Marketing Mandatory Assignment

Table Content

Introduction ………………………………………………………………………………………...3

ECCO's Generic Strategy……………………………….........................................4

SWOT Analysis and Value Chain ………………….……………………………………….5

Possible Future Problems…………………….…………………………………………….…9

Conclusion..…………………………………………………………………………………………10

Introduction

In a world where there are more and more challenges in the competitive landscape, including deregulation, ubiquitous connectivity and globalization, the skills of marketing managers are more important than ever. Managers are often found under overwhelming pressure to rapidly create value for shareholders. Still, this onerous burden comes from the relevance of marketing strategy within the company development. The ECCO company can be widely considered as a brilliant example of how the right marketing strategy can lead to success.

With near 20.000 employees from about 20 different countries, the ECCO Company, still owned by family members, is nowadays one of the largest high-quality leather manufacturers. It doesn't come to our surprise that this exquisite raw material is used in almost every kind of ECCO shoes.

The company was founded in 1963by Karl Toosbury, under a clear philosophy of approaching the shoe business: " to make shoes shaped to the feet, not the other way around."

ECCO's Generic Strategy

ECCO is widely considered one of the most excellent footwear industries in the world.

The perfect combination of shoe making tradition, mass production and state- of- the- art technology has granted the firm a constant growth and an excellent standard of quality.

In order to analyze how this is made possible, it is worth considering the generic strategy adopted by the shoe brand.

Thanks to the direct control of every single step of its value chain and the constant investments in new technologies and HR, ECCO products can boast an excellent level of quality, which inevitably leads to differentiation.

As we know, Product Differentiation is a marketing strategy that businesses use to compete by offering customers a better product...