Competitor AnalysisSince the footwear market is extremely large, we have listed some relationship and proximity factors to determine competing companies, namely: Brazilian nationality, similar style, online sales and the ability to customize products. By studying companies in the industry focusing on these factors, we found only one company as a competitor: Muv Custom Shoes. HistoryMuv Shoes was created in 2011 by three friends from Brasilia whose premise is to please the customer and assemble customized sneakers. The brand was born, according to the partners, to fill a gap, since nothing similar existed in terms of customization and exclusivity in the footwear sector. From the beginning Muv has aimed at a young and trendy audience, as it is a market segment always looking for something innovative. With sales initially made only through the website (www.muvshoes.com.br), in March 2012 the company expanded its business, starting distribution in physical stores. Even with just 4 years of existence, Muv has already participated in numerous trade fairs, events and won awards, which will be further explored in the following sections. Marketing MixProduct Muv Shoes' main product is its shoe creations, as well as six models of customizable white sneakers with 70 modern, colorful and sophisticated-looking prints, most of which are developed by young designers and artists. In short, the product combines modernity, practicality, freedom, beauty and speed. The purchasing process begins with the choice of the type of sneakers and the adhesive print, in a special film, which does not come off and adheres to the sides of the shoes. during the assembly process. The customer chooses one of the six white models......middle of paper......Strengths and weaknessesStrengths:Clearly one of Muv's strengths is ease of customization. There are different combinations on the site and, in a few minutes, you can create a unique model. Participation in footwear fairs guarantees a greater volume of sales and brand awareness. They also have partnerships with designers, which provides greater reliability to the brand. Furthermore, the company is based in Brasilia, which facilitates distribution in the rest of the country. And another important factor is the short name, which is easy to pronounce, write and memorize. Weak points: It is not possible to customize the shoes 100%. The prints are pre-made and the prices are high compared to other brands. It's hard to find them online if you don't look for the exact brand name. The exact measurements of the sneakers are not specified on the site, only the number.