- Field: Business & Finance – Marketing
An aging shoe manufacturing company has decided to abandon the highly competitive market for low-cost mass-market shoes. Instead, it wants to have customers order custom shoes that will be made on demand. Customers will trace or scan their feet and molds will be built specifically for each customer. The foot information will be digitized and stored in the database so it can be retrieved and used whenever the customer orders shoes. The firm will produce a variety of standard styles of shoes. Customers will select a style, choose a color and size, and in many cases choose a material. The orders are sent to company factories that customize the shoe to each person. Customers can also specify minor adjustments to most shoes – such as asking for slightly wider shoes for certain tasks. The basic information is entered on the sample form, but the company needs everything in a database.