Analysis of the positioning of footwear manufacturers in the Franca region

Abstract

This study analyzes the footwear industry in Franca region (SP), with regard to positioning strategies in the domestic market. An overview of the national footwear industry is followed by results of an empirical research performed with shoe manufacturers from the region of Franca. A cluster analysis resulted in a four group classifi cation based on fi ve variables (prices, production costs, product quality, production technology and innovation capacity). Groups are characterized by the use of one of the following strategies: focus on the male shoe low incomesegment (group 1); low costs (groups 2 and 3); and differentiation by means of high quality products at higher prices (group 4). In closing, strategic alternatives were suggested to fi rms considered in an unfavorable position compared to their competitors.