Dream Athletic Executive Summary

Dream athletic has a “best-cost provider strategy”. Our company aims to provide our customers with a lower cost and stylish/quality product. In comparison with the industry benchmarks for cost, our company has a low material costs for branded and private label footwear, respectively $7.95 and $7.48. In addition, our labor costs in each region are between low to average. However, we have high Sigma Six costs per shoe. Our management believes in improving the efficiency of our workforce and providing quality training, as we understand how training affects the deliverance of a superior product. For our Branded-Market Segment, our cost per pair sold, warehouse expenses, marketing expenses, and administrative expenses in every region are all low. When comparing our pricing to other companies, in previous years our company had the lowest pricing; however, in the last year, other companies cut their pricing in the marketplace for every region and every segment. We no longer have the lowest price. Consequently, the

This type of strategy attempts to differentiate the company’s product offering from rivals with characteristics that will appeal to a broader spectrum of buyers. The company is provides their customers a S/Q rating of 5 at a low price point. In addition, with different available models (respectively 185 in the Internet Segment and 200 in the Wholesale segment), the company is appealing to a broad market. The strategy is currently working for Creative Wear as they are seating 2nd in industry 55 in the market. Based on last year’s industry reports, the company obtained the largest market share of the wholesale segment at 32.9% and had the second largest market share in the internet segment at 27.3% in North America. Moreover, the company had the second market share in internet segment. In the wholesale segment, the company with the exception of Asia-Pacific and Latin America, has the largest market