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Growth Strategies Case Study

Case Title:

Geox: The Italian Shoemaker's Expansion Strategies

Publication Year : 2005

Authors: Sireesha, Sumit Kumar Chaudhuri

Industry: Home Appliances and Personal Care Products


Case Code: GRS0078

Teaching Note: Not Available

Structured Assignment: Not Available

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Geox was started in 1995 by Mario Moretti Polegate to manufacture and market his invention, 'the breathing shoe'. Geox distributes shoes and apparel through its 278 mono-brand stores, 9,000 multi-brand stores and 10,000 retail distributors in 68 countries. The company, which earned revenues of 340 million euros in 2004, plans to foray into the US, the largest sports shoe market in the world.

Pedagogical Objectives:

  • To highlight the growth of Geox in Italy
  • To discuss the expansion strategies of Geox in the competitive but fragmented global footwear market.

Keywords : Global footwear industry; Italian footwear industry; US footwear industry; US sports shoe market; Core competency of Geox; Competitive advantage of Geox; Breathing shoe technology of Geox; Growth Strategies Case Study; Product diversification at Geox; Product differentiation at Geox; Growth through global expansion; Distribution network of Geox; Supply chain management at Geox; Nike; Timberland; Adidas-Reebok

Contents : 
The Inception of the Italian Shoemaker
Growth Strategies of GEOX
‘Geox breathes’ Patented System
The Mono-Brand Network of Geox
Consolidated Income Statement of Geox

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