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Table of Contents TABLE OF CONTENTS2 EXECUTIVE SUMMARY3 INTRODUCTION AND BACKGROUND4 COMPANY DESCRIPTION4 MARKET DESCRIPTION4 MARKET COMPETITION4 PRACTICALITIES5 ANALYSIS6 BCG GROWTH-SHARE MATRIX6 SWOT ANALYSIS7 ANSOFF GROWTH STRATEGY MATRIX8 CONCLUSION RECOMMENDATIONS9 BIBLIOGRAPHY10 Executive Summary This report will give a forecast on Weatherpruf Show Waxes Ltds expected sales for the coming year based on market research and through the use of strategic analysis techniques The market for wax-based shoe polishes is dramatically shrinking due in part to the latest product developments on the market specifically the introduction of liquid shoe polishes and to the altering consumer methods of use of shoe care products Because of this altering market environment the established business of Weatherpruf Shoe Waxes Ltd will not survive in the long run The company must flow along with the changes and take advantage of them Weatherpruf must develop its present product and enter the market with several new products The development of its present product Weatherpruf Wax must glide along the following path Produce the wax in more colors at least in as many as the major competitor New uses for the product must be researched for example using the wax to improve the appearance of briefcases etc Suggested new product developments The introduction of shoe care accessories for instance a wax applicator Non-leather foot wear care products Developing a Weatherpruf liquid polish to enter the growing and highly profitable market of liquid polishes Marketing activities must also be rethought Following the RD stage of the strategic shift as presented in the report a marketing campaign must be launched to ensure the success of the new and improved Weatherpruf product range Introduction and Background The aim of this report is to provide Weatherpruf Shoe Waxes Ltd with a sales forecast for the coming year due to concerns about the future outlook of the shoe wax market In order to be able to successfully carry out this task first
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