[국제경영] 톰스 TOMS Shoes(영문)

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레포트 > 경제경영계열
2009.08.29
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[국제경영] 톰스 TOMS Shoes(영문)에 대한 자료입니다.

I. Introduction
II. Company Background
II.1. Why Shoes?
II.2. Story of Founder
II.3.What is TOMS? Founding story of One for One policy
III. Comparative Analysis
III.1. 4P Analysis
III. 2. STP
III. 3. SWOT Analysis
IV. Global Marketing Strategy
IV. 1. Competitor
V. Conclusion
V.1 Future of Toms shoes

본문내용

If the world were a village of 100 people,
 1 has AIDS
 3 are slaves
 14 are illiterate
 20 are malnutrition
 23 drink polluted water
 25 have no shelter
 30 are unemployed
 33 have no electricity
 40 have no shoes
 43 live under 2$ a day
 48 have no sanitation
 58 have parasite

This is why our group chose TOMS SHOES, Shoes For Tomorrow. A small social enterprise shoe company that donates a pair of shoes for each pair sold. In this material world that we live in today, it is very easy to forget that there are many unprivileged people on the other side of the world. We focused on the fact that it has a unique company policy to make donations and profits possible. For a successful research, our group had an interview with TOMS KOREA on May 15th 2009, prior to the class presentation. The office is located in Shinsa-dong, and the manager was kind enough to us and provided answers for many questions we asked.

 Why Shoes?
Shoes are part of our everyday life. They have gone beyond ‘need’s and now they are consumed as fashion items. Many of us own more than a couple pair of shoes. It is difficult to imagine our life without shoes. For these reasons, many people have been questioning TOMS about making changes in many peoples lives. Why shoes? Out of so many other things, why does TOMS donate shoes?
While giving away shoes, TOMS Shoes became more involved in this problem. They found out that for many people, shoes are more than just a fashion item, and means more than one’s style. They learned some important factors.
- In third world, walking is the main way of transportation. To go to school, or to get water, food, and medicines, children have no choice but to simply walk many kilometers. If they get the opportunity to wear some shoes, they can walk on dirt road much safely.
- As a part of required school uniform, children who are unable to wear shoes are not allowed to attend school. Unprivileged with education because of shoes, this means curtailment of children’s right to get educations.
- Wearing shoes prevents feet from getting cuts and sores on unsafe roads and from contaminated soil. Not only are these injuries painful, they also are dangerous when wounds become infected. The leading cause of disease in developing countries is soil-transmitted parasites that penetrate the skin through open sores. Wearing shoes can prevent this and the risk of amputation.
Of the world’s six billion people, four billion live in conditions inconceivable to many. Shoes that TOMS Shoes donate are making small but meaningful changes.

 Story of the Founder
Calling himself as the Chief Shoe Giver Blake Mycoskie is a small-business entrepreneur and dropout of Southern Methodist University. He also participated in a CBS reality show . Blake misses the first place at the race just by 5 minutes and looses the big prize. Putting behind the long and rough experience at the show, he takes a vacation to Argentina.
Travelling around villages in Argentina, Blake encounters poverty and health problems that local children are facing. He was interested in the situation and started to seek ways to help them sustainably. Blake came across a young polo instructor Alejo Nitti and came up with the idea of a shoe company. A company that donates a pair of shoes as they sell a pair of shoes, Shoes for Tomorrow, TOMS.
A very comfortable Argentina’s traditional shoe he enjoyed during his trip, alpargata, was the muse for TOMS Shoes design. Blake made about 200 pairs of shoes there and brought them back with him to California to sell to his friends. People loved that for a pair of TOMS they purchase, a child in need will receive a pair of TOMS. Started in May 2006, TOMS sold more than 10,000 pairs of shoes within just 6 months, and by the end of that year TOMS Shoes delivered 10,000 pairs of shoes to children in a small village in Argentina through a event they named Shoe Drop. By the following year, TOMS delivers 50,000 pairs of new shoes they sold in the United States, UK, and Korea to children in South Africa.
A young entrepreneur’s small wish started with only 200 pairs of shoes has now become many people’s wish of dreaming a world without children in bare foot. As of April 2009, TOMS has given over 140,000 pairs of shoes to children in need through the purchases of caring customers.

 What is TOMS?
Shoes for Tomorrow. TOMS SHOES. Stylish, Comfortable, Meaningful purchase
In the summer of 2006, a young man named Blake Mycoskie in the United States launched a shoes brand named TOMS SHOES. Lightweight shoes with a flat rope or rubber sole, depending on the type of shoe, leather inside, and a very simple canvas upper drew peoples’ attentions with its unique design. Many styles of TOMS are vegan as well. Meaning those shoes does not contain animal by-products an

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