Foundations Of Business Communication Research Paper 2022

Running head: FOUNDATIONS OF BUSINESS COMMUNICATION 1
Foundations of Business Communication
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FOUNDATIONS OF BUSINESS COMMUNICATION 2
Part 1: Business Analysis
Introduction
The current business environment is highly competitive. According to (Brenden, 2018,
p. 6), profit making is a common objective for starting all businesses. The Footwear industry is
highly competitive and has numerous players all over the world. The fashion industry and market
is growing day by day, with companies getting stronger and stronger. This indicates that every
player in the footwear and fashion industry must be innovative, aggressive, and efficient in its
operations. Studying business trends, implementing aggressive strategies, remaining focused on
operational efficiencies, enhancing stronger direct-to-consumer channels, product innovation,
and customer satisfaction are the main drivers of success in the footwear industry (Ajitabh &
Momaya, 2014, p. 14). This paper explores the competitive position of Dr. Martens, an
English shoe and clothing retail.
Summary of Business Case Company
Dr. Martens is a UK based shoe and clothing retail established in 1901. As a designer,
manufacturer, and supplier of footwear and accessories, Dr. Martens offers premium footwear
brands with a unique British heritage (Weresh, 2018, p. 6). Other products manufactured and
sold by Dr. Martens range from footwear, accessories, parses, leather bags, wallets, and boots.
Today, Dr. Martens employs approximately 1,300 people and is ranked number five (5th) among
the leading shoe and clothing retailers in the country. The company generates $207.5K in
revenue per employee, and its current estimated revenue is $269.7 million. The top competitors
of Dr. Martens are LVMH, Burberry, Chanel, Base London, Prada, and Bogs Footwear among
others (Weresh, 2018, p. 9). The company focuses to expand its shoe and clothing business to
many English-cities as possible, and this is what the management believes would make Dr.
Martens remain relevant and competitive in the footwear industry.
Exploration of the Business Problem
Dr. Martens is enjoying the benefits of the recent introduction of Vegan range. A 70
percent increase in profits after the introduction of a single brand is not a small achievement.
This indicates that the company is now letting trends propel it forward. Dr. Marten’s business

FOUNDATIONS OF BUSINESS COMMUNICATION 3
problems range from the need for product innovation, introduction of aggressive business
strategies, achievement of operational efficiencies, customer satisfaction, and the establishment
of convenient consumer channels. The need to address all these problems is aimed at creating a
competitive position, advantage, and sustainability in the shoe and clothing industry. According
to (Ajitabh & Momaya, 2014, p. 19), the competitive position of a company is measured by
what it does to meet market needs, and not by the profits it makes.
As aforementioned, the top competitors that are giving Dr. Martens sleepless nights are
LVMH, Burberry, Chanel, Base London, and Prada. While the shoe, clothing, and fashion world
is fully of tech trends, technology is sometimes expensive for Dr. Martens. The company is at the
pressure to increase and maintain product quality, the pressure to innovate new, durable, and
attractive shoe and clothing brands, and the pressure to remain relevant and competitive in the
market (Barney & Hesterly, 2017, p. 78). As a result, the 70% increase in profits on
introducing Vegan rage has been realized on great sacrifices. There are pressures from
bootmakers that Dr. Martens is sacrificing quality and offshoring production to chase profits.
This is another problem that the company must solve. So, the business problems are obtaining
competitive advantage over rivals, enhancing customer satisfaction and products quality, meeting
market demand, maintaining profit making, and remaining aggressive in the shoe and clothing
market (Chen & Liang, 2014, p. 88).
Impact of Potential Strategic Solutions Supported by Academic Research
Currently, Dr. Martens is under pressure to meet customer demand, cope with the stiff
competition in the market, war supporting imagery, and the production of quality, durable, and
unique shoe and clothing brands (Davies, 2016, p. 52). However, the company is able to
manufacture diverse styles of shoes, boots, sandals, and footwear; durable, sexy, reliable, rock
and roll tinted a military punk honesty, and advantage of the DM brand. Recently, the
introduction of Vegan rage saw the company have 70 percent profit increase. There is thus the
need to introduce new strategic positions in order to remain relevant, competitive, and
sustainable in the market:
Invest in e-commerce/ online shopping: The top competitor of Dr. Martens, LVMH, has
thrived a lot from online commerce. Despite the innovation of new brands like Vegan range, the