TOMS SHOES BUSINESS FORMAL REPORT

Topics: Social responsibility, Strategic management, Corporate social responsibility Pages: 8 (2196 words) Published: December 19, 2014


TOMS SHOES BUSINESS STRATEGIES
2012 Formal Report

Prepared by Natali Levi
COMM 103
Nicholas Bredie
13.30

Report Distributed April 25, 2012

TABLE OF CONTENTS

EXECUTIVE SUMMARY…………………………………………………………….3

INTRODUCTION………………………………………………………………………4

Background…………………………………………………………………..4
Purpose………………………………………………………………………...4
Scope………………………………………………………………………........4

RESEARCH & FINDINGS……………………………………………......................5

About TOMS and Mycoskie…………………………………………….5
The Importance of Shoes……………………………………………….5
Comfort and Fashion……………………………………………………..6
Social Media………………………………………………………………….6
Philanthropy & Business Model……………………………………..6
Consciousness-Raising…………………………………………………..7

CONCLUSION AND RECOMMENDATIONS………………………………….7

REFERENCES….………………………………………………………………………..8

EXECUTIVE SUMMARY:

TOMS Shoes is a for-profit company, which has combined with a philanthropic component. One-for-One campaign enhances the company’s reputation. For every pair of shoes the company sold, the company would match a pair for a child in need. This company started doing business in 2006 and reached to give the 1,000,000th shoe 4 years after in September 2010, in San Pedro, Argentina. Now TOMS Shoes are sold in 22 countries and carried by over 500 retailers. Company’s charitable distribution reached to 28 nations in need.

TOMS Shoes are derived from TOMorrow, Blake Mycoskie chose this name for a better tomorrow. After a big discover, Mycoskie found the impact of shoes which are shown below:

Protects from hazardous injuries
Protects from the Podoconiasis disease that is transmitted from soil and worms. Education requires shoes

After the sales of the shoes reached to its peak, Mycoskie didn’t let replacements take over TOMS Shoes; but he created Eyewear and little after, he released a book ‘Start Something That Matters’. They were two other components of One-for-One campaign. In his book, he explained the global movement he started. He also raised the awareness. He gave a chance to consumers to be benefactors without much effort.

Businesses with ‘Philanthropic Capitalism’ – companies that make a profit but incorporate philanthropy into its business strategy- have an opportunity: They pay less to social media. These companies get to be known by word-of-mouth or by the help of people who share it on the Internet. These companies also collaborate with celebrities in order to make the product stylish and make well known universally. Furthermore, many university students help to these companies with no charge. By this, the students participates in a philanthropic job, but more than that, the company make use of their talents with no return.

Based on this information, it is understood that to arouse attention is the most important part of a business strategy. Entrepreneurs create business that will make a difference in the world and social responsibilities are the biggest example of this. Nowadays, to open a philanthropic for-profit company is fashion and its growing day by day. TOMS release new products like eyewear and books in order to fight with new companies and replacements. Mycoskie started this company, consequently, the campaign for a better TOMorrow. TOMS is derived from TOMmorrow.

BACKGROUND:

TOMS Shoes is a company, which combines for-profit business with a philanthropic component. TOMS Shoes Company began selling shoes in May 2006. One for One campaign is the campaign that makes TOMS Shoes recognized. One for One campaign’s philosophy is for every shoe you purchased, a child in need will donated by the company. The first child who wore a TOMS Shoe was a New Mexican child. The founder of the company, Blake Mycoskie travels around the world and make all barefoot people wear a...
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