Marketing Footwear: A Case Study from Greece

Evangelia K. Blery, George Kakokefalos

Abstract


The purpose of this paper is to examine the issues related to the marketing practices implemented by the Greek company, Leon Tamaris & Co, producing and importing footwear. Thus, the company’s target market and competition are examined, a PEST and a SWOT analysis are performed and the marketing mix is presented.

To gain an initial understanding of the marketing practices employed by the company, the case study method was employed, since its fundamental characteristic is the “focus on a particular setting or event”.

The findings showed that the company, despite the economic crisis that has hit Greece and the strong competition has encouraging results, its market share remains stable and an increase in its sales is expected. The company’s products are of high quality and prices are good, thus it has a good fame in the market as a company offering ‘value for money’. It has its own retail network and well trained employees and is trying to select the right employees to best fill all the positions. The company conducts market researches to identify customers’ needs and assess their satisfaction.

This paper can add to the present pool of knowledge in the footwear sector, since it is one of the very few that have provided an important insight in the marketing practices in the Greek footwear sector. The results of the study support the findings of other studies mentioned in the literature and they can be of definite interest and potential value to managers in this sector.


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DOI: http://dx.doi.org/10.5296/rbm.v1i1.5080

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