The case presents a men's footwear company called Orban's, founded by a serial entrepreneur of men's footwear. The latter has founded many brands during his career, each of which has been successful in its own way, the most notable being Bowen and Septième Largeur. Orban's is his latest creation and has a special positioning: beautiful shoes made well but sold at a moderate price.
The case proposes analysing a company at a particular moment in its life: launched relatively recently but with a founder who has the ambition to develop it strongly in an extremely competitive environment. The students are instructed to analyse the external and internal environment of the company in order to understand its growth potential before turning to the strategic steps to be taken. Development choices must be proposed and justified, and internal limitations should be taken into account.