Case Type: Growth Strategy
Case Style: Interviewer Led
Industry: Footwear
Case Type: Growth Strategy
Industry: Footwear
Case by Deloitte CONSULTING
Duraflex is a German footwear company with annual men’s footwear sales of approximately $1 billion. They have always relied on the boot market for the majority of their volume and in this market they compete with three other major competitors.
Together, these four brands represent approximately 72% of the $5 billion German men’s boot market. The boots category includes four main sub-categories:
Work boots, casual boots, field & hunting boots, and winter boots. Work boots is the largest sub-category and is geared to blue collar workers’ who purchase these boots primarily for on-the job purposes. Casual boots is the fastest growing sub-category and is geared more towards white collar workers and students who purchase these boots for week-end/casual wear and light work purposes.
The four key competitors in the market are Badger, Duraflex, Steeler and Trekker.
In the fall of 1998, Badger launched a new line of aggressively priced work boots. The strong success of this line has caused Duraflex’s management to re-evaluate their position in work boots. With limited additional resources, management must now decide if they should focus their efforts on competing with Badger in the work boot sector, or focus their resources on further strengthening their position with casual boots.
In January of 1999, Duraflex hired a leading consulting firm to conduct research to help management in its decision making.
Additional information (To Be Shared As Required)
Competitor Profiles
Badger and Steeler are both well established as work boot companies, having a long history and strong brand recognition and credibility among blue collar workers. At the other extreme is Trekker, a strong player in the casual boot market but a very weak player in work boots.
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This is an interviewer led strategy case where the candidate is required to help management at Duraflex decide on whether they should focus on competing with badger for gaining work boots market space or strengthen their position in casual boots space. Needless to say that final recommendation must be include facts derived using appropriate quantitative analysis.