Apex Footwear Limited: Successful Footwear Marketing in Bangladesh


Apex Footwear Limited (AFL) is one of the major manufacturers and exporters of leather footwear in Bangladesh. AFL pioneered the export of value-added finished products in the leather sector of Bangladesh and is also involved in the local footwear retail business with the second largest shoe retail network in the country. This case focuses on AFL’s goal of capturing a larger market share in their emerging market. AFL has successfully established its market at home and abroad, but wants to continue to grow in Bangladesh. Proper marketing strategies can help companies achieve their strategic direction goals, including sustainable growth and thus increased profitability. AFL’s key competitors, market segmentation, and distribution strategies are presented and assessed. This information is used to link the firm’s marketing strategy with its general strategic direction and to point it toward the most beneficial growth strategy.

This case was prepared for inclusion in SAGE Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.

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