Marketing Plan for TOMS Shoes: Strategies to Increase Profit and Market Share

Marketing Plan

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Summery......................................................................................................................................1
SWOT analysis............................................................................................................................1
STP analysis: ...............................................................................................................................2
Marketing Mix ............................................................................................................................3
Promotion and advertising...........................................................................................................3
Finance and budget......................................................................................................................4
CONCLUSION ...............................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Marketing plan refers to a document which includes advertising strategy to be
implemented by firm in order to reach to their target market (Chayathatto and Woradech, 2020) .
This report discusses about TOMS Shoes which is established in the year 2006 by Blake
Mycoskie. This company is established in Los Angeles in California and offering handbags,
coffee, eye wear, apparel. This project report includes marketing plan of company and different
strategies to be adopted by company in order to increase their profit and market share.
MAIN BODY
Summery
TOMS Shoes is one of company which is offering different shoes variety to their customers.
They are also providing handbags, coffee, eye wear, apparel. They are offering excellent services
to their customers which helps them to attract and retain their customers with them.
SWOT analysis
 Strength Weakness
 TOMS Shoes is one of organisation
which has high recognition in
customers as their objectives is to
increase brand loyalty of customers and
also to helps their customers. They are
more focused with increasing market
share of firm.
 Focus of this organisation is on their
corporate social responsibility which
helps them to increase brand
recognition and also helps to promote
about firm with word of mouth.
 TOMS Shoes is criticised for
devastating of current economies in
developing countries (Chowdhury and
Chowdhury, 2021) .
 Organisation is also not getting much
recognition in some countries due to
lack of stores.
 Company is only producing hippie
shoes which limits its sales and profit
as they only sales it to those customers
who are like hippie shoes.
 Investment of business in innovation
related to its design is limited.
Opportunity Threat
1