Strategic Plan: Feat

Schuyler Diehm, Molly Jarrett, and Rachel Moon

Strategic Plan: Feat

Professor Goralski

SB450*04

Due: October 27, 2015

I.                  Introduction to Feat

Feat is a provider of high-quality, high-performance athletic footwear for the athlete in everyone. Our vision is to bring high-quality footwear to customers while outfitting those in need, one shoe at a time.

Our employees and leaders are strongly committed to the values stated from the inception of the company. Our values are to inspire the athletic spirit through innovative design, exceptional customer service, and charitable contribution.

Our designers and the workers at our manufacturing plants are dedicated to making shoes that are the best of the best, not only in how well they perform, but also in the number of fashionable models that are available for our customers to choose from. We train every employee to keep the customers’ best interests in mind. A customer is the most important person involved in this company whether they interact with our company in stores or by mail.

Feat is dedicated to contributing 5% of our profits to a charity that outfits those in need with shoes. We also use recycled packaging in our products and we train all of our employees in the importance ethics and diversity awareness in the workplace.

Through our many programs, we stay focused on being a good company for our employees, customers, and the world around us. We are a values-based company, and we have a purpose to add value to everyone who had a vested interest in the company. Feat’s success depends on how well the company meets the objectives of its stakeholders. Stakeholders include customers, employees, stockholders, vendors, communities, and the natural environment. Feat is just as well known for its actions in the business world as its amazing shoe selection.  

II.             Target Market

Feat targets customers who value a high performance shoe made from superior materials. These customers are more likely to spend more money on shoes because of their quality and the fashionable designs. Feat’s biggest customer base is made up of young adults in their middle twenties and thirties because they are the most physically active, can afford the shoes and are supportive of a company that is socially responsible. We expect a secondary market to be younger teens with disposable income to be interested in our brand because of the prestige associated with wearing Feat products.

At the moment, we sell our shoes in all areas of the world, but we have a specific focus on sales and advertising efforts made in North America and Europe and Africa. These two are geographic areas that are profitable for our company to do business in due to exchange rates and similar fashion preferences. The markets also have more people in our target age range with higher disposable income. Our increased specialization of designs and strong focus on standards and quality are especially important to the younger consumers.