Fleet of Foot Essay Example for Free

Fleet of Foot EssayUp until now, Navado Carrillos present dodging was working rightful(prenominal) fine. Her idea of providing high-end travel rapidly seat make her a very good return on her investment in the first 10 years. Selling mainly Nike products was also a very good idea Navado had because Nike was well accepted and seen as top quality to her customers. Her current strategy of also adding opposite Nike shoes, including walking shoes, shoes for aerobiotic exercise, basketball shoes, tennis shoes, and cross trainers was a good idea for the moving in because it offered her loyal customers different options of shoes now that jogging is be glide path too demanding. I think where Navado went wrong is adding in a line of sportswear and putting more emphasis on fashion. Her business is known for high quality cartroad shoes and other shoes, not fashion. Other companies like to sell other brands and have a few line of sportswear fashion to recount themselves from well-kno wn(a) shoe stores like Navados. Now that she added this extra line and incorporated more fashion into her store, she is in direct competition to other stores, which results in her losing business and having her gross sales flatten out.To help her sudden fall in business, Navado tried an experiment that was great in my opinion, where she took a line of high-performance athletic shoes that were made to order. The distinctive feature of these shoes was that the sole was molded to precisely fit the customers foot (Perreault). This was a great idea because when someone came in looking for high-end running shoes, her sales clerks would tell them all about it and once the shoes came in ii weeks later, they were delighted.Since those shoes were going for $170, only serious runners would bargain for them but seeing how they were happy with the product, they could spread the word about these shoes to other runners, which would increase Navados sales. However, the company that offered them ran into financial trouble and went out of business. The ersatz strategies Navado is considering is going through another company that is offering a very similar custom shoe program.The only conundrum is that this new company requires legion(predicate) more requirements that the other company didnt require. Having to spend more money on updating the website to promote this company, as well as travel, hotel, and food expenses for the two day training program for her salesclerks makes Navado uncertain in what to do. Personally, I think she should do this even though it would cost her several thousands of dollars to begin with.The other strategy she is considering is devising fashion her main attraction because of the recent success of other womens wear businesses. This would not be a good idea because she would just be competing with more powerful fashion retailers in which she would lose business and go astray from what she built her business upon. I believe Navados primary probl em isnt her emphasis on running shoes or emphasis on trying to hang on to her current customer, but instead, her indecision on who her target market should be.To fix this problem, I think Navado should solely focus on selling high-end running shoes as well as other Nike athletic shoes to gain customers who are just looking for a good pair of shoes. Also, seeing how she had success in the custom molding shoes before that company went out of business, I think she should go through this other company so that she can expand her running shoes into making custom ones for customers.Although it would cost several thousands of dollars to begin with and there are more promotional expenses that this company requires, the company in return provides exclusive sales territories that would separate Navados business from her competitors. Selling womens apparel and adding a line of sportswear just results in more competition and a loss of business for Navado. Keeping her main focus on high end, cust om running shoes and other athletic shoes would increase her sales, keep her loyal customers coming in and stay with what made her business flourish in past years.