Essay on Environmental Scan- Toms Shoes

2237 Words Oct 29th, 2012 9 Pages
Environmental Scan- Project #1
TOMS Shoes: The One for One Project
Kimberly L. Barron
Marketing 314
September 17, 2012

“I was so overwhelmed by the spirit of the South American people, especially those who had so little. And I was instantly stuck with the desire- the responsibility- to do more.” (TOMS Shoes. 2012) These are the words of Blake Mycoskie, founder and Chief Shoe Giver of TOMS Shoes on his inspiration for a business that has taken consumers from all different parts of the world by storm and brought them together to help shape the future of an uncountable amount of children. The One for One Project was established to give every consumer the opportunity to help some of our most poverty-stricken communities throughout
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College Students all over the world have also taken action to help raise awareness of the amount of children going without something many of us take for granted, a simple pair of shoes. The enthusiasm of thousands of college students everywhere is responsible for getting ‘One Day Without Shoes’ kicked off for the first time in 2008. This is a day in April that this amazing company asks that citizens all over go without shoes to help make people aware of the impact giving a pair of shoes to a child in need can have on his or her entire life. The movement has now gone far beyond just college campuses participating and by the third year had over a quarter million people of all ages going barefoot and celebrating this special day in over 1600 barefoot events globally (TOMS Shoes. 2012).
Economic Environment
With $500,000 of his own money, Mycoskie began to put his plan into action. He set out to find retail stores that would give his unique business proposal a chance. When a few local boutiques in Los Angeles agreed to sell the shoes, his story was picked up by the Los Angeles Times and that weekend alone he had $88,000 in orders come through and business

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