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Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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Shoes for All: Concentration Baby Mr. Abraham Alvarez started his shoes store in downtown Bacolod in 1981. He named the store "Shoes for All". Sales increased slowly but steadily for the first ten years of operations. In the stores' shelves are shoes of different sizes and shapes and are meant for all ages, sex and cultural inclinations. There were only five shoes store of note when Mr. Alvarez opened his business. By 1985, three more shoes stores opened along the city's street where his store is located. Mr. Alvarez is getting his supply of shoes from several factories in Marikina. Some of his stocks come from various importers of shoes. The factories in Marikina, where the bulk of his stocks come from, were starting to specialize. The effect was that some of the product items were dropped in favor of increasing volume for the items that were retained. This would mean that if Mr. Alvarez would like to continue carrying all sorts of shoes, he will have to deal with more factories. As the years pass, he feels that competition in his business is getting fierce and suppliers are becoming less accommodating. He no begins to consider limiting his assortment of products to fewer but more selections. This, he thought, will provide him with enough efforts to concentrate on the fewer items. He is now thinking of preparing a list of the different items he is carrying in his store for an objective delisting of some items. When he placed the first item under close scrutiny, he could not make up his mind on whether to drop the item or not. He could not find a basis for making a decision. With this, he dropped what he was doing and started pondering on how can make the exercise more scientific. 1.What is the case all about? 2.What is the major problem of Mr. Alvarez? If you were asked, how would you indicate to solve this problem? 3.Why is market-share forecasting important to the firm?

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