Rebranding of all soled out, a sports specialty store

Date of Publication

2017

Document Type

Master's Thesis

Degree Name

Master of Business Administration

College

Ramon V. Del Rosario College of Business

Department/Unit

Decision Sciences and Innovation

Thesis Adviser

Rachel A. Quero

Defense Panel Chair

Benito L. Teehankee

Defense Panel Member

Divina M. Edralin
Paz Espereranza T. Poblador,
Maria Victoria P. Tibon

Abstract/Summary

This action research aims to address the issue of All Soled Outs confused brand identity. For years since its inception in 2009, the store struggled to remain afloat due to conflicting strategies in merchandise, promotion and message. Fast forward to 2015, it is high time that the store be given an ultimatum on how it will survive. Since the store has been bleeding each year, the plan on how to turn things around for All Soled Out has become a tall order. This action research made use of methodologies and tools to help address the issue. Action Research Cycle, ORJI Cycle and Ladder of inference are some of the tools my team and I utilized to help spark collaboration. A major overhaul was needed for All Soled out, and the team agreed to use Kurt Lewins change management model to help set the sail of the store to a new direction. My team and I used the 7 Ps of Marketing as our conceptual framework. Initially, for cycle 1 we used the 4 Ps of Marketing. However, upon recognizing the results of our research, the team decided to utilize the additional 3 Ps, putting more emphasis on (add P) People and Physical Evidence. Due to the urgency and high demands of change that need to happen, the intervention through rebranding proved to be the key to solve the confused identity of All Soled Out.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTG007124

Shelf Location

Archives, The Learning Commons, 12F Henry Sy Sr. Hall

Physical Description

1 computer disc ; 4 3/4 in.

Keywords

Organizational change; Organizational effectiveness

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