You are requested to write an original paper of 2,000 words maximum. The assignment involves the analysis of a Start-Up company of your choice and its marketing strategy, tactical plan and growth...

Startup Company – ‘Allbirds’
Description
Allbirds is a new startup company which specializes in footwear and appearel design and selling. It is headquartered in San Francisco, California. It is a New Zealand American company and manufactures products which are eco-friendly. It was founded by Tim Brown who was the vice captain of the New Zealand football team and Joey Zwillinger who is an engineer in biotech and an expert of renewable material in the year 2016. It initiated all the foundation activities by conducting various ground works for setup of the company since 2004. The company specializes in designing of new utilitarian runner wool footwear which is made up of superfine merino wool. This footwear has certain key features like reduction in odour, non-moistures, comfortable and wearable in all weather conditions and is made from sustainable resources. In the first year of its business it was able to generate $990.25 million. These were acquired from investors like Maveron, Lerer Hippeau Ventures and various other business organizations. Allbirds is a part of direct-to customer replica where the company acts as both a maker and seller. This helps them to avoid low margin which is generally linked with the comprehensive wholesale business model. Most of the company’s production, promotion and designing work are outsourced in its overseas facilities. The carbon footprints of the company and its products are more than 60% smaller than any type of synthetic products (Deborah, 2017). As on October 2018, Allbirds was able to raise an amount of $50 million from selling its Series C brand enhancing its total valuation to $1.4 billion. Allbirds derives its name from the reality that New Zealand has no indigenous land mammals but it’s a land which is full of birds. Currently, Allbirds operates in partnership with the renowned footwear company called Adidas. Allbirds main footwear products are Wool Runners, flip-flop shoes, casual sneakers and running shoes. Allbirds have established its retail stores in various countries like New Zealand, China and USA.
Analysis
Since the setup of the company over a period of past 5 years the valuation of Allbirds skyrocketed with $100 million fund infusing heightening the company’s revenue at $1.7 billion. In comparison to this the business of Nike and Adidas are $24 and $15 billion respectively. But, as per Tim Brown, there is no intention of Allbirds to mimic Nike brand’s business model and strategies in the future (Danny Parisi, 2021).
The analysis of Allbirds can be analysed based on the BCG Matrix.
Cash cows: It means a product with very high market share and less market growth. It signifies that the market share is high. It also means that the business is extremely strong in the market and charges high prices (Mason, 2016). But, Allbirds is a very new company and is present only in places like USA and New Zealand. Also since Allbirds products are in the introduction phase the number of customers of the company is also low.
Stars: On the other hand, if Allbirds is a star then it must have high market growth and high market share. To this Allbirds has introduced their new product in the market which is wool runner shoe. Nike and Adidas are also introducing same kind of footwear variant. Hence, Allbirds needs to strategies more innovative ideas in order to lead in market share. This can be done if Allbirds makes considerable amount of expenditure on research and development of their products. In the future as the company will become a cash cow and mature they will be able to grow in the product lifecycle and acquire more customers (Mason, 2016).
Question Mark: Allbirds is in a question mark situation as it has high rate of growth in the market but the market share is low. If it wants to grow from the position of question mark, then it will need to invest a lot in marketing its products in such a situation. The company also needs to plan its business prudently else it...