Ch. 2 - Strategic Planning for Competitive Advantage

Dr.Martens' competitive advantage comes from it's reputation and long standing admiration by celebrities and fashion majors. Therefore I wouldn't say that it has a definite competitor since no other shoe/boot brand is as versatile and reputable as Dr. Martens. Dr. Martens is just a unique blend of shoes with quality and style and also history that no other shoe/boot brand in the current market can compete with. Dr. Marten's most current news or activity is that there has been a new Drift pop up store for it. Drift is their new collection for spring/summer 2011. A pop up store is in a temporary space and it is usually very anticipated by customers since the store won't be there for long. It just opened near the Post Museum.

This is a picture of Maddona's daughter, Lourdes, wearing Doc Martens. Madonna herself is a big Dr. Martens fan and used to wear it frequently during the height of her career.