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Essay text:
Footwear is expected to comprise about 60% of the total leather exports by 2011 from over 38% in 2006-07
• Growing middle class and growing buyer power leading customers to look for branded shoes.
• seasonality issues – sports is more of a rage in summers
• Lack of targeting of market segments for kids and women
Social
• lifestyle trends – upward shift
• demographics
• consumer attitudes and opinions changing favourably towards branded shoes
• media views
• consumer buying patterns
• fashion and role models
• buying access and trends
• advertising and publicity
Technological
• Competing technology development
• India offers benefits like low cost of production, abundant raw material, and a huge consumption market
• research funding in design and requirements
• manufacturing maturity and capacity
• information and communications
• consumer buying mechanisms/technology
• innovation potential
• technology access, licencing, patents
Porter’s Five Forces in the Indian Shoe industry
Reebok or Nike operates in the ‘upscale’ segment of the Indian footwear industry...
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