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Situation Summary Antwerpen Imporor Co Ltd a leading import company in Belgium received the sales license of a new high-class make of shoes named Lightfoot recently The Lightfoot was developed to significantly improve the way of todays life style Lightfoot will be positioned as a high-end product both in fashion style and comfort The product will be sold via company website and 5 stores located in Brussels Antwerp Ghent Brugge and Leuven The product will be launched to market by August 2003 The potential market for Lightfoot is very promising in Belgium Belgium has the 6th highest per capita income in the world In 2002 Belgium had a per capita rate of approximately 22941 As a result Belgians enjoy a high level of disposable income and have the financial means to consider life style the strongest growth sector in the Belgian expenditure Future consumption market should still continue to increase The financial projection for year 1 is a net margin of 282500000 EURO The management and sales force team members have a strong background in the fashion industry The General Manager was former the former business development manager for Shoeslock the Director of Sales and Marketing was formerly chief sales manager for Nike Belgium Objectives Mission To lead the market of quality shoesfashion industry in Belgium with an aim of achievement in both brand names and profit Target In the first fiscal year lto reach the medium selling price at an average of 22500 Euro for ladies and 26500 Euro for Gentlemen respectively lto reach the total sales of 867500000 Euro as the turnover lto reach a 7500 Euro of net margin for Ladies and 8500 Euro for Gentlemen respectively lto occupy a 30 of the market share lto build the public brand awareness in the fashion industry of Belgium In the second fiscal year lto reach a 20 increasing of the sales lto reach a 20 of the net margin lto occupy a 35
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