Case Study TOMS Shoes

Brief reminder

• All begin during a trip in Argentina

• Concept: one for one

• 400 000 shoes gave since 2006

• 2008 forecasts: 300 000 shoes

 Keys barriers of internationalization if Toms shoes expands in Europe

• Knowledge of the market:

– shoes market already crowded: Need of a strong
communication
– A different customer behavior: more skeptical about this
kind of concepts
– How does he want to manage the European distribution?

• Insufficient finances:
– Installation & development costs
– Is the product adapted to the European market?
The driving forces for the early internationalization of TOMS Shoes?

A trip in Argentina leads Blake Mycoskie to be conscious of:

– the need of shoes for poor children, especially in developing countries
– the shoes in developing countries prevents feet from getting cuts and
sores
– they also prevent infections and disease transmitted by parasites in the
soil
– Many times children can't attend school barefoot because shoes are a
required part of their uniform.

As he didn’t have any experiences in charity, he thought that a business is much

more sustainable than charity
 The internationalization is made by connecting a person of a rich country to
the third world

Also thanks to internet, the brand is spread over the world : Toms shoes is
present in many websites and works with the word of mouth
Case Study- Elvis PRESLEY
 Motives for the internationalization

• Elvis Presley “The King” is a world famous icon and one of the most
important figures of 20th-century popular culture

• He is the best-selling solo artist in the history of popular music

• His music still attract the public:

– “ A little less conversation” remix became a hit in 2002

• To keep is memory alive and to make profit with is name
 Suggestions to maintain a steady income streams from abroad (1/2)

KEY of the success: “Keep the memory of the King alive”

TWO MAIN THINGS TO DO:

• FIRSTLY: Keep what is already time-tested - Carrying on:

- maintaining the buzz on his dead
Means: TV documentary, articles in revues, on the Internet….
Aim: improve his international notoriety, the desire to know more about
him.

- celebrating the Elvis anniversaries with international shows

Means: Special TV shows, add in press
Aim: use these shows to launch new products (remix, best of,…) abroad.
 Suggestions to maintain a steady income streams from abroad (2/2)

• SECONDLY: Adapt what already works in the US on the web in order

to be positioned on the international market

For instance, create an Internet site where it’s possible:

- to visit the Elvis’s mansion on line
- to buy spin-off products: tee-shirt, hat,…
- to find recipes to cook as Elvis
- to learn how to sing as Elvis
-…
 Most obvious assets for further internationalization of EPE

As in most cases of dead artists business, here are the main assets for further
internationalization of EPE:

- Continue to sold EPE’s songs/albums

- Release of best ofs

- Release of books/photo albums/concerts

BUT : in this context, the key notion when it comes to release existing content, is to bring
EXCLUSIVITY to the customers:
Rare or exclusive recordings, songs, videos, photos, letters….

- Promote Graceland = must become a key destination for fans or toursits

- Movie (cf. Michael Jackson, Ray Charles…)

BUT : Act Glocal : release content at a national scale, according to people specific will.