La Casa De Las Botas Case Study

July 2010

Dear Mr. Jorge Da Silva Villagrán:

With the information provided to me, I have given my analysis of the facts of the case contained in Appendices A through C. I believe the global marketing strategy problem facing you at the time of the case is deciding whether to increase production of your boots while maintaining the benefits of international benefits and avoiding pitfalls in the current market. If a decision is made to increase production, there also needs to be a decision on which market to do so in, and where to do so. There are three possible alternatives that can be decided upon: (1) to increase sales in the equestrian market and maintain sales in the fashion market; (2) to increase sales in the fashion market and maintain sales in the equestrian market; (3) or to maintain sales in both markets at status quo.

To solve the problem at hand, I propose that you increase sales in the fashion market by creating a wide variety of designs and potentially adding product lines targeting the customer base in that segment, which normally consists of women with superior purchasing power. This most likely includes women ages 25-50 who have a taste for high fashion and work in high paying jobs in order to afford luxury fashion items such as your boots.

To accomplish this, I next propose a marketing plan that will enable you to reach this goal in expanding your Fashion boots line within the next year in order to increase sales and build your reputation of also providing for fashion and not just for equestrian purposes before your retirement.  

Target Market

        Your target market should be women with superior purchasing power, most likely between the ages of 25-50. These women will have a taste for high fashion and hold high paying jobs that allows them to afford luxury fashion items such as your boots. Because this target market is looking to purchase these boots for the purpose of fashion and style, you must offer unique designs and color combinations in order to attract these customers and increase sales in this market segment.

        Someone looking to purchase boots for fashion will be wearing them during regular pedestrian activities or for specific events that is appropriate to style an outfit with these boots, such as being in the audience of a horse-riding competition. What also attracts customers looking for fashion in these boots will be the full customization of the product, from leg measurements to the finishing of the leather. Customers will feel satisfaction in the way they are treated before and after sale, and they will also feel the high quality of the materials and care put into each product. Since customers looking for fashion are not using these boots for equestrian purposes, the technical qualities, such as functionality and flexibility of the shoe, will not be as important as the unique designs offered by your company.