Shoe Brand Management: Looking at Direct Stakeholders

The competitive differential is an important aspect in the footwear market and companies in the sector seek to manage ways to promote strategic directions. In-depth knowledge of stakeholders is a way of reaching strategic management. This paper presents a survey conducted with a footwear company in the south of Brazil and started from the following problematic: which actions, in terms of management, are conducive to the interests of the stakeholders of this footwear brand? The general objective of the research was to indicate directions for the strategic management of the company in question, based on the interests of the brand’s direct stakeholders. As a specific objective it was expected: to map the stakeholders of the brand; to build personas typical of the target audience based on the current perception of the company; to survey perceptions of direct stakeholders. For this purpose, a qualitative, applied and exploratory research was carried out, using the case study and the survey through the construction of a map of stakeholders, the creation of personas and questionnaires. As a result, strategic brand directions were scored, with insights and confirmations about the company’s current positioning.