Research on the Marketing Strategy of Social Enterprises in the United States to Promote Development: The Case of TOMS in the American Market

Even though social enterprises have become more popular and prominent in recent years, the field of social enterprise remains relatively new in the United States, posing unique challenges ahead in marketing. This study intends to provide appropriate marketing recommendations to the social enterprises in the United States, helping them to develop sustainably. TOMS, one of the most famous social enterprises has been used as a case study. By analyzing the marketing strategies (the STP Model and the Marketing Mix) of TOMS, this research endeavors to provide three pertinent marketing recommendations to social enterprises, besides developing a mission-driven company, telling an impactful brand story, while building trust and transparency.