1. Rodriguez’s and Albertelli decision to focus their marketing efforts on the artisans who made the shoes was a wise decision. If the products are marketed in this way, then it has the potential to appeal to the consumers who share the same beliefs and values of the women who make these shoes. Albertelli was impressed by the women’s desire to make a living and provide for their families. Also, some of the consumers may have the same admiration as Albertelli, and in turn, influenced to purchase the products.
2. There are management challenges that may cause the success of this new business concept to stumble. The first challenge that will be faced is whether the supply will be able to keep up with the demand, if this product launch is successful. Once the demand increases and the business begins to grow they will have to hire employees. They will also face bigger challenges such as competing with bigger firms who have greater resources. Another management challenge that may affect the business is Albertelli and Rodriguez’s experience. Even though the two are knowledgeable in their current positions of marketing and finance, there are still other areas of business that they probably are not familiar with and will have to seek advice from others.
3. Some steps that Rodriguez’s and Albertelli could take to avoid these stumbling blocks and guide their new business to success is to cultivate new distribution channels, new products and cost cutting measures.