Foot Locker Case Analysis

Case 13 – Lady Foot Locker

1. Preparation

Have a table writer:

2. Analyze and Record Problems and Their Core Elements

Time?

February 1997

Give outline & introduce discussion:

Bill Wyatt, general merchandise manager at Lady Foot Locker, is faced with a decision about launching a campaign with signature products. The campaign should be based on a celebrity endorsement with Rebecca Lobo (most popular baseball player in the WNBA). The collection is intended to be made in cooperation with Reebok.

LFL is part of the Woolworth Athletic Corporation, GM is Kathy Daveport

Who are we?

Consultancy for foot locker - Support Bill and his team in his decision making and prepare for meeting with Kathy and Reebok

What industry are we in?

Women Sports footwear

Who are our customers?

End customers, as LFL is a retailer

3. Analyze and Record the Current Situation – Facts

Phase I. Environment

Economic Environment:

Nope

Social E.:

Sales for women shoes are not as great as for men’s or kids’ shoes (does anybody think social factors are a reason?).

Political E.:

nope

Environmental E.:

nope

Technological E.:

There are many innovations with cushioning technologies. What is your opinion, is every special cushioning technique really an innovation or a me-too USP?

Legal E.

nope

Phase II. Industry

General:

• Total athletic footwear sales going down (to est. 324 pairs in 1997)

percent of total footwear going down – does anybody know the reason? Experts say that there is a shift to sandals and casual footwear

• Is the industry mature and what does this mean for competition?

• How do companies try to increase sales?