SWOT

The footwear apparel industry has experienced significant growth over the past two decades. Along with an increase in production, capacity has expanded steadily. In year 19, capacity had significantly expanded to 5,000 from 3,000 in year 18. Along with these increases have come additional threats. High domestic labor costs, a significant increase in private-label companies, and increasing materials costs have accompanied these positive developments.

As a response to these industry trends, many of the private-label and branded market manufacturers of footwear have expanded into foreign markets and have located manufacturing facilities overseas. While this has reduced labor costs and tariffs with respect to getting product to overseas markets, the added threat of terrorism and competition against well-established foreign brands continue to be a challenge for the industry. Increasing competition in the industry has also mandated additional advertising, including the use of celebrity endorsements, to help maintain competitive advantage. So, too, the industry has responded by trying to cut costs and increase quality through innovative strategies and technologies to achieve competitive advantage.

Catorade is a footwear company that has been in operation for 19 years. Catorade has remained the industry leader in sales and market share throughout each year of operation. Catorade currently enjoys 76.2% of t

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