External environment (PESTEL analysis)
The political situation in Canada is stable, and not concerned with any significant risks for business. Open markets and regulatory efficiencies are major notable successes of Canada (Index of Economic Freedom, 2016). The development of ‘consumer culture’ is an important socio-cultural advantage for running any kind of business in Canada. Given the low density of population in New Brunswick, the company can use technologies to trade Canada- and region-wide. Environmental regulations do not exert significant impact on a company’s activities. Possible changes in legislation (e.g., company laws, taxation) may lead to the adaptation-related needs and require additional investments.
Internal environment (shared values, systems, structure, staff, skills, style)
The GreenLee Shoe’s values deal with combining a traditional family business and a region-wide e-store with a broad selection of brands. To implement the above value, the company runs both a traditional footwear store in St. John’s and an e-store (where free shipping is available). The structure of the company is designed in a way that helps to run both branches of the business. Similar, the company hires staff that has both the skills, required to manage a store in St.John’s and ensure the functioning of an e-store. Initially created as a family business, the shop values interpersonal links between staff and friendly atmosphere. Positioning itself as ‘the world’s greatest shoe store’, GreenLee Shoe provides for a broad selection of footwear for different customer groups and activities (Green Lee Shoe, 2016)
Customer analysis
Since the shop offers a broad choice of footwear, its customers can be both men and women, as well as children. The availability of extra large and extra small sizes allows to bring about as many customers as possible. As the company provides footwear for different occasions and activities, it targets consumers from different backgrounds. Finally, free shipping in Canada and Mainland USA helps GreenLee Shoe target consumers from different areas across the region (Green Lee Shoe, 2016).
References
Green Lee Shoe (2016). Official Website. Retrieved 15 June 2016 from http://greenleeshoe.com/men.html
Index of Economic Freedom (2016). Canada. Retrieved 15 June 2016 from http://www.heritage.org/index/country/canada
