Footlocker_Excercise

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Presentation redesigned for a job interview.

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Presentation Transcript

Vision:

2 Vision To be Europe’s leading retailer of athletically inspired shoes and apparelzz

Internal and External Analysis:

3 Internal and External Analysis External analysis Economy Market growth and shares Vendors Competitive pressure Fashion trends Supply chain Conclusions Interna l analysis Financial performance Brand strength and store penetration Customer profile Conversion Customer satisfaction Confrontation Opportunities and threats Confrontation & strategic issues

Sources:

4 Sources Main sources: NPD footwear consumer and retail panels Toluna consumer panels Exit interviews Focus groups Secondary sources : Observation, eye tracking and neuroscience Economic indicators Mystery shopping Mind share Footfall and conversion tracking

What is your main daily activity?:

5 Source: on line panel Toluna , 12-30, Big 8 countries . N = 4500. FL customer = FL in top 3 sport shoe retailers What is your main daily activity? Core customers are students

Unemployment FL customer vs other:

6 Source: on line panel Toluna , 25-30, Big 8 countries . N = 1500. FL customer = FL in top 3 sport shoe retailers Unemployment FL customer vs other Unemployment higher in South Europe. Unemployed in Spain and Portugal less likely to come to Foot Locker.

Consumer confidence EU:

7 Source: European Commission Consumer confidence EU Consumer confidence dropped second half 2011 and remains low.

The Crisis: GDP Growth Eurozone:

8 Source: European Commission , April 2012 The Crisis: GDP Growth Eurozone Current crisis not as deep as 2009. Recovery expected in 2013

Monthly spending on clothes & shoes:

9 Source: exit interviews March, Europe, euros Monthly spending on clothes & shoes Target group spends less on fashion than in 2011.

Market size and growth athletic footwear:

10 Source: NPD consumer panel, MAT Q1 2012, Big 5 (Spain, Italy, France, Germany, UK). Market size and growth athletic footwear Athletic footwear market is still growing. “Shoes for sports” grows faster than “shoes for leisure”.

Retailers: Market Share Germany:

11 Source: NPD consumer panel, sport shoes for leisure, MAT Q2, value % Retailers: Market Share Germany 9.6% share in leisure usage, 2.8% share in sport usage. Top 4 gained market share. “All other” decline -> Consolidation.

Growth Sport Retailers:

12 Source : Annual reports/publications Growth Sport Retailers 4% -5% growth = consolidation vs other key players.

How many Stores visited for Sneakers today?:

13 Source : exit interviews September 2012, Europe n = 3.874 How many Stores visited for Sneakers today? How many Stores visited for Sneakers today? Still limited competition. But competitive pressure increasing.

Competitors for Sneakers:

14 Source: exit interviews March 2012, Europe n = 2346 Competitors for Sneakers Vendors increasingly competing with Foot Locker.

Foot Locker Europe:

15 base: exit interviews March 2011, Europe n = 1.137 Foot Locker Europe

Market Share Vendors, 12-17 years olds:

16 Source: NPD consumer panel, sport shoes for leisure , Big 5 Market Share Vendors, 12-17 years olds

Image of ADIDAS vs. NIKE:

17 Sources: Pan European focus groups 15-17 year olds . Image of ADIDAS vs. NIKE

Youth Fashion styles:

18 Sources: Pan European focus groups 15-17 year olds . Youth Fashion styles Most Foot Locker customers are also casual, but hip hop, sporty and styler over-represented.

Objective:

19 Objective Build our footwear pillars by country and prioritize from the smallest store upwards. How : Formalize the usage of market data (and start with the customer). Buyers Identify key pillars by category and total FTW group. Align individual creative/business targets and macro product strategy. Market specialists prioritize the pillars from smallest to largest in their markets. Lay out seasonal marketing flow. Work to the seasonal roadmap.

Media consumption:

20 Sources: OMD’s Propietary Millenials Study, 2011 Media consumption Waking up: Mobile phone, alarm clock, check texts, catch-up TV via laptop Over breakfast: Email, Facebook, TV news Commuting: Mp3 players, newspapers During the day: Texting, internet browsing via PCs and mobile web (email, Facebook, Youtube, Amazon), magazines, music on the go Majority of media in the evening: Live TV, catch-up TV via computers and DVR, gaming (Nintendo DS, Xbox, Playstation 2, Wii, consoles), internet browsing on PCs and laptops

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