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Outline o Situation Audit o Objectives o Strategic Options o Recommendation Situation Audit Shoe Polish Market Includes solid waxes and liquid polishes Liquid polishes increase 20% per year Market stands at 300 million per year Waxes: two-third by volume 50% by value Product background High quality solid shoe waxes in black, light and dark tan colours Sales achieved through high street specialty shoe shops&supermarkets Great reputation in protecting the shoes and enhancing their appearance Production experience No recourse to media advertising Market leader in solid shoe waxes(50%) Competitors Bloom-Smart Shoe Co.(30%) - Distribution (aggressive selling) in grocery multiples - Extensive advertising to create brand awareness - Wider range of colours - Strong will power for dominating the market Competitors Scuffer-Smart Shoe Co.
Approximate Word count = 464
Approximate Pages = 1.9
(250 words per page double spaced)
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