Moran BootsWhere your feet meet exotic
comfort
ByJason Chapa
Francesca FalconLaura Gonzalez
Olga MoranJuan Torrez
Moran Boots was created in 1977 Mission Statement
To create one-of-a-kind exotic boots that the customer will appreciate for a lifetime.
Vision Statement To provide the customer with the experience
and satisfaction of personalizing and designing their own pair of boots
Company Overview
Location: 1000 E. Expressway 83, Weslaco, TX
78596 Products and services offered:
Custom made boots Specialty made boots Assortment of repair services Assortment of boot/shoe products
Company Overview continued…
Company/Customer
AnalysisCompany Analysis
Company is family owned and operated
In existence for 35 yrs.
Relatively close to Mexico (about 10 miles)
Total of 10 employees
Company/Customer Analysis continued…
Company Goals: Provide quality boots at a
reasonable price Plan new marketing
strategies Market product outside of
regional area Offer more online
services Expand customer base Increase sales every year
Company Resources: Human resources-10
employees Facility-large
warehouse type building
Equipment-assortment of large machines that cut, sew, stich, and clean
Company/Customer Analysis continued…
Customer Analysis Quality of boots Satisfaction of
Customers Demographic on
Target Market Specialty requests
are granted, ie logos, colors, designs
Competitor/S.W.O.T
AnalysisCompetitor Analysis
Competitive Advantage
Competitive Disadvantage
S.W.O.T. Analysis
Strong commitment, Quick turnaround, Online ordering
Difficult to find, Current website it is in English only, No
current online marketing
Internet search engine marketing, Advertising via the
social networks, Incentive or a
discount to attract new customers
Economy slump, Not being visible,
Competition with other businesses
Customer S.W.O.T.
Newspaper advertising Dissemination of Calendars with company logo Dissemination of pens with company logo
Current Marketing Programs
Current Marketing
Strategy Product
Custom fit handmade boots for men, women, and children.
Price Specialty boots vary
in prices, depending on the materials and designs desired.
Place Direct retail store
Promotion Word of mouth Website Community
Involvement
Expansion into
MexicoForeign Country Analysis
10 miles from the Nuevo Progresso Tamaulipas, Mexico
Income level is increasing due to NAFTA
Increase level of investments
Foreign Customer Analysis
Have a passport or Visa
Quality is not the same
Opportunity to satisfy the foreign customer
Shipment of boots
Website translated into Spanish Newspaper Advertisements Mexican Television commercials Promotional offer for foreign customers
Foreign Country’s Marketing Plan
Objectives
Target Market – Mexico
Product Focus on the interest of the Mexican culture.
Price Focus on Mexico’s middle to upper class populations.
Place Direct retail store and website can be utilized to
reach foreign customers. Promotion
Offer promotional discounts to foreign consumers.
Foreign Country’s Marketing Strategy
Implementation and
Control Attend different
events(e.g. Livestock Show)
Community events different counties
Distributes business cards, calendars, and pens
Top quality service and products
Suggestion box
Analyze items on monthly basis
Forming graphs
Implementation and
Control cont. Budgets and Sales
Forecasts Budget 2013
Yearly Total: $10,206.00
Sales Forecast 2013: $145,421.00
2010
2011
2012
2013
-50000
0
50000
100000
150000
200000 Sale RevenueMarketingNet In-come
Amadeo, K. (2012, February 02). Mexico's economy. Retrieved from
http://useconomy.about.com/od/worldeconomy/p/Mexico_Economy.htm
Business Bridges. (2010). Economic Environment. Retrieved from http://businessbridges.mx/more-on-mexico/economic-environment/
Google. (2013). Google maps. Retrieved from https://maps.google.com
MapXL. (2011). Mexico: Society and culture. Retrieved from http://www.mexicomapxl.com/society-and-culture/
Moran. (2012). Moran boots. Retrieved from http://moranboots.com
Moran, R. (2013, February 02, 24). Interview by O Moran [Personal Interview].
Bibliography
Bibliography cont.
Moran, C. (2013, February 02, 24). Interview by J; J Chapa; Torrez [Personal Interview].
Rosen, C. (2011, May 30). Rebuilding mexico's science and technology capacity. Retrieved from http://www.scidev.net/en/features/rebuilding-mexico-s-science-and-technology-capacity-1.html
The Heritage Foundation. (2013). 2013 Index of Economic Freedom. Retrieved from
http://www.heritage.org/index/country/mexico
Torres, M. (2013, February 02, 24). Interview by L; F Gonzalez; Falcon [Personal Interview].
World Bank. (2013, February 27). Mexico overview. Retrieved from http://www.worldbank.org/en/country/mexico/overview
Vargas, J. A. (2008, February 27). Mexico and its legal system. Retrieved from
http://www.llrx.com/mexicolegalsystem.htm