Ch. 2 - Strategic Planning for Competitive Advantage

Dr Martens boots were introduced to this country almost about 50 years ago. Till this day they are still  a staple piece in many peoples closets. For the first couple of years after their introduction to Britain, Dr Martens were very much working men's boots, worn by postmen. Later in the 90s Doc Martens re appeared on multiple celebrities like will smith who was seen wearing them in the fresh prince of bel air.

Other celbrities like kate winslet and uma thurman were seen sporting these boots. Over 100 million pairs of Dr. Martens shoes have been sold from 1960 to 2010, and in 2010, the company offered 250 different models of footwear. One of the companies strategies is to be very diverse. They have made boots in about every color and have been trying out different patterns on boots. They have also brought out different shoes such as sandals and kids shoes. In 2012 it was assessed as being the eighth fastest-growing British company.