Flawed ways to pursue competitive efforts that will successfully differentiate a company’s branded footwear from the branded offerings of rival companies include:
Failing to spend heavily on best practices training in all of the company’s production facilities.
Not changing prices for branded footwear — prices that are slightly below the industry-average wholesale price and the industry-average internet retail price — in all four geographic regions.
Failing to have a product line that includes 500 models/styles of branded footwear.
Underspending on branded and search engine advertising in all four regions.
Charging interest and wholesale prices that are too high to enable the company to be the market-share leader in these two segments in at least 2 of the 4 geographic regions.
Failing to spend more on mail-in rebates than any other rival in each of the four geographic regions and underspending on efforts to secure celebrity endorsement contracts.
Striving only to achieve weak differentiation (as opposed to strong differentiation) from the branded footwear offerings of other companies while pursuing competitive efforts to differentiate their product offerings.
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