Executive Team

Petya Denitsa Paula

Slavcheva Kirilova Tomuta
CEO Executive Marketing COO
ID: 2121739 Director ID: 2019522
ID: 2121741

Company Name: GoSneakers

Module Title: Executing Business Strategy
Module Code: MOD003337
 VISION
“To become a place where everyone begins their journey
Overview of GoSneakers with a smile and the highest quality pair of sneakers
without breaking the bank, while maintaining exceptional
customer satisfaction, and corporate social responsibility”

MISSION
“We consider it our mission to guarantee the
best service by offering high-quality
sneakers, effective communication,
innovations, and style.”

Generic Competitive Strategy:

Quality Leadership / Broad VALUES
Differentiation • Corporate Social Responsibility
• Integrity and Honesty
• Quality standards
Balanced Scorecard Institute (2023) • Innovation
Porter, Kim, and Mauborgne (2011)
 Financial Objectives
•Increase Net profit by 40% by the end of 2027.

GoSneakers •Increase Gross profit margin by 50% by the end of 2027.

•Increase Return on total assets (ROA) by 20% by the end
of 2027.
•Increase Return on Equity (ROE) by 25% by the end of
2027.

Strategic Objectives
•Gaining a 20% total market share in women’s and men’s
markets by the end of 2027.
•Gaining a 65% total market share in the kid’s market by the
end of 2027.
•Overtaking key competitors on quality performance and
customer service by the end of 2028.
AchieveIt (2023)
Thompson, Peteraf, Gamble, Strickland (2017)
 2023 2024 2025 2026
Net turnover £1,495,580.00 £836,212.00 £761,830.00 £4,717,747.00
Cost of sales £819,077.00 £347,058.50 £420,165.59 £2,584,347.49
Gross margin £676,503.00 £489,153.50 £341,664.41 £2,133,399.51
Selling and operating expenses £189,000.00 £137,000.00 £277,000.00
General and administrative expenses £391,000.00 £712,479.46 £674,828.61 £907,199.91
Sum of costs £391,000.00 £901,479.46 £811,828.61 £1,184,199.91
Net sales result £285,503.00 -£412,325.96 -£470,164.20 £949,199.60
Other costs and income £17,564.56 £271,701.70
Operating profit £303,067.56 -£412,325.96 -£470,164.20 £1,220,901.30
Net interest payable £18,000.00 £126,000.00 £108,030.32 £89,182.30
Profit ordinary activities before taxes £285,067.56 -£538,325.96 -£578,194.52 £1,131,719.00
Retained profit £285,067.56 -£538,325.96 -£578,194.52 £1,131,719.00

(Edumundo, 2023)
 PESTLE ANALYSIS

Political Economical Social Technological Legal Environmental

Factors Factors Factors Factors Factors Factors

Government Consumer Consumer Employment Sustainable

Automation
policy spending habits trends/tastes law resources
Four major key drivers of change in the
Political Consumer Rising min. Environmental
Labor costs Innovation footwear industry
stability buying habits wages restrictions

Industry Lifestyle Social Local labor Stable political climate (opportunity)

Inflation Ethical sourcing
regulations factors networking law
Labor costs, cost of living (threat)
Health and
Global trade Work-life Disruptive Supply chain Innovation, online shopping (opportunity)
Interest rates Safety
agreements balance technologies management
regulations
Eco-friendly and Sustainable businesses
Population Consumer (opportunity and threat)
Tax Cost of living Apps Procurement
demographics protections

Whittington, Regner, Angwin, Johnson, Scholes (2021)

CIPD (2023)
References
AchieveIt, (2023), How to Write Powerful, Precise Strategic Objectives & Goals [Online] Available at:
https://www.achieveit.com/resources/blog/write-powerful-precise-strategic-objectives/ [Accessed on 07 November 2023]#
Balanced Scorecard Institute. 2023. Strategic Planning Basics [Online] Available at:
https://balancedscorecard.org/strategic-planning-basics/ [Accessed on 06 November 2023]
CIPD, (2023). PESTLE example for the retail industry as of February 2023 – CIPD [Online] Available at:
https://www.cipd.org/globalassets/media/knowledge/knowledge-hub/factsheets/pdfs/cipd_pestle-template.pdf [Accessed on 08
November 2023]
Edumundo, (2023). [Online] Available at: https://managementsimulations.edumundo.com/sneakers/#!/result/balance [Accessed on
06 November 2023]
Harvard Business Review, Porter, M.E., Kim, W.C. and Mauborgne, R.A. (2011) ‘What Is Strategy?’, in HBR’s 10 Must Reads on
Strategy (including featured article ‘What Is Strategy?’ by Michael E. Porter). United States: Perseus Book LLC (Ingram).
Thompson, A.A., Peteraf, M.A., Gamble, J. E., and Strickland, A.J. (2021) Crafting and executing strategy: the quest for
competitive advantage: concepts and cases. 23rd ed., New York, NY: McGraw-Hill
Whittington, R., Regner, P., Angwin, D., Johnson, G., Scholes, K. (2021)., Fundamentals of Strategy 5th edn., Pearson: Harlow.
Whittington, R, Regner, P, Angwin, D, Johnson, G, and Scholes, K. (2023). Exploring Strategy – Text and Cases 13th ed.,
Pearson; Harlow.
Athleisure Footwear Industry Analysis Porter’s Five Forces

 Economies of scale  High Supply

 Access to supply or Availability
distribution  Low to Moderate
channels Supplier
 Capital Concentration
requirements

 High number of footwear

companies
Threat of  Low market growth rate Bargaining
 High marketing
Substitutes Power of Buyers
aggressiveness
(Low to Moderate) (High)

 Alternative
 Wide range of
Footwear
options
 Changing
 Price Sensitivity
Consumer
 Growth of e-
Preferences
commerce
 Lifestyle Changes

(Mordor Intelligence, 2023) (Hivelr. 2023) (Whittington et al., 2020) (Rowland, 2023) (Grand View Research, 2023) (Thompson et al., 2017)
 Simulation
Insights

 Limitations

 Porter’s Five Forces

- Competitive Rivalry - Moderate
- Threat of new entrants – Low
- The power of suppliers – High
- The power of buyers – High
- The threat of substitutes - Low

(Thomson et al., 2017) (Whittington et al., 2020) (Edumundo.com, 2023)

 Differentiation &
Innovation

 Technology Integration
 Customization & Personalization
 Sustainability & Eco-Friendly
Initiatives
 Collaboration & Limited Editions
 Brand Awareness & Brand Image
 Perceived Value

(Thomson et al., 2017) (Whittington et al., 2020) (Hart, 2023) (Swigunski, 2022)
 Reference List
Edumundo.com, (2023). Sneakers Incorporated [online]. Available at: Anglia Ruskin SN Oct 2023 LIVE by Edumundo [Accessed: 04 November 2023].

Grand View Research, (2023). Footwear Market Size, Share & Trends Analysis Report By Type (Athletic, Non-athletic), By End-user (Men, Women, Children), By
Region, And Segment Forecasts, 2023 – 2030 [online]. Available at: Footwear Market Size, Share, Growth Analysis Report, 2030 (grandviewresearch.com)
[Accessed: 04 November 2023].

Hart. M. (2023). Product Differentiation and What it Means for Your Brand [online]. Available at:
Product Differentiation and What it Means for Your Brand (hubspot.com) [Accessed: 06 November 2023].

Hivelr, (2023). Nike (NKE): Porter’s Five Forces Industry and Competition Analysis [online]. Available at:
Nike (NKE): Porter’s Five Forces Industry and Competition Analysis – Hivelr [Accessed: 04 November 2023]

Mordor Intelligence, (2023). Footwear Market Size & Share Analysis - Growth Trends & Forecasts (2023 - 2028) [online], Available at:
Footwear Market - Share, Industry Analysis & Trends (mordorintelligence.com) [Accessed: 03 November 2023].

Thompson, A., Strickland, A., Janes, A., Sutton, C., Peteraf, M., Gamble, J. (2017). Crafting and Executing Strategy The Quest for Competitive Advantage: Concepts
and Cases [online]. Available at: https://read.kortext.com/reader/epub/152575?page= [Accessed: 06 November 2023].

Swigunski, M. (2022). How Business Leaders Can Create A Winning Differentiation Strategy [online]. Available at:
How Business Leaders Can Create A Winning Differentiation Strategy (forbes.com) [Accessed: 06 November 2023].

Rowland, C. (2023). Nike Inc. Five Forces Analysis (Porter’s Model) 5 th ed. [online]. Available at:
Nike Inc. Five Forces Analysis (Porter’s Model) - Panmore Institute [Accessed: 05 November 2023].

Whittington, R., Regner, P., Angwin, D., Johnson, G., Scholes, K. (2020). Fundamentals of Strategy, Pearson, [online]. Available at: Kortext | EPUB Reader
[Accessed: 05 November 2023].
 SWOT ANALYSIS

(GÜREL, 2017)

GÜREL, 2017

“SWOT Analysis is a simple but powerful tool for sizing up an organization’s

resource capabilities and deficiencies, its market opportunities, and the external
(Jay Barney, 1991)
threats to its future” (Thompson et al., 2007: 97).

Companies like NIKE use the SWOT analysis to help manage, coordinate, and plan
strategies for the current business environment. (Gupta, 2023)
Strengths and Weaknesses

(Edumundo Anglia Ruskin SN Oct LIVE, 2023)

Present Situation and Future Prospects

External market
opportunities for
growth and increased
profitability

(Business 2 Community, n.d.)

(Smith, 2022)
 Resource strengths and weaknesses

The basic assumption of a SWOT Analysis is that an organization must align internal activities with external
realities to be successful.

Our focus on quality can lead to a strong present situation with a solid brand reputation and high customer
satisfaction.

It positions us for promising future prospects, including:

▪ sustainable growth,
▪ market leadership,
▪ innovation, and
▪ customer loyalty.

However, managing costs and staying adaptable in the face of market trends and competition are ongoing
challenges.

Considering external and internal factors is essential

because they clarify the world in which the business or
the unit operates, enabling it to get a better envision
for the desired future. (Pahl and Richter, 2009: 4-5)

(McKinsey & Co, 2022)

 Reference List
Barney, J. (1991) ‘Firm Resources and Sustained Competitive Advantage’, Journal of Management, 17(1), pp. 99–120. Available at:
https://doi.org/10.1177/014920639101700108.
Business 2 Community. (n.d.). Does Marketing Automation Hurt or Help Customer Intimacy? [online] Available at:
https://www.business2community.com/customer-experience/does-marketing-automation-hurt-or-help-customer-intimacy-0243519. (Accessed 05 November
2023).

Edumundo Anglia Ruskin SN Oct Live (2023) GoSneakers Decision / Marketing / Product Year 2026. Available at: Anglia Ruskin SN Oct 2023 LIVE by
Edumundo (Accessed 01 November 2023).
Gupta, S.K. (2023) Nike SWOT 2019 | SWOT Analysis of Nike | Business Strategy Hub, Business Strategy Hub. Available at: https://bstrategyhub.com/swot-
analysis-of-nike-nike-swot-analysis/. (Accessed 03 November 2023)

GÜREL, E. (no date) (PDF) SWOT ANALYSIS: A theoretical review - researchgate, SWOT ANALYSIS: A theoretical review - researchgate. Available at:
https://www.researchgate.net/publication/319367788_SWOT_ANALYSIS_A_THEORETICAL_REVIEW (Accessed 04 November 2023).

McKinsey & Co (2022) Choosing to grow: The leader’s blueprint. Available at:
https://www.mckinsey.com/capabilities/growth-marketing-and-sales/ourinsights/choosing-to-grow-the-leaders-blueprint (Accessed 06 November 2023)

Pahl, N. and Richter, A. (2009) SWOT Analysis. Idea, Methodology And A Practical Approach. GRIN Verlag.

Smith, P. (2022). Topic: Global footwear market. [online] Statista. Available at: https://www.statista.com/topics/4571/global-footwear-market/#topicOverview.
(Accessed 06 November 2023)

Thompson, A.A., Peteraf, M.A., Gamble, J. E., and Strickland, A.J. (2021) Crafting and executing strategy: the quest for competitive advantage: concepts and
cases. 23rd edn., New York, NY: McGraw-Hill.

Whittington, R, Regner, P, Angwin, D, Johnson, G, and Scholes, K. (2023). Exploring Strategy – Text and Cases 13th edn., Pearson; Harlow.