MARKET RESEARCH OF SAFETY

FOOTWEAR

Project guide(s)

1.Mr.Mithlesh Rai
2.Prof. Sameer chaturvedi
By:
SAGAR SADHWANI
MBA IB- Sec B
Batch 2008-10
Amity Business School, Amity University Lucknow Campus
 Objectives
 To determine the trends and potential of safety footwear market in
U.S.A.


 To find trends in the global footwear industry.



 Research Methodology

 Descriptive Research.


 Secondary data was gathered from :

 Magazine
 Internet
 Libraries


 Official sources such as :

 Council of leather exports, Kanpur.

House of commerce , Kanpur.
Findings
 U.S.A is the biggest individual market in the world for shoes
consumption is about 2.56 billion pairs of shoe in which 98% of
footwear is being imported growing at 5.4% p.a.


 China is the largest producer and exporter of footwear in the world

and 83% of footwear is imported by china in U.S .


 Safety footwear segment :



 safety footwear segmented into :

 Synthetic safety footwear (82%)
 Leather safety footwear(18%)

Limitations


 Place.


 The confidentiality of the system created some problem in

getting information.


 Information on safety footwear segment as a whole was

difficult to gather.

Conclusion
 The summary of the ideas that emerged during the study of safety
footwear sector, in which the innovative technological aspect
detected and strategic trends that could lead to growth
opportunity .
 Using the Ansoff matrix concerning growth opportunities relating
markets (existing ones or new ones) to products (existing or
new).



 Recommendations
 Create a Marketing team.


 There is a need to upgrade the marketing skills in the critical area like :
 Segmentation
 Targeting
 Positioning
 Promotion
 Distribution


 Re-engineer and/or re-design current footwear range to these standards and

features. Get certification under ASTM (for USA).


 Travel to a major US and attend a major safety industry show to ascertain

marketing information.


 Have an agreement in principle with licensor that footwear can eventually be

exported to USA.


 To visit trade sites which offer trade relations.

 Have contact to middlemen which can be use full in entering the market.



Thank you

” feet are more

precious than
face ”