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Karo’s Shoes, Inc. Business Plan

Essay by   •  August 27, 2017  •  Business Plan  •  898 Words (4 Pages)  •  945 Views

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ABM 12-9P

Submitted by:

Hilston Cadam-us

Mark Calbay

Tracy Alexia Calderon

Enrei Dalisay

Ken Coline De Guzman

Raden Denzel Dizon

Justine Gatbonton

Elijah Gonzales

Submitted to:

Mr. Michael Agbulos

[pic 2]





To provide our customers the best quality footwear we can offer. We ensure that we hold ourselves accountable to the highest standards by meeting our customer’s needs precisely. We also establish technical knowledge on the proper fit and style of athletic footwear.


To be the most trusted and leading brand distributor of shoes worldwide.


To satisfy our customers with the best quality shoes and to be well known in the Philippines.


  • Increase sales
  • Build brand awareness
  • Grow market share
  • Enter new markets locally and even internationally
  • Enhance customer relationships
  • Increase profit


A group of friends decided to make a business using their old shoes. Ken Colline de Guzman, the present owner of “Ethos“ started this business because she has no money and she thought that It would be a great idea to use their old shoes to gain profit and  start a business, but when the business was making more than they thought it would, they started to continue it and expand the business to generate more income. After a lot of thinking, “ethos” was born. The word “ethos” is a derived from a Greek god, which means the characteristic spirit of a culture, era, or community as manifested in its beliefs and aspirations, which made it a suitable name for this business.



Marketing Strategies

Most shoes we sell are not expensive. We position ourselves to cater middle class market, make it affordable as much as we can. In other words – afforadable. That way, every type of athlete, and even an average person can wear good shoes without having to spend too much money. The shoes in our company also has advance technology on them, so if you do decide to wear it, your posture will somehow be proper than the usual. With our product on, athletes are sure to avoid injuries. Not only that, our store offers in an exciting and athletic atmosphere that truly appeals to true athletic footwear customers everywhere.

Target Customers

We in the shoe and footwear manufacturing industry literally targets all types of people. We capture not only athletes, but also average people who have interests for shoe and footwear. In view of that, we have positioned our company to serve the following people:

  • Men
  • Women
  • Athletes


We are aware that the worlds most-talked about footwear brands (Adidas, Nike, Under Armour, etc.) have huge advantages against our company – they are already known around the globe. With that said, we also have an advantage of our own; our business have all shoes in general. We offer various types of footwear none could offer. This clearly means that we will have a bigger and better target market, which will then result to more buyers. We offer standard shoes and footwear that will indeed become the preferred choice for everyone. One thing is certain; we at Ethos embrace innovation on footwear, that is our edge. We are the future.Our excellent customer service, stores, and even online store serves as a huge advantage for us. It is only a matter of time before our business will be entitled with the largest selection of shoes in the Philippines – and even worldwide.



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