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“Why is one firm more competitive than the other?”
Founded in 2006, by young entrepreneur, Blake Mycoskie, the TOMS brand has been a
thriving success. TOMS stands for shoes for tomorrow, “a company that would match every pair
of shoes purchased with a new pair of shoes for a child in need. One for One®” (About TOMS®,
2015).
“At TOMS, we believe we can improve people’s lives through business. With every pair
of shoe purchased, TOMS will give a pair of new shoes to a child in need. These shoes are
specifically designed for children’s environment and terrain. These are new shoes, made to fit
children 18 and under and only made to order. TOMS wants to ensure no shoes go to waste. The
‘One for One’ mission plays an important role in customer loyalty” (About TOMS®, 2015).
What are TOMS?
The TOMS classic shoe is inspired by an old-style, Argentine alpargata shoe which sits
atop a rustic rope sole. The materials that they have chosen include; natural hemp, organic
cotton, vegan resources and/or recycled polyester. Even all of their shoe boxes are made from
80% recycled post-consumer waste and are printed using soy ink. (About TOMS®, 2015)
Target Market Analysis
TOMS have chosen wisely at who their target market is. TOMS current target market
outfits, men and women, ranging from age 14-35. It targets fashion-driven teens and adults with
a need for a purposeful product. “TOMS three major market segments are teenagers, college
students, and single men and women who are price conscious” (Ahsmann, 2012).
Geographic:
Primarily the United States, in large cities such as; Boston, Los Angeles, Dallas, New York City
and Seattle. However, TOMS shoes are available in 30 countries. (About TOMS®, 2015).
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Demographics:
Young adults; youthful, forward thinking men and women around the ages of 18 to 35. High
school aged students around the ages of 14 to 18.
Psychographics:
Fast Forward, Media-savvy, green, involved in social causes, middle class and upper class.
Behavioral:
Fashion forward, comfortable, every day shoes at an affordable price, which still look good.
Competitive advantage
What started as a company has become a movement, a new lifestyle, which consumers
