Week 4- The external marketing environment

Having a target market in mind when running a retail business is key, in Toms shoes case their target market are those influenced by the environment. With today's global warming issues influencing our everyday lives it is key for some to purchase eco-friendly items. Tom's espadrille sneakers are eco-friendly and vegan friendly the upper part of the shoes are made from hemp material and recycled bottles, they contain no animal materials. Aside from the fact that they are cruel free they are also a great comfort shoe to throw on for a walking day in the city. Tom's target market has also expanded to the fashion conscious, they can be found at high end luxury retailers such as Bergdorf Goodman. Some of their limited quantity espadrilles feature the art of N.Y.C and L.A street artists.

Week 3- Ethics & Social Responsibility

Ethics is defined as being the moral principles or values that is generally instilled in each individual, the difference between right and wrong. Business Ethics are applying right and wrong moral standard to your businesses situations. It goes hand in hand with social responsibility, the recognition that business activities have an impact on society. Tom's shoes is a business built on providing a need to society and giving back tremendously to the greater community. Not only is their mission to provide children in lesser countries with proper shoes they also provide adolescents in colleges around the United States the chance to be apart of their Campus Clubs. These clubs allow you to gain confidence, leadership, marketing, event planning, and networking skills. Aside from the campus clubs Tom's is also spreading knowledge about the importance of giving back by holding events such as "One day without shoes." This events takes place annually, and is meant to allow those fortunate enough to afford the luxury of shoes a day in the life of a child in a third world country who cannot. It raises the awareness of how much impact a pair of shoes can have on a life.

Week 2- Strategic Planning for Competitive Advantage

The goal of Tom's Shoes is to offer customers a economically priced, stylish shoe. Their strategic plan has always put others before their business. They provide their customers with free shipping within the United States and the opportunity to give back to the community at large. "One for One, a pair is given to a child in need, with every pair purchased." Tom's Shoes enjoys hearing the opinions and feedback from customers and their employees, they are continuously improving their business. Whether your an employee or intern at Tom's Shoes they provide those on their team with great benefits.
.

Week 1: History & Mission Statement

Toms Shoes was the brainchild of entrepreneur Blake Mycoskie and began running back in 2006. After graduating from Southern Methodist University, he took a trip to Argentina where he saw first hand children roaming the streets shoeless. While in Argentina he saw  non-profit organizations working to help the children, but their efforts were flawed they were using old shoes some missing laces and some almost completely damaged. After seeing the situation Blake decided to embark on a new business venture that would help others in need. While at a polo match Blake noticed a certain type of shoe on the players feet, that are known as "Alpargata" which is the main design of all Tom's Shoes today. Blake named the company "Shoes for Tomorrow" later shortened to "Toms". The company itself is based in Santa Monica, California. It is a For-Profit Company which means it provides a good or service to consumers. In Tom's Shoes case their shoes provide comfort with a great looking light weight shoe and with each pair sold a pair of Tom's Shoes is donated to a child in need. Although Tom's has only been around since 2006 it has taken the world by storm. It was featured on Oprah as one of her favorite things and has many celebrity clients.