The purpose of this paper is to examine the issues related to the marketing practices\r\nimplemented by the Greek company, Leon Tamaris & Co, producing and importing footwear.\r\nThus, the companyââ?¬â?¢s target market and competition are examined, a PEST and a SWOT\r\nanalysis are performed and the marketing mix is presented.\r\nTo gain an initial understanding of the marketing practices employed by the company, the\r\ncase study method was employed, since its fundamental characteristic is the ââ?¬Å?focus on a\r\nparticular setting or eventââ?¬Â.\r\nThe findings showed that the company, despite the economic crisis that has hit Greece and\r\nthe strong competition has encouraging results, its market share remains stable and an\r\nincrease in its sales is expected. The companyââ?¬â?¢s products are of high quality and prices are\r\ngood, thus it has a good fame in the market as a company offering ââ?¬Ë?value for moneyââ?¬â?¢. It has\r\nits own retail network and well trained employees and is trying to select the right employees\r\nto best fill all the positions. The company conducts market researches to identify customersââ?¬â?¢\r\nneeds and assess their satisfaction.\r\nThis paper can add to the present pool of knowledge in the footwear sector, since it is one of\r\nthe very few that have provided an important insight in the marketing practices in the Greek\r\nfootwear sector. The results of the study support the findings of other studies mentioned in\r\nthe literature and they can be of definite interest and potential value to managers in this\r\nsector.
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