DANSKO INC.

Dansko Inc.

Executive Summary

Dansko. Inc is the dominating manufacturer footwear industry. It achieved this success by developing cleated shoes for the general footwear items. The landscape of the general footwear industry has changes, but Dansko has not changed with it. Ccasual wear has become popular with teenagers with the changes of fashion. Dansko has been tracing those changes also with seasonal changes. Dansko has not developed the marketing mix to compete in these casual wear and fitness activities. The participation by women in casual wear is growing, yet Dansko has neglected this market by remaining a preferred supplier of casual equipment to the all aged population. Dansko is developing a marketing mix that supports the current market trends, and drops its old style of promotional advertising for a more favorable endorsement approach currently being used by its competitors.

DANSKO INC.

Introduction

Founded by Peter Kjellerup and Mandy Cabot, a married Danish man and American woman, in 1990, Dansko clogs have an established status for comfort. Kjellerup and Cabot discovered a type of closed-back clogs on a journey to a small town in Denmark. The two started bringing the clogs dwelling for friends and family, and finally established a enterprise trading the shoes. The Dansko title means "Danish shoe." Dansko encourages its green and sustainable practices. The company's LEED-certified Pennsylvania head office utilising breeze power, has a green top covering, and boasts the use of recycled materials. Dansko footwear retail for about $100 to $150 and are traded in more than 3,500 brick-and-mortar and online stores.

External Environment Analysis

General

The backbone of the Dansko line is the expert, a stapled cowhide closed-back clog with a 2 inch heel on a polyurethane rocker base. Athermoplastic toe carton protects toes, a foam-and-leather liner soaks up sweat, and the conceive of the groundwork rises stability. The bottom sole is slip-resistant, even on greasy levels in bistro kitchens. Dansko clogs furthermore have high arch support.

The Professional arrives in a kind of colors, including white for nursing footwear, and in shone, oiled patent or waxy leather. You can purchase variations of the same rudimentary shoe. For demonstration, the Sonja is a backless type of the expert and the Ingrid is backless with a strap. Danskos arrive in men's and women's European sizes. A38 is the matching to a woman's American size8. People who wear half dimensionss generally dimensions down a woman who wears an American dimensions 8.5 will probably favour a 38 over a 39 in Dansko. Nprojectile dimensions are traded in some styles. The Professional closed-back clog should be large sufficient to allow your heel to fall in and out of the shoe as you walk. They can be worn with or without socks (Belluck, 2010).

American and European cultures have seen the rise of the fast food industry and fast lifestyle, creating a need for new trend activity to satisfying purpose. This trend has increased popularity of activities such as party, pubs, ceremonies and seasonal that is for average people with a desire to have ...