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COMPANY BACKGROUND

Smart Shoes Pvt Ltd was founded in 1985 in Karachi to provide a wide range and variety of shoes in the local and international market. While Smart Shoes Pvt Ltd has grown to a 500 million Rupee business, sales fluctuate widely from year to year and profits are less than a 50 million Rupees per year.

To reverse this unsatisfactory performance, and reduce dependence on existing products of the company, Smart Shoes Pvt Ltd is considering the feasibility of producing and marketing a new product within its "smart casual" product line. Currently, it has three product lines: smart formal, smart casual and smart regular. It plans to expand its product line for casual shoes. It plans to introduce a new product in the form of joggers within this product line. The name of the product will be Mach II.

Consumer surveys indicate that with the exception of some people, response to the Mach II idea has been extremely positive from most of the target audience.

The purpose of this plan is to develop a marketing strategy to introduce Mach II into the market and achieve profits of Rs. 55 million by 2005.

MARKET ENVIRONMENT

This section discusses the actors and forces outside marketing that affect the company's marketing management's ability to develop and maintain successful transactions with its customers. The macro-environmental factors for the local target audience for Mach II (i.e. in Pakistan) that affect the company are discussed below.

Demographic forces

In Pakistan (the local market for Mach II) a large proportion of the population comprises of children and teenagers. Secondly, the population density is very high in certain cities like Lahore, Karachi, Multan, and Rawalpindi, etc. Most of the people who wear joggers belong to these urban areas. Thus the growing population in the country may indicate a potential for growth in target customers.

Economic forces

Over the years the national income of Pakistan has increased....