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... markets are expected to create an enchanting increase in our market share growth from year 2001 to 2005. We foresee a steady growth rate of approximately 21 %over the next five years. Due to our innovative marketing techniques, discounts, endorsements, as well as the new North Face Outdoors Membership Rewards Program, where members earn rewards for all of their purchases, The North Face, Inc. , anticipates these development patterns to remain stable for an infinite amount of time to come. 2. 2 SWOT Analysis Strengths: I. Technically innovative products, that are constructed using state-of-the-art technology II.
Two current patents and 3 others pending in the North Face shoe industry III. Well-built Reputation in the outdoor apparel industry IV. Brand loyal customers Weaknesses: I. Inaccurate perceptions II. Inadequacies in marketing the North Face sneaker line resulting in low levels of brand awareness III.
Failure to create awareness of innovative technologies in North Face sneaker lines. IV. Limited distribution of products Opportunities: I. Upward shift in economy II. Increased levels of prescribed exercise from very well respected doctors III. Increased number of health conscious individuals IV.
Upward moving trends towards more active outdoor lifestyles V. Shift in perceptions of unique high-quality products Threats: I. Increased levels of competition II. Competitors increased sophistication III. No shift in perceptions 2. 2 - 1 Strengths North Face, Inc.
s, Strengths encompass the following: Technically innovative products that are constructed using state-of-the-art technology, distinguishing North Face sneakers from all our competitors products. North Face sneakers currently retain two patents along with three pending. These innovations distinguish North Face from competitors, and more prominently add to the overall quality and effectiveness of our products. A well-built reputation in the outdoor apparel industry helps to give North Face sneakers a competitive edge in achieving popularity through proper marketing strategies. North Face sneakers created Brand-loyal customers, where nearly 85 % return to retailers for succeeding purchases. 2. 2 - 2 Weaknesses North Face, Inc.
s, weaknesses encompass the following: Inaccurately perceived as products built only to suit outdoor enthusiasts and professional climbers. Inadequacies in marketing the North Face sneaker line resulting in low levels of sneaker brand awareness. Consumers are generally aware of the North Face brand, however, are too often not aware of the North Face sneaker line, resulting in unfavorable market share. Consumers unawareness of innovative technologies, results in minimal levels of perceived prestige. Limited distribution of sneaker products to specialty shops creates inferior levels of general consumer knowledge. 2. 2 - 3 Opportunities Opportunities available to North Face Inc. include: Upward shifts in economic conditions increasing available levels of discretionary income.
Increased levels of prescribed exercise from very well respected doctors increasing levels of interest to obtain quality exercise equipment. Increased number of health conscious individuals creates a boom 2. 2 - 4 Threats Threats that may exist for North Face Inc. include: Increased levels of competition broaden the consumers marketplace Competitors increased levels of sophistication threaten to take from North Faces distinguishable innovations The average consumer may not be inclined to purchase products that are designed to withstand treacherous conditions. 2. 3 Competition Competition is composed of a few primary competitors such as Nike, and New Balance as well as some minor competitors such as Montrail, and Brooks. Although the minor competitors are often sold predominantly in specialty stores, the primary competitors preserve a much broader range of retail distributors in the market place.
Major Competitors Nike/Air Crested Butte ($ 79. 95) This sneaker combines a full-length Phylon Midsole with front and rear Air-sole units to make a stable, well-cushioned shoe. It offers G-tek outsole technology that provides great traction. It also features a Gore-Tex lined inside which keeps your feet dry and warm and a rubberized toe bumper for protection. Nike/Air Terra Humara ($ 89. 95) The Humara also combines dual Air-sole units with G-tek technology for extreme traction. The difference between the Humara and the Crested Butte is that the Humara has an interlocking Phylon midsole for enhance cushioning and traction. Nike/Air Terra Wildgoat ($ 89. 95) Named for the G-tek traction technology in its outsole, the Wildgoat supposedly mimics the traction control of a mountain goat.
It features sticky rubber pads for surefooted traction. The Wildgoat is also lighter in weight than the Humara. It is a less supportive sneaker but it is extremely flexible. Nike/Air Terra Sebec ($ 69. 95) This sneaker is the youngest member of the Nike trail running family. The Sebec is a cheaper option for the entry-level trail runners and is most comparable to The North Faces Kuna Crest. The New Balance M 1220 S ($ 69. 95) This sneaker offers the ABSORB and ROLLBAR technologies designed for cushion and stability.
The M 1220 S is a mid-range option in the New Balance sneaker line up. This sneaker is designed primarily for running or tennis, however is recommended as an every day comfort shoe. The New Balance M 930 AT (59. 95) This sneaker is designed primarily for walking purposes. The M 930 AT features C-CAB and ABSORB technologies which are designed for maximum cushion and flex. This sneaker offers a relatively cheap shoe for the consumer, and has been well afforded with fashionable style for over 12 years. Minor Competitors Montrail/Vitesse ($ 79. 95) The Montrail Vitesse offers a very comfortable, ergonomically fit running sneaker.
Montrail uses a synthetic leather with mesh uppers to make for a foot friendly fit. Montrail offers a new innovation to the market, Fas Trax, which adds to the effectiveness of the sticky rubber sole. Brooks/Gila ($ 89. 95) The Gila, like the lizard from which it gets its name, possesses a tough outer skin providing protection from rugged terrain. A Polertec lining is designed to keep warmth in the sneaker, as well as to maintain a dry and comfortable foot.
It features a Terrapod outsole to provide flexible traction. 2. 4 Product Line The primary characteristics of the physical sneaker are that they are light, and brightly colored with reflectors. They come standard straight laces and a solid gripping bottom. The conventional function of the sneaker is to run on outdoor trails while experiencing great comfort on the feet. The shoe offers comfort and quality while maintaining a high lev...
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Research essay sample on North Face Increased Levels
