Patagonia Executive Summary

Patagonia Inc. : Competitive Marketing and Brand Analysis
Pamela Blandon
Jessica Maines
Melissa Cirasella
Sydney Chasin
Principles of Marketing- MAR 250
Pace University
Martin Topol
April 18, 2014

TABLE OF CONTENTS

Title Page
Table of Contents………………………………………………………………………………….2
I. Introduction……………………………………………………………………………………..3
II. Overview of the Industry and Background of the Brand and its Company……………………3
A. Product Categories in which Patagonia Competes…………………………………….3
B. Major Issues within the Industry..……………………………………………………...3
C. U.S Market Shares of Patagonia……………………………………………………….4
D. Brief History of Patagonia……………………………………………………………..5
III. Marketing Strategy of Patagonia and its Competitors………………………………………...6 A. Target Markets Sought by Patagonia…………………………………………………..6
B. Positioning and Type of Positioning Strategy………………………………………….7
C. Patagonia’s Competitive Advantage…………………………………………………...9
D. Use of Marketing Mix Strategies……………………………………………..………10
IV. S.W.O.T Analysis………………………………………………………………………...….11
A. Strengths……………………………………………………………………………....11
B. Weaknesses………………………………..………………………………………….12
C.
market. These companies are somewhat smaller with less revenue and stores in the United States. One of these companies is Eastern Mountain Sports (EMS). EMS has 68 spots and mainly retails clothing and gear for outdoor recreational activities. Versa Capital purchased the company after problems with EMS’ product category in 2012. EMS currently holds 4.2 of the market share and was estimated to have 200 million dollars in revenue in 2013. A similar company to EMS is LL Bean. LL Bean uses catalogs to retail their merchandise along with 33 stores in the Mid-Atlantic region. They hold 1.7% of the market share and were estimated to bring in 77.7 million dollar revenue in 2013 (IBIS World,