Case Analysis: Shoes for Moos, Inc.

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Case Analysis: Shoes for Moos, INC. 1. Executive Summary Jim Wells is an owner of Wells’ Work and Casual Wear in Elmira, Ontario. His brother-in-law, Tom Byers, is a classifier working in the Holstein Association of Canada. Now Shoes for Moos is only a potential company built by Jim and Tom. The special shoes, combined with foot treatment, easy cleaning, durable and reusable, are inspired by local farmer’s sick cow suffering from foot disease. Jim and his brother-in-law have around $25000 they could invest without affecting their current life. Now Jim wonders whether they would start this new venture. 2. Situation Analysis The current environment in which Shoes for Moos find itself can be learned from a brief SWOT( strengths, weaknesses, opportunities, threats) analysis. Figure 1 shows the internal and external factors influencing the market opportunities for Shoes for Moos. Figure 1 SWOT Analysis for Shoes for Moos Internal Factors | Strengths | Weaknesses | | | | Management | Experienced family owned entrepreneurial management | Jim and his brother-in-law can't focus on this venture because of their own jobs | Offerings | Unique, high-quality, reasonable price products | Two competitors: one provides lower-quality, cheaper products. The other were intended for clinical use, high price products | Marketing | Potential identifiable distributor and promotion plan | No distribution network; lack of experienced salesman | Manufacturing | Sole manufacturer ensures excellent quality, good research and development capabilities and available manufacturing capacity | Minimum amount for ordering-goods of 100 shoes | R&D | Professional efforts to ensure improved quality and better product design | Test process spent too much time and samples are not big enough | Finance | No debt | Limited capital investment of $25,000 |

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