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The North Face, Inc. sneaker industry, is a highly sophisticated designer, distributor, and marketer of technically innovative sneaker products. We have built a strong, widely recognized line of products, and have been established as the worlds premier brand for outdoor apparel. Our sneaker line offers state-of-the-art technology that offers comfort, support, and style, backed by a lifetime manufacturers warranty so that our consumers are provided with all of the luxuries that they deserve. 2. 0 Situation Analysis The North Face, Inc. , offers a wide variety of specialized sneakers, designed primarily for professional climbers, and outdoor enthusiasts.
The North Face, Inc. offers incomparable state-of-the-art technology, which has satisfactorily led to increased levels popularity and customer loyalty. However, currently The North Face sneaker retains less than 5 percent of the market share due to the popularity and general distribution of our top competitors such as: Nike, Adidas, New Balance, and Saucony. Our North Face trail sneakers are primarily sold at specialty / outdoor sporting good stores for between $ 59. 95 and $ 105. 00.
Adidas offers sneakers with minimal technology, which are trendy reasonably priced, with high-end retail prices of about $ 65. 00. New Balance offers sneakers with limited technology, which are stylish and competitively priced, with high-end retail prices of about $ 80. 00. Nike offers comparably priced sneakers, however like New Balance and Adidas, Nike's channel of distribution is primarily centralized around general retail shoe / sneaker stores. Nike's annual sales for 1999 were $ 8, 776. 9 M, approximately 35 times that of North Face which in 1999 had sales of $ 247. 1 M. The North Face, Inc. , intends to accrue and retain unprecedented percentages of our customer base over the next decade. We believe that once a consumer purchases one of our products, that they will recognize how far superior we are to our competition and appreciate our intentions of staying there.
The North Face, Inc. , intends to create a shift in general consumer preferences, leading to an increasing demand for our highly functional products at the expense of fashion-oriented products. We seek to promote a superior acceptance of our outdoor apparel as casual wear, and we intend to encourage an increase in the technical sophistication of the products in this field. 2. 1 Market Summary The North Face, Inc. is a highly sophisticated technologically based company that offers a variety of outdoor sneaker products to the public around the world. Trends towards more active outdoor lifestyles is demonstrated by the increased participation in a variety of outdoor activities such as, hunting, camping, and hiking.
Many outdoor enthusiasts around the world appreciate our services, because they rely on our products as dependable means of security for all of their outdoor adventures. In addition, our products have become increasingly useful to consumers who are not necessarily outdoors men / women , because they too have begun to see the advantages of functionally high-performance products. This, in conjunction with a rise in casual wear popularity, particularly in the workplace, has resulted in a leveling off of our target market, creating an almost even distribution of our sneaker products to the general public. 2. 1 - 1 Market Demographics Outdoors Enthusiasts- Usually consisting of men and women between the ages of 18 and 35 in a middle to upper / middle socioeconomic bracket. These customers are thought to be the most profitable, and brand loyal consumers, accounting for nearly 45 % of total revenue in 2000.
Because of their active outdoor lifestyles, these consumers are concerned with reliability, and the proper maintenance of their outdoor gear. Health Conscious- This customer base provided for about 20 % of total revenues for 2000. This group usually consists of men and women aged 25 - 50 in a upper / middle socioeconomic bracket. Because of the booming health craze, North Face intends to gain an advantage on the marketplace by consistently introducing new high quality models of sneakers into the market place. 0 ther's- This customer base, provided for the other 35 % of our annual revenue in 2000. Usually consisting of men and women, aged 5 - 75 from lower to upper socioeconomic brackets. Because of the limited loyalty, stressing the specialized technological attributes, reliability and overall comfort of our products is key toward recapturing their business. 2. 1 - 2 Market Needs North Faces trail running line of sneakers provides an invaluable asset for all whom use them.
Looks, style, durability, ability and brand are the most important attributes that a consumer is looking for when purchasing sneakers. Consumers are wearing sneakers for their style and appearance, as well as for their performance. At North Face, we have developed a team of inspired individuals who work in perfect harmony to construct a product that is nothing short of the perfect fusion of design and technology. We are providing the highest quality sneaker to our customers, so that they may be capable of withstanding anything that mother nature can throw their way. We have designed the most durable, and capable indoor / outdoor sneakers, so that our customers feel security in their purchase, and We have strived to attain our customers trust, and this is why those who are aware of the North Face sneaker find it to be one of the most stylish and durable brands of sneakers. 2. 1 - 3 Market Trends Current trends in the sneaker marketplace include, economic conditions, consumer behaviors and outlooks. Health has become an increasingly important issue in the minds and attitudes of many individuals today.
Over the past few decades, popular trends have placed significant emphasis on the importance of exercise. More and more doctors are prescribing exercise for their patients as a conventional approach toward achieving good health. As a result many individuals began to pick up on hobbies such as, camping, and hunting, to move towards an active lifestyle. Consequently, consumers have become more apt to go out and purchase the proper equipment for their cardiovascular exercising needs.
Economic conditions affect the way every consumer evaluates their hierarchy of needs, and how they may choose to dispose of their income. Over the last decade or so, we have seen unparalleled economic prosperity, which in turn has led to an excess of discretionary income for many individuals, resulting in added purchases of leisure products, such as sneakers. This increase in prosperity, has motivated us to work towards targeting a broader realm of consumers, so that we may ultimately gain a greater control over the marketplace. 2. 1 - 4 Market Growth Our target...
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