ashoqullah

Madina

Jin Kwon Moon

Haedeunsam Lee

Introduction

Situation analysis

◦ Market summary

◦ SWOT analysis

◦ Competitors

◦ Product offering

◦ Distribution

◦ CAGR

Marketing Strategy

◦ Positioning

◦ 4P

◦ Marketing Mix

Financial Object

◦ Break Even analysis

Controls

Q&A

Privately owned

Headquarter in Mongolia

Focus Mid class to High

Born Global

It is a new born Leather Company

Focuses more on high class and middle

class people

Main target is to distribute our products

through large stores in big countries

Why Do we chose Mongolia?

Through our company people can reach

to their desire and wants.

e.g. affordable price, flexible,

comfortable, real leather and durable

Our Company’s target in market is to

make luxury shoes and sell in

international markets

Our first target is to sell to USA and

South Korea markets

Expand to other countries later such

as England, China and Hong Kong

Our Company’s:

Strength

Weakness

Opportunity

Threat

Marco Polo is build on five strengths;

High quality products

Affordable price

Place where a lot of leather materials in low cost

Products are innovated and more different than others

Lack of brand awareness

Small amount of budget

Having a lack of retailers

Lack of market awareness

Low cost materials

Reasonable cost compare to other companies

Growing size of market

Appropriate weather condition of Mongolia

Demand for high class shoes

Transportation

Strong competitors in market place

Supplier's bargaining power

Buyer's bargaining power

New entrance

Gucci

• It is the Italian fashion and very well-known leather goods brand

• It is French and the best-selling Italian brand as well as in worldwide

Louis Vuitton

• It is the second leather brand producing shoes with its good and high quality for men and women

• They are made of waxed alligator leather and assembled using traditional hand craftsmanship

Dior

• It is really famous and well-known with its luxury goods as well as its leather luxury products all over the world

• It has also online service at dior.com

Real leather – made classical and similar to Italian shoes for men.

They are soft and flexible

They are durable for long period in

affordable prices

They are well functioned

Our products will be distributed through

a network of few retailers in USA and

South Korea markets which are;

Big, middle, and middle small shops in

these countries

Undergraduates (20~23)

Graduates (23~25)

Job-seekers (25~27)

Professionals (27~30)

Potential

customersGrowth 2014 2015 2016 2017 2018 CAGR

Undergraduates 10.02% 540,960 578,827 632,079 695,287 792,627 10.02%

Graduates 9.55% 772,800 826,896 899,663 985,131 1,113,198 9.55%

Job-seekers 11.59% 1,545,600 1,669,248 1,836,173 2,065,694 2,396,206 11.59%

Professionals 9.18% 1,004,640 1,069,942 1,157,677 1,269,971 1,427,448 9.18%

Objective:

First year - target 0.0021 %

Second year - target 0.005 %

Target market: Male of 20s

Undergraduate (20-23)

Graduate (23-25)

Job seeker (23-28)

Professional (28-30)

POP:

good looking

high quality

Comfortable

Luxury

POD:

Watertight

deodorizer

high functional inner sole

Price

The key word of our product, Marco Polo’s shoes are luxury with the best partner.

Core competency The product is for male of 20s who are new

commerce of society1. Material: sheepskin functional inner sole Coating

2. Packaging: brown color paper box (a natural fiber )

3. Design: wing tip4. Color: brown and black color

selling price - $46

selling price is flexible with special order:

- Adding and changing feature or function, engraving initials

Retailer:

First year: Korea and America

Second year: England, China, Hong Kong

Designer:

Italian

Manufacture:

Mongolia

Sales promotion - in-pack premium and instant winner premium

Direct and interactive marketing - facebook

Event and experiences – famous global events

Sales force

Order Service

After service and recall

Jan. sales force and interactive marketing

Feb. facebook and website

Mar. in pack premium

Jun. instant winner premium

First year sales forecast: $3.864M

Whole sale price: $46

First year sales unit forecast: 84,000 unit

$46 × 84,000 𝑢𝑛𝑖𝑡𝑠 = $3,864,000

Break-Even Units: 106,522 units

Break-Even Sales: $4,900,012◦ First year sales forecast: $3,864,000

First year losses: $1,036,012

Achieve break-even: March, 2015 (15 months)

Sung Pill Park,

Chief Marketing Officer

Ashoqullah,

Advertising Manager

Madina,

Advertising Analyst

Sajjad,

Promotion Manager

Jin Kwon Moon,

Promotion Analyst

Headeun Sam,

Sales Manager