Final Exam MXT201 02 Summer22 QUESTIONS.pdf - Adobe Acrobat Reader DC (64-bit) File Edit View Sign Window Help Home Tool

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Final Exam MXT201 02 Summer22 QUESTIONS.pdf - Adobe Acrobat Reader DC (64-bit) File Edit View Sign Window Help Home Tools Final Exam MKT20... * BACKGROUND 2 / 9 59.3% ... SCHOOL OF S ETIKA, AN EMERGING SNEAKERS BRAND Important Note: This is a theoretical case. Names, location, prices, surveys or photos are only used to illustrate this case Jull Widt Myriam, Salma and Omar, freshly graduated from American University of Sharjah in the UAE travelled around the world for one year between 2019 and 2020 to visit several Fashion factories in Asia (China, Vietnam and Bangladesh), Europe/North Africa (Portugal/Spain/Morocco) and South America (Brazil). They understood the industry and were shocked by some of the working conditions and the impact the industry had on the environment. Myriam, Salma and Omar knew they had to act now. LAUNCH OF ETIKA Combining their expertise (Management, Marketing and Management), their creativity and their passion for sneakers, they decided to launch Etika in Brazil in 2020, a Brand that would offer stylish and sustainable sneakers. Raw materials (leather, cotton, rubber) are sourced ethically and sustainably. Moreover, Etika is constantly promoting Fairtrade practices. Having a positive impact to the environment and its stakeholders was a priority. From a pricing perspective, Etika is positioned between Luxury Brands and Athletic brands such as Adidas. VALUE CHAIN Etika buys the raw materials from small local producers. Around 60% of the raw materials are the left over which gives a sustainable edge to Etika. Etika would pay the local producers 10% higher than the market price to ensure a higher income for the local producers. Sneakers would then be manufactured at Etika's warehouse in Brazil. Myriam, Salma and Omar were convinced that working only 4 days a week would have a positive impact on its employees and the overall productivity. Type here to search BI D Sign
Final Exam MKT201 02 Summer22 QUESTIONS.pdf - Adobe Acrobat Reader DC (64-bit) File Edit View Sign Window Help Home Tools Final Exam MKT20... * 2 Etika offers its sneakers via its own website and 4 exclusive retailers in Los Angeles, London, Paris and Milan. 70% of EtKa revenue is generated online. 3 / 9 59.3% - www Etika started giving back 1% of the generated revenue to vulnerable communities in 2022. As such, Etika collaborates with local NGOs to fund long-term educational program. COST STRUCTURE AND PRICING . Cost of Raw Material for one pair of sneakers: US$15 Marketing and paid ads (Fixed Costs): US$12,500 . To produce one pair of sneakers: It requires the work of 2 employees and 1.75 hours/person at the rate of US$2 per hour . The warehouse that serves as a factory and office costs: US$120,000 . Cost of recycled Packaging and shipping for one pair of sneakers: US$1 CONTEXT Inflation is a global concem. High prices inevitably reduce demand. Some households have been paying higher prices for fuel recently which means that they have less money to spend on other items. However, it drives new behaviours like working from home and ordering more often online. According to the International Monetary Fund (IMF), Global growth is expected to slowdown from an estimated 6.1% in 201 to 3.6% in 2022¹. CASUALIZATION IS GROWING Casualization is on the rise across all sectors and demographics. Moreover, this casual wave has been amplified since Covid-19. The dress codes have changed even in more formal sectors such as investment banking making suits and the optional. This isn't only driven by younger generation; the older generations are just looking for more comfortable shoes (and cool). LUXURY BRANDS ARE JOINING THE TREND Luxury Brands are joining the casualization trend and are offering streetwear clothes and sneakers. This includes for example the B23 sneaker from Dior or the "chunky sneakers from Balanciaga (Triple SP. Collaborations never stop...Gucci has recently collaborated with Adidas to launch a successful new clothing and sneakers collection. Type here to search # □ Sign
Final Exam MKT201 02 Summer22 QUESTIONS.pdf - Adobe Acrobat Reader DC (64-bit) File Edit View Sign Window Help Home Tools. Final Exam MKT20... x American University of Sharjah SCHOOLART 4/9 59.3% Type here to search www الجـامـعـة الأميركية في الـشـارقـة RISE OF LEATHER ALTERNATIVES The interest of consumers in leather alternatives are on the rise. Surveys have found that 23% in the US and 37% in the UK think that leather is inappropriate material to produce clothing with. Indeed, the tanning process is known for its heavy use of chemical that can affect the health of people involved in the process and pollute the water. Some leather alternatives are made from agricultural waste like apple or mangoes, though, it is difficult to maintain the product quality. Etika is watching some options closely. THE POWER OF ADVERTISING Advertising allows brands to communicate with consumers. Often, it is said, that after a few years without any type of advertising, the brand is often forgotten by consumers. Your head of Marketing has always been creative in its communication and fixed an advertising budget based on the price of the previous year's operating expenses. They received some earned media due to their amazing entrepreneurship story. I Sign X
A. Analyze the macroenvironment of EtiKA by focusing on Economical, Socio demographic and Environmental. Precise for each of your point if this is an opportunity or a challenge for Etika. B. Analyze the microenvironment of EtiKa by focusing on Customers and Competition. Precise for each of your point if this is an opportunity or a challenge for Etika.