Etude de cas Toms Shoes

Résumé du document

Il s'agit d'une étude de cas en anglais sur TOMS Shoes et sa stratégie de responsabilité sociale et environnementale. L'étude répond aux questions :

- What are the key elements of TOMS shoes' competitive strategy? Is the strategy best described as low cost, differentiation, or best cost? Has the company focused on a niche or chosen to pursue the broader footwear market?
- In what ways does TOMS exercise its commitment to corporate social responsibility?
- How does TOMS' dedication to corporate social responsibility contribute to its competitive advantage?
- What is TOMS Shoes situation like? What are its internal strengths and weaknesses? Its external opportunities and threats?
- What evidence suggests whether TOMS shoes strategy is working? Does it have a competitive advantage? Is its financial performance improving or declining?
- What strategic issues should TOMS shoes management and investors be most concerned with? Are there possible improvements to its competitive strategy? Are there internal weaknesses or external threats to its well-being that must be addressed?

Il y a une analyse SWOT, une introduction et une conclusion.

Extraits

[...] Financial results (until 2014/2015) 11. Storytelling: how TOMS sell a story with the product 1. Not enough financial resources to implement efficient communication strategy 2. Follower position on the market (global market shoes) OPPORTUNITIES THREATS 1. Sustainable growth of the company 2. Increasing notoriety of the brand across the globe 3. Sustainable market is increasing (market shares since 2013) 4. New purchasing trends: awareness of the customers about social and environmental impacts 5. Partnership with Giving Partners enables to spread the donation network 6. [...]

[...] The numerous assets of the company (social and environmental policy, social media strategy, suppliers network, etc.) could be used to develop new product lines. Finally, TOMS Shoes should widen its strategy and its value proposition so that it fits to a broader approach and to a broader market. They would therefore keep their positioning and increase both their sales and their impact. Conclusion TOMS shoes business model is based on an apparently simple message: when I buy a pair of shoes, a child in need somewhere in the world gets one too. [...]

[...] It also enables to guide the suppliers into a more sustainable way of making business. oo About ethics in business: TOMS is member of American Apparel Footwear association and Fair Labor association. This adhesion underlines the will of the company to go futher on ethical, social and environmental topic related to the industry of fashion. Also, TOMS shoes makes prevention for its own employees on ethical topics (such as slavery). oo Of course, TOMS shoes CSR strategy is mostly known for its charity program, One for One. [...]

[...] Indeed, the social impact of this policy is not really measurable. Even if it helps children in their daily lives, it does not solve long term problem such as lack of access to education, healthcare, poverty etc. in third countries. TOMS Shoes can orientate its strategy toward a deeper and more long term oriented charity system to make its social impact becoming more consistent. In the future, the "One for One" strategy could appear as a merely marketing campaign with low social efficiency. [...]

[...] This charity business model associated with other powerful assets enabled TOMS shoes to become a successful company. Today, this strategy could struggle. To make it a complete sustainable competitive advantage, TOMS Shoes has to turn this social business strategy into a new model and to improve the way it helps people in need by addressing the real roots of the poverty. By favoring the stimulation of the local economies in third countries instead of putting a band-aid on a wooden leg. [...]