Market Segmentation and Company Positioning

[Name of the institute]

Marketing Plan for KungShoes

Introduction

KungShoes is a Chinese company that makes stylish trendy shoes in desirable, striking colours and patterns in high quality stuff. Their shoes come in a variety of material like leather, waterproof materials and suede for children, women and men in different sizes. They are not a big company yet have started as a grand project to attract the target market. According to Mulvey (2013), the size of the business does not matter but the right application does.

Mission Statement

To make the trendy shoes available for customer of all ages who want to kick the world every day.

Objectives

To be able to attain at least 1 percent of the market share all over the world in the first year of operating

To be able to inaugurate awareness program that complements the desire of the shoes

To be able create position among the target customers

Business Expansion Plan

They aim to expand in Asian nutritional natural health products and Kung food formulas. The Asian market has immense potential to collect the needed attention that will not only let the company grab the market share but sustain it in the long run.

The second idea for their expansion deals in development of exercise equipment that should be made of highly innovated wooden machines. The innovation will be their leading attribute that will help them position themselves in the mind of the customers.

Education is the third commodity they will deal in and will indulge in corporate social responsibility activities. They will tend erect Kung schools, teachers, books, courses, informative videos and movies. This is quite an elaborative expansion that will take enough time to be planned.

The last target of their expansion will address clothing and accessories that will solely trendy to attract the teenagers. The colors will be the mode of innovation that will attempt to create something new based on traditional and cultural mixture and blend.

Stepping in Foreign Market

KungShoes have great potential in Canada; the people in the country are health conscious and believe to adopt their lifestyle that should give them maximum access to the health maintenance accessories. China is already serving in this market and has created big shares within the market in competition to various other brands. Chinese products are embraced with great interest. Comfy shoes are the demand since the obesity rate is high that creates the need for special shoes to comply with healthcare standards. Arthritis is a disease that demands to special carved care for the individuals.

Marketing Plan

Market Segmentation

The company will tend to aim all age groups of the customers. They offer the chances of customization and personalization to the customers. The company renders a wide range of variety with the sizes and shapes that help them customize their products. The customers will be briefed for the expected advantages of using the shoes. The company will target the Canadian markets of shoes and will introduce highly innovative shoes. According to Craig (2005), innovation indeed plays ...