Business and Enterprise Analysis of TOMS Shoes: A Report

This report provides a comprehensive business analysis of TOMS Shoes, examining its operations, marketing strategies, and innovative approaches. The analysis focuses on the 4Ps of marketing (Product, Price, Place, and Promotion) to understand how TOMS positions itself in the market. It explores TOMS' commitment to innovation and creativity, highlighting its corporate social responsibility (CSR) initiatives, such as the "one-for-one" model. The report also includes a self-reflection section, discussing the skills gained and areas for improvement in the context of academic and professional development. The conclusion emphasizes the importance of innovation and marketing mix strategies for business success, recommending that TOMS adapts its pricing and product offerings to expand its reach. The report also touches upon the challenges of entering new markets and managing financial resources effectively.

Business and Enterprise

Contents
INTRODUCTION...........................................................................................................................3
Academic analysis..................................................................................................................3
CONCLUSION................................................................................................................................6
Self-Reflection.................................................................................................................................6
REFERENCES................................................................................................................................8

INTRODUCTION
In the contemporary world, the exchange of goods from seller to buyer against which a
subsequent amount is being paid by buyer is known as business. All sort of enterprises are
working with the motive i.e. to increase the customer base so that revenue can be generated and
sufficient profit can be maintained (Jo and Henry, 2015). In present time innovation is most
important element for the success of any organisation, as customer are always more attracted
towards a new and innovation concept, business idea of product. To better understand the
concept of business and enterprises working TOMS shoes have been selected which is consider
be the most innovative shoes in present business dynamic environment. TOMS is based in Los
Angeles for-profit enterprise which offer Boots, eyeglasses, coffee, clothes and designer bags are
produced and sold throughout the business. In December 2019 the business was seized away by
its investors and Mycoskie is really no longer the shareholder. Since being blamed for endorsing
a non-profit, Mycoskie made an admission on his webpage that before engaging in the case
including his agents did not care about relying on the community and agreed that it was an error.
Manager said he and the organization was in favour of fair human and civil rights.
In this report, analysing the business by using two concepts and linking theory to practice
and recommendation to expand business are provided. In addition report also covers self-
reflection on the report that requires improving academic and professional career.
Academic analysis
4P’s for the business
The marketing strategy is a vital resource for recognizing the good or service as well as for
preparing for a good product portfolio. The marketing combination is more commonly carried
out by 4 P promotions: pricing, product, promotion and place. There have been four distinct
factors in the advertisement combination and are interdependent and must be designed together
to ensure complementary and alignment of the policy recommendations within these factors of
market. To order to ensure sure components to the communication process stay important and up
should date, it is essential to have an eye on emerging patterns and demands both in business and
on the market. In the context of TOMS shoes the same have been discussed underneath:
Promotion: To bring digital appeal to the business and goods, TOMS uses promotion like
as website as well as social networks (Twitter, Facebook, Instagram), etc. Informing and

persuading the pages of social networking. The core tactic of TOMS social networks is to
market and sell their consumer items with interesting images. TOMS for example re-tweet
consumer pictures using Twitter demonstrating the happiness of customers (Messer, 2017).
Price: this is related to the actual prices of goods defined by the TOMS regarding different
goods available for sales. The pricing strategy of company is also very unique as they charge
cost of two shoes for one purchase because one pair of shoes is always provided to the needed
person or children in any part of the world. TOMS sneakers typically cost as much as any
leather. The company is still, though, primarily synonymous with its marketing. TOMS
consumers are also discouraged investing extra time on supporting those in distress. To cope
with its rivals, TOMS utilizes this charity status (Luo, Fu and Liu, 2016).
Product: There have been different product offered by the company and each product is
being processed under one policy i.e. one for one. TOMS has its own worldwide stores and a
store that markets its goods and are now distributed at all of Ebay, Schuh, Amazon and OFFICE
's main distributors. TOMS is a worldwide company and all of its items are available on its own
website. However, the selling benefit of TOMS rises, if offered on third-party platforms as
famous and commonly used as Amazon. That is because Amazon also has a greater chance of
customers shopping on Amazon and instead having company goods.
Place: The positioning or placing refers to the manner in which the consumer gets the
items. Distribution is a crucial factor for positioning and planning that allows determining the
most appropriate platform for a company. When an end-user accesses a feature requires the
remainder of the marketing plan to be complemented. The positioning through the sales
production chains of the TOMS Company provides customer exposure. It's really "result of
taking the goods in the pockets of customers" which covers central, global which foreign sales
networks, manufacturing, retail and direct advertising goods & services. Mostly with breakdown
of the Internet bubble, buyers have taken on a different dimension in their individual business to
deliver their ideal products / services. It involves e-marketing techniques that allow customers to
choose their favourite connectivity platforms which make them comfortable to buy relevant
product.
Innovation and Creativity
Innovation and creativity programming blend decades of expertise with the group's personalized
materials. In the context of TOMS, new and compelling market concepts, efficient leadership

and transparent collaboration with variety of stakeholders are essential to its growth. The TOMS
market model was built to have a significant and beneficial effect on community from the very
outset, in addition to income production. This ensures that a profit-making policy is sponsored by
efforts that cope with other global social issues (Ruhi, 2016). The company's corporate
philosophy is focused on the ideals of CSR. In addition to the principle of enhancing child safety
and long-term education opportunities, the company seeks to inhibit those principles and
expectations in its many activities from its interactions with staff, business associates and
suppliers to interactions with clients and 3rd parties groups who work exclusively with the
recipients. Such TOMS inventions span from the ever-popular flat sandals to eyeglass and dance
flats. Through a style point of view, Row teamwork has to be among the most impressive
respective inventions. Mary Kate and Ashley Olsen took a help to add the familiar TOMS theme
to their high-mode skills. Some cite the range of eyewear for clients as well as for the company
itself as a significant move. In 2014 TOMS Roasting Co. was founded and for the sale coffee, it
partners alongside other organisations to offer a family residing in an area of coffee for 140 ltr of
clean water source (equal to one week). TOMS Bag Series was introduced in 2015 to further
boost maternal wellbeing and transactions help prepare trained birth attendants and deliver birth
packets containing articles that support people promote healthy birth.
Toms' marketing philosophy is regarded as the "one-for-the-all concept" that relates to the
firm's guarantee that a child throughout need would be supported with a pairs of Free Footwear
for each retail purchase transaction. With most of the revenue, the organization utilizes word-of -
mouth marketing, relying on CSR. Initially, part of this program was a "Friends of Toms" non-
profit branch, which hired people to assist with the delivery of shoes with overseas nations. The
company form was analysed in different dimensions carefully. They are not just sneakers as
TOMS promises many more for foot security. They help counter social isolation, provide
employment exposure and provide more incentives to relate to the well-being of the society in
the long term. When the company discusses which trainers should be chosen:
1. Growing up barefoot: Children will go shoeless to school for miles in several developed
nations, lacking exposure to safe water as well as medical care.
2. Accident and disease: Hundreds of majority of kids are always at risk of harm, poisoning,
and sickness of soil that often have little preventive or care access.

3. Health and opportunity: Educated kids are more likely to excel, and exposure to
schooling is a key factor in long-term success.
This indicates that the TOMS shoes has effectively concentrated and invested in addressing
two big global problems. Ideally, the scale of its service can be expanded point by point to
include those who face difficult living circumstances and therefore unable to take proper care of
themselves improved standard of living as well as a greater chance of a prosperous future (Swan,
2018).
CONCLUSION
In the end of report, it has been concluded that business must be operated by
implementing new innovation and creativity by company in such a manner that subsequent profit
is maintained in the financial year. The marketing mix helps company to analyse the market
condition very well so better steps are made to expand business in the future period. Innovation
and creativity help companies of every sector to attain the customer interest which result increase
the sales and overall profitability of company increased.
From the above discussion it has been recommended to the management team of TOMS
shoes that to bring business in developing countries the price must be lower and more advantage
should be added to the product so that each sort of customer can easily afford to buy the
respective accessories. TOMS shoe management will insure they have the requisite money to
fund an uncertain start-up plan, probably. Be able to expend time and resources on tracking the
implementation of federal legislation. It that takes longer to enter the market in a developed
world to provide capital to support the company running before it becomes successful.
Self-Reflection
The discussion of entire topic helps me to gain various skills and understating that will
definitely support me throughout my professional and academic career. Some of these skills are
discussed underneath:
Team working skills: I shared my suggestions and persuaded my team mates to create a fun
poster so that we could all incorporate our talents. I didn't owe this project that much attention,
we became allocated to each assignment and collaborated as a team to develop a realistic and
rational strategy for the success of this work. I used my creative talents to support this project
completed when operating on my own section. In order to get success in my academic career I

need this skill at a strong point because we are allotted with small task in different group and
each and every one has to listen and agree with thought and ideas to complete the project work.
Communication: This is considering being the most important skills which I need to
develop very well in order to gain advantage in future professional life. My abilities in learning,
listening, and communicating have slowly developed as I advanced in effective communication.
I was a strong reader in conversation, but over the process I've been familiar with other
techniques such as dispute resolution. My idea generation capabilities are another area on which
I developed. Before the start of the semester I generally went right to the process of writing and
nowadays, before completing the paper, I still plan and arrange my thoughts. It is very important
for me to be a good communicator so that I can easily transform my ideas and thoughts in a
manner that the other member can easily understand my view points. In case if I am not able to
increase my communication skills than many time there might be situation in which I can be
found wrong and as a results the impact will be bear by my entire time or office also.
Management skills: I have learnt from the innovative strategy of TOMS shoes that their
management is very much effective and share a strong bound with each other which help them to
organising each plan as per the desired manner and reach the results in minimum time and less
efforts. I come to realise that to build strong management skills the very 1st need for me is to
have a good listening abilities which let me hear everyone thoughts and ideas regarding a
specific topic. On the other side I must have faith of working in collaboration with my entire
staff member and always ready to be a helping hand in case if I feel there is a need to complete
the allotted work.

REFERENCES
Books and Journals
Jo, T. H. and Henry, J. F., 2015. The business enterprise in the age of money manager
capitalism. Journal of Economic Issues, 49(1), pp.23-46.
Luo, A., Fu, J. and Liu, J., 2016, December. An impact analysis method of business processes
evolution in enterprise architecture. In 2016 International Conference on Progress in
Informatics and Computing (PIC) (pp. 733-737). IEEE.
Messer, R., 2017. Risky business: Using enterprise risk management at an airport. Journal of
Airport Management, 11(2), pp.202-213.
Ruhi, U., 2016. An experiential learning pedagogical framework for enterprise systems
education in business schools. The International Journal of Management
Education, 14(2), pp.198-211.
Swan, M., 2018. Blockchain for business: Next-generation enterprise artificial intelligence
systems. In Advances in computers (Vol. 111, pp. 121-162). Elsevier.