Relaxo Footwear Case Study

Preface
As a part of MBA curriculum our group is assigned “Relaxo Footwear Company” and was expected to come up with a blue ocean strategy for the company. The objective of the project is to gain practical knowledge and also apply the concepts of blue ocean strategy learnt in classroom.
In this project report we have suggested a new offering that would help “Relaxo Footwear Company” in creating a blue ocean in the Indian Footwear Industry. We have included various frameworks, concepts and knowledge imparted by Prof. Mayank Daundiyal.
Doing this Project report helped us to enhance our knowledge as well as experience how a strategy can help make or break a company.
1. Introduction
With 9% of the annual global production of footwear, India is

Context
This report aims at conducting the strategic analysis of Indian footwear industry through the lens of Relaxo. We have used the strategic tools based on Red Ocean Framework in the sequence as depicted in the following schematic diagram (Fig1) for the external and internal analysis. Eventually, we also analyzed through BOS Framework (Fig2) to understand the new perspectives that could be implemented by the firm to come out of Red Ocean and land into Blue

Relaxo’s overpowering simplicity and effectiveness is the reflection of its core values. It continues to exhibit and live by its Core Values.
Their Corporate Objectives aims at “Single-minded focus to every member of the Relaxo family”. The figures below list the Core values and Corporate Objectives of the company (Fig 5) (Focus and Philosophy) Figure 5.Core values and Corporate Objectives at Relaxo
3.1 Internal Analysis
To begin with the intrafirm analysis we analyzed the 4 P’s (Fig 6) first and then we have done the RBV (Resource based view) to assess the Resources and Value chain analysis to access the Capabilities. Applying the VRIO would allow us to conclude about the sustainability of its competitive advantage.
3.1.1. 4 P’s of Marketing
The company had been working to cater to the demand of all the segments of customers. It has released a product for each segment with different brand names. For last few years it has been spending hugely on brand endorsement through different brand ambassadors. The price of its product has different range as per the segment the offering is made to.

3.1.2. Value Chain Analysis Figure 7.Value chain analysis