Mission IT shoes has the mission to offer stylish and trendy shoes to ladies and the shoes will provide comforts to their feet while enjoying time inside the bar and restaurants. Business opportunity The French market is complemented with optimism for players planning to enter shoe business. Women in France do not prefer to wear uncomfortable high heel shoes while dancing inside bar and restaurant hence there is a possibility that they will chose ballerinas for the sake of self comfort (Kelly, “Coming to a Club Near You: Disposable Shoes in a Vending Machine”). The vending machine installed by IT Shoes will sell ballerina at €7 which is cheaper in comparison to branded shoes offered by companies like Adidas, Nike and Puma to people of France. Although companies like Rollasole and Afterheels are selling ballerina shoes through vending machines in countries like UK, USA and Australia but they their penetration in French market is low hence IT shoes has the opportunity to cater to the demands of an untouched market (Fleming, “Flat shoes in a flash! Vending machines that dispense ballet flats to stiletto-sore party girls take U.S. clubs by storm”). The business venture has the opportunity to consolidate business opportunities in the country due to absence of any market leader. Industry Environment Although the shoe industry in France is multidimensional due to presence of various players but such multidimensionality is absent in disposable Shoes industry. The idea of buying flat shoes from vending machine installed in the night club is literally new for French people. Disposable shoes are targeted towards female clubbers in the age group of 18 to 35 years who visit bars and night club frequently (“Students' steps to help clubbers”). Ladies do not prefer to wear high heel during tiring dance session in night club in order to save their feet from pain and discomfort. Partners of IT Shoes like Night club owners, third party contractor and suppliers play crucial role in deciding the direction of the business for disposable shoes. Companies in Shoe industry of France need to outsource the production facility in order to decrease overall cost of value chain and cost of goods sold. IT shoes will outsource the production activity to Morocco (Moroccan American Trade & Investment Centre has pointed out that production cost in Morocco is $219.71 which is way below than France) in order to decrease overall cost of production (Moroccan American Trade & Investment Centre). The disposable shoe industry is dominated by two players such as Rollasole and Afterheels. These players offer disposable shoes at competitive price but their offering lacks in style and aesthetics. For example, Rollasole’s shoes are handy because customers can roll it inside the bag but their offering fails to deliver the aesthetics and style statement to ladies while Afterheels offer environment friendly ballerina but their offering also lacks style quotient and aesthetics.
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