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Running Head: Marketing Plan

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Marketing Plan
Student’s Name.
Affiliate Institution.
Submission Date.

MARKETING PLAN

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1. Executive Summary: Summary of your plan

Most people have no idea that their children's shoes can be customized. Foot Locker Inc. has
created a solution for them for it has introduced a product called happy foot, which is a toddler's
shoe that allows customers to customize their children's shoes. This strategy will help market
Foot Locker's new product and ensure a competitive advantage over some highly competitive
shoe brand companies across the globe. Therefore, a marketing plan becomes a critical tool for
Foot Locker Inc. to assess the product performance and help spearhead its successful innovation
and market sustainability. This is an analysis of the key market performance measures that need
to be considered to position a happy foot in the market.
2. Company Background: Summary of company, history, line/s of business, the
industry it competes in.
The effects of Foot Locker Inc. activities have been felt in American and other countries
worldwide for a long time. The happy foot will be a product of Foot Locker Retail, Inc., an
American-based sports and footwear retailer which has been operation since 1974. Foot Locker
Inc. has its headquarters in Midtown Manhattan, New York City, USA, and operates in 28
countries with slightly over 3000 stores globally. Foot Locker is in the clothing industry
competing with Nike and JD sports, among others in that industry.
3. Situation Analysis: Summary of the business environment and the factors affecting
your company -please include a SWOT.
Every business must examine its environment to determine whether it will succeed or fail.
For the time Foot Locker Inc. has been in operation, and it has depicted some of its strengths,
weakness, opportunities, and threats, which have been elaborated below:
Strength- Our pricing model, product differentiation-customization and branding, quick
reaction to market requirements and changes, and effective and quality customer service.

MARKETING PLAN

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Weaknesses- Stiff competition, high cost of product initiation, product quality since
some customers are easily irritated by the chirping sound fitted on our product, product
efficiency since the customization feature of our product may prove very unattainable since some
customers may perceive our product as inferior.
Opportunity-globalization makes our product marketable and easy, e-marketing
strategies that have made it easy for companies and individuals to shop conveniently, increased
custom...