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Business Strategies Portrayed In Kinky Boots The Movie

2312 words - 10 pages

Kinky boots was a film based on a true story and was directed by Julian Jarrold in the year 2005. The film tells the tale of Charlie Price who allegedly inherits his father’s traditional Northampton shoe factory. As he sets up to start managing the business, due to his father’s untimely death, he discovers that the family business is in a lot of trouble and is falling apart. The shoe factory was known as Price & Sons factory and was four generation old (Thesource 2014). . The employees had an advantage over their competitors due to their vast experience and knowledge in the making of excellent top quality shoes but their market shares was negatively affected by the high price tag they placed on their shoes. Due to the economic crisis England was facing then, the shoes, although durable, were not affordable. The factory was greatly being threatened by the East-European shoe factories that were making less durable, cheaper, and low quality shoes (Schmitt,A. 2010). The East-European factories had a boost to their market as the people were in need of cheaper shoes. One night while Charlie was in London, he meet a drag queen by the name of Lola who, due to her weight, had to bear with wearing high-heel broken shoes. Once they met, Lola proposed on the creation of high-heeled shoes for the niche market of cross-dressers (Boots, Jarrold, Deane, Firth, Ejiofor, Edgerton & Potts 2014). .

A definition of leadership from the Management Study Guide (MSG) says that leadership is a process by which an executive can direct, guide and influence the behaviour and work of others towards accomplishment of specific goals in a given situation. (Brown,A. 2014)
The film revealed a lot of business phases in its course. Charlie as the main character is used to portray this phases thorough the decision he makes in his venture to grow the family business. He engages his team and challenges the “that’s the way we’ve always done it” attitude to solve design problems from the customer‘s perspective. (Rapoza,J. 2014)

The factory implemented the idea and entered into the phase of idea generation since Charlie got the new idea of producing and marketing a new type of shoe. The film then progressed to the second phase of product concept and development screening where Charlie and Lola discovered the best method of creating high-heeled shoes with a steel structure to support the men’s weight. The employees got down to the production of the shoes to get the factory back to the business of designing quality shoes (Boots, Jarrold, Deane, Firth, Ejiofor, Edgerton & Potts 2014). After the incident, Charlie then had to develop a new marketing strategy to market the new shoes. He had to examine and fragment the market and to target the potential clients, the drag queens.

The film portrayed the management strategies that aid in the development and prosperity of a new business or a failing business through efficient market analysis and segmentation, decision-making and problem...

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