Sustainable Value, Essay Example

An Analysis of a Shoe Company’s Marketing Plan

Social marketing practices in the twenty first century have created a forum of exchange based on information flows between consumers, companies and public relations. The once main staple of company promotion, the field of advertising presents yet one option in a slew of vehicles for expansion of the demand and life of commodities as they circulate from production to point-of-sale. The advent of the internet in the past thirty years offered companies a new sphere of crafting influence, and participatory communication about the product world has forged new links between consumers and their product choices. Companies such as Facebook, Myspace, Linked In, and Twitter offer this transformation a multi-faceted space for articulation of interests that affect brand identity and engage social trends. The foregoing analysis examines how social marketing has enabled Tom’s Shoes, a Venice, California shoe company to attract consumers to their product through social cause marketing and international humanitarian activities toward the promotion of communicative praxis, and ultimately sustainable growth.

Innovations in chain management practices, and particularly integrated IT operation systems networks dedicated to Retail Operations Inventory (ROI) capture, have enabled a ‘total system’ approach to fiscal and inventory control, logistics, operations, and market research. Since the emergence of the globalization as a factor in  market agreements in the 1980s – where the flow of capital has rapidly accelerated changes in ideological production and methodologies of commerce and trade – there has been much interest in streamlined oversight of research and development toward seamless interface with market data, and in particular in dissemination of knowledge about products. Quite a bit of those efforts have found their way into a world business culture that underscores consumer ‘insight’ application to product modeling, and has extended the reach of internal knowledge about attitudes toward price and other details that might influence decision making. Tom’s Shoes shares knowledge with customers, and serves as a conduit for the exchange ideas. Finally, social responsibility replicates a growing trend as companies seek to promote stronger employee relations with both the community. Careful attention to consumer confidence or ‘consciousness’ as identified in the Company’s vision contracts suppliers and other partnered participants in the charitable sector into early stages in the marketing chain; putting the retailer in the position to benefit from everything from up-to-the-minute communications to shifts in policy relations that might impact the Corporations identity management.

References

ADWEEK (2010). Retrieved at: www.adweek.com

Hitt, Black & Porter (1995). Management. Upper Saddle River: Pearson Education, Prentice Hall.

Tom’s Shoes (2010). Retrieved from: http://www.tomsshoes.com