Marketing proposal for a new product.

Essay by ZislamUniversity, Bachelor'sA+, May 2003

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Situation Summary

Antwerpen Imporor Co., Ltd, a leading import company in Belgium, received the sales license of a new high-class make of shoes named Lightfoot recently. The Lightfoot was developed to significantly improve the way of today's life style.

Lightfoot will be positioned as a high-end product both in fashion style and comfort. The product will be sold via company website, and 5 stores located in Brussels, Antwerp, Ghent, Brugge and Leuven. The product will be launched to market by August 2003.

The potential market for Lightfoot is very promising in Belgium. Belgium has the 6th highest per capita income in the world. In 2002, Belgium had a per capita rate of approximately $22,941. As a result, Belgians enjoy a high level of disposable income and have the financial means to consider life style, the strongest growth sector in the Belgian expenditure. Future consumption market should still continue to increase.

The financial projection for year 1 is a net margin of 2,825,000.00 EURO.

The management and sales force team members have a strong background in the fashion industry. The General Manager was former the former business development manager for Shoeslock, the Director of Sales and Marketing was formerly chief sales manager for Nike Belgium.


Mission: To lead the market of quality shoes/fashion industry in Belgium with an aim of achievement in both brand names and profit.


In the first fiscal year

lto reach the medium selling price at an average of 225.00 Euro for ladies, and 265.00 Euro for Gentlemen respectively

lto reach the total sales of 8,675,000.00 Euro as the turnover

lto reach a 75.00 Euro of net margin for Ladies, and 85.00 Euro for Gentlemen respectively

lto occupy a 30% of the market share

lto build the public brand awareness in the fashion industry of...