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DeFeet International Started as a Cyclist Sock Company

question 165

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DeFeet International started as a cyclist sock company.The founder,Shane Cooper,said that the existing socks for cyclists were just not of great quality so he made socks for his cycling team by knitting them inside out.The socks were of special materials aimed at giving the cyclist the most comfortable fit.These socks were not the traditional white socks but bright,bold,and flashy colored socks with cool graphics.These high tech socks were priced around $10 a pair.Their web site says "DeFeet is Made for Driven Soles." Soon cycling elites like Lance Armstrong and Greg LeMond were sporting the DeFeet brand.The company branched into running,hiking and snow gear.Their products include socks,armskins,calfskins,boxer briefs,gloves,and shirts for the serious athlete.They also have a custom department where socks,armskins,and gloves can be customized with any motif including sponsor types of logos like Michelin,Pabst Blue Ribbon,or BP.Even kids can enjoy DeFeet's high quality socks.DeFeet's products can be found in retailers across the world,in more than twenty countries,like Israel,Australia,Belgium and the United States.More than two-dozen online retailers also carry their products.
-Refer to DeFeet International.What is DeFeet's most likely target market strategy?

Definitions:

Dividend Irrelevance Theory

A theory proposing that an organization's dividend policy is not relevant to the value of the company or its cost of capital, assuming perfect market conditions.

Cost of Capital

The rate of return a company must earn on its investments to maintain its market value and satisfy its creditors and shareholders.

Stock Price

The cost of purchasing a share of a company; it fluctuates based on supply and demand in the stock market.

Share Repurchases

Occurs when a firm repurchases its own shares.