Abstract

The case “The One-For-One Model of TOMS Shoes – Can It Bring about Social Change?” talks about the unique one-for-one business model of TOMS Shoes, LLC (TOMS) that was pioneered by Blake Mycoskie. The case starts out by mentioning the rationale behind Mycoskie’s adoption of the one-for-one model, wherein he promised to give away one pair of shoes for each pair sold. The case then talks about the marketing strategy adopted by Mycoskie for TOMS and gives an insight into the reasons for the success of the company. Mycoskie’s other ventures that followed the same business model are also chronicled. The case also describes in detail the criticism that the particular business model faced from nonprofit organizations and social activists. It ends with details about the future expansion plans of TOMS.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Analyze the business model of a for-profit company established to fund a social cause
• Create an effective marketing strategy for a company with a social mission
• Design an expansion strategy for a social enterprise
• Evaluate the impact of a social enterprise

Keywords

TOMS,Social Entrepreneur,Millenials,One-for-one business model,Social Mission,Social Enterprise Marketing,Target Market,Business Expansion Strategy,Social Media Strategy,Customer Evangelist,Business Diversification,Social Impact Measurement,Poverty Alleviation,For-profit company,Conscious capitalism