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Cody & Co. is a new brand in the shoe making industry of UK. However, they have enough experience in their field of shoe making sector for the modern man. They have an inspired collection of sneakers that are drawn from the inspiration of both Britain and the continent. They are also making continuous effort to break the traditional pattern of shoe making structure and moving towards sustainable practice. The report highlights the internal and external digital marketing strategy. It reflects the organizational strategy as well as marketing objectives. A digital marketing strategy and analysis has been provided. At last, the measurement of their activity, the review and certain recommendations have been provided which will help the organization to enhance their overall business pattern.
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Order AI-FREE ContentCody & Co. is a British shoe making footwear brand which is using predominant material at their Sheffield factory. They are only using premium material and takes the footwear making business seriously. The PESTEL analysis will help the organization to understand their current marketing position and will help them to expand.
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Cody & Co. is a made in UK shoe brand that showcase the wealth of experience of the maker. The footwear industry creates handmade sneaker for modern man. They are also inspired by impressive design and progressive looks that also include sustainable practice within their business environment. Evaluating the market of Europe, the company has a lot of highly appreciated customers but the competition is also large. Companies such as Crown Northampton, Draper of Glastonbury and Bill Tannery gives a lot of competition to Cody. They have a well-established market and is serving their customer since 1937.
It is important for the management of Cody & Co. to analysis their competitive analysis that will help them to understand their product differentiation and relevance. They will also have to focus upon the growth strategy and bring change in the taste of the customer. It is important that the customer react positively to their product and services. The SWOT analysis will help the organization to understand their market evaluate their presence.
The shoe manufacturing company has occupied a large customer base with their excellent products and services. Their hand made shoes are made with premium quality products are sold both in UK as well as throughout the world with their online market presence. The company is trying to expand their market to US and also thought of operation and expansion in Asia. However, the company has underperformed in the recent year because of the pandemic. However, they are trying to regain the market with their satisfying performance. Cody & Co. has also decided to showcase their product in retail stores and make extensive improvement in the field of sustainable practice. The company is trying to act both defensive and focusing upon growth characteristic. They are adding new spaces and creating growth characteristic by adding new spaces, developing their product mix strategy and enhance their productivity and improvement. They are continuously expanding their market and is focusing upon generating higher revenue with cost effective strategy. The company is also trying to create mid-range products for niche market and therefore working upon generating maximum presence in the market. The company has an important projection and future in both online and offline market. The handmade sneakers is the major demand of young boys and girls. The premium quality products have provided them excellent opportunity to satisfy the needs of the customer.
Digital marketing objective: This is a very helpful strategy by which the corporation will be known to the world in a very short period. Incorporating strategic marketing, there are many platforms where Cody & Co can launch their products, enabling them to be recognized by others.
Competitive strategy: This strategy is followed by the corporation so that they can create a product as per the rates, look, material etc. of the surrounding (Adelekan and Attah, 2021).
Market segmentation is a method of separating an aimed market into smaller, more elaborated categories. Generally, it sections into consumer and audience into different groups which can share the same features. However, there is four market segmentation analysis which Cody & co follows. The description is as follows:
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