Moran BootsWhere your feet meet exotic

comfort

ByJason Chapa

Francesca FalconLaura Gonzalez

Olga MoranJuan Torrez

Moran Boots was created in 1977 Mission Statement

To create one-of-a-kind exotic boots that the customer will appreciate for a lifetime.

Vision Statement To provide the customer with the experience

and satisfaction of personalizing and designing their own pair of boots

Company Overview

Location: 1000 E. Expressway 83, Weslaco, TX

78596 Products and services offered:

Custom made boots Specialty made boots Assortment of repair services Assortment of boot/shoe products

Company Overview continued…

Company/Customer

AnalysisCompany Analysis

Company is family owned and operated

In existence for 35 yrs.

Relatively close to Mexico (about 10 miles)

Total of 10 employees

Company/Customer Analysis continued…

Company Goals: Provide quality boots at a

reasonable price Plan new marketing

strategies Market product outside of

regional area Offer more online

services Expand customer base Increase sales every year

Company Resources: Human resources-10

employees Facility-large

warehouse type building

Equipment-assortment of large machines that cut, sew, stich, and clean

Company/Customer Analysis continued…

Customer Analysis Quality of boots Satisfaction of

Customers Demographic on

Target Market Specialty requests

are granted, ie logos, colors, designs

Competitor/S.W.O.T

AnalysisCompetitor Analysis

Competitive Advantage

Competitive Disadvantage

S.W.O.T. Analysis

Strong commitment, Quick turnaround, Online ordering

Difficult to find, Current website it is in English only, No

current online marketing

Internet search engine marketing, Advertising via the

social networks, Incentive or a

discount to attract new customers

Economy slump, Not being visible,

Competition with other businesses

Customer S.W.O.T.

Newspaper advertising Dissemination of Calendars with company logo Dissemination of pens with company logo

Current Marketing Programs

Current Marketing

Strategy Product

Custom fit handmade boots for men, women, and children.

Price Specialty boots vary

in prices, depending on the materials and designs desired.

Place Direct retail store

Promotion Word of mouth Website Community

Involvement

Expansion into

MexicoForeign Country Analysis

10 miles from the Nuevo Progresso Tamaulipas, Mexico

Income level is increasing due to NAFTA

Increase level of investments

Foreign Customer Analysis

Have a passport or Visa

Quality is not the same

Opportunity to satisfy the foreign customer

Shipment of boots

Website translated into Spanish Newspaper Advertisements Mexican Television commercials Promotional offer for foreign customers

Foreign Country’s Marketing Plan

Objectives

Target Market – Mexico

Product Focus on the interest of the Mexican culture.

Price Focus on Mexico’s middle to upper class populations.

Place Direct retail store and website can be utilized to

reach foreign customers. Promotion

Offer promotional discounts to foreign consumers.

Foreign Country’s Marketing Strategy

Implementation and

Control Attend different

events(e.g. Livestock Show)

Community events different counties

Distributes business cards, calendars, and pens

Top quality service and products

Suggestion box

Analyze items on monthly basis

Forming graphs

Implementation and

Control cont. Budgets and Sales

Forecasts Budget 2013

Yearly Total: $10,206.00

Sales Forecast 2013: $145,421.00

2010

2011

2012

2013

-50000

0

50000

100000

150000

200000 Sale RevenueMarketingNet In-come

Amadeo, K. (2012, February 02). Mexico's economy. Retrieved from

http://useconomy.about.com/od/worldeconomy/p/Mexico_Economy.htm

Business Bridges. (2010). Economic Environment. Retrieved from http://businessbridges.mx/more-on-mexico/economic-environment/

Google. (2013). Google maps. Retrieved from https://maps.google.com

MapXL. (2011). Mexico: Society and culture. Retrieved from http://www.mexicomapxl.com/society-and-culture/  

Moran. (2012). Moran boots. Retrieved from http://moranboots.com

Moran, R. (2013, February 02, 24). Interview by O Moran [Personal Interview].

Bibliography

Bibliography cont.

Moran, C. (2013, February 02, 24). Interview by J; J Chapa; Torrez [Personal Interview].

Rosen, C. (2011, May 30). Rebuilding mexico's science and technology capacity. Retrieved from http://www.scidev.net/en/features/rebuilding-mexico-s-science-and-technology-capacity-1.html

  The Heritage Foundation. (2013). 2013 Index of Economic Freedom. Retrieved from

http://www.heritage.org/index/country/mexico

Torres, M. (2013, February 02, 24). Interview by L; F Gonzalez; Falcon [Personal Interview].

World Bank. (2013, February 27). Mexico overview. Retrieved from http://www.worldbank.org/en/country/mexico/overview

  Vargas, J. A. (2008, February 27). Mexico and its legal system. Retrieved from

http://www.llrx.com/mexicolegalsystem.htm