Timberland Boots Marketing Plan
Marketing Plan: Timberland Boots
I. Executive Summary
A.Although competition has been particularly fierce the past few years, Timberland boots has been able to maintain market share and remain a power player in the industry. In order to continue our success, we must continue to provide consumers with the quality of product they have come to expect from our brand, while continuing to innovate new products to fulfill their needs. In the next year, we plan to focus on a younger target market, offer more styles, and incorporate more environmentally responsible materials into our products. These recommendations are based on Timberland’s current popularity and market share, with a focus on long-term growth of the brand. II.Mission Statement A.Our mission is to create a quality product for our consumer to allow them to continue to do what they love--enjoy the outdoors. We strive to enhance our products through continued innovation and research, and positively impact communities we serve through a series of outreach programs that focus on preserving the great outdoors and positive self-development.
III.Environmental Analysis1 A.Competitive: National competition in the shoe industry is very fierce. Timberland has consistently been a strong player, with key competitors being L.L. Bean, Columbia, and Wolverine Worldwide. As the competition grows stronger, Timberland continues to be on top by innovating and providing top-quality products at a fair price. B.Economic: The current economic climate has taken a toll on every aspect of business. Although shoes are a pretty basic need, many consumers have strayed from higher-priced brands simply for the fact that they have less money to spend. C.Political: There are currently no political factors influencing our business environment. D.Legal/Regulatory: There are currently no legal/regulatory influences in our business environment. E.Technological: The constant evolution of technology allows us to continuously improve our
I. Executive Summary
A.Although competition has been particularly fierce the past few years, Timberland boots has been able to maintain market share and remain a power player in the industry. In order to continue our success, we must continue to provide consumers with the quality of product they have come to expect from our brand, while continuing to innovate new products to fulfill their needs. In the next year, we plan to focus on a younger target market, offer more styles, and incorporate more environmentally responsible materials into our products. These recommendations are based on Timberland’s current popularity and market share, with a focus on long-term growth of the brand. II.Mission Statement A.Our mission is to create a quality product for our consumer to allow them to continue to do what they love--enjoy the outdoors. We strive to enhance our products through continued innovation and research, and positively impact communities we serve through a series of outreach programs that focus on preserving the great outdoors and positive self-development.
III.Environmental Analysis1 A.Competitive: National competition in the shoe industry is very fierce. Timberland has consistently been a strong player, with key competitors being L.L. Bean, Columbia, and Wolverine Worldwide. As the competition grows stronger, Timberland continues to be on top by innovating and providing top-quality products at a fair price. B.Economic: The current economic climate has taken a toll on every aspect of business. Although shoes are a pretty basic need, many consumers have strayed from higher-priced brands simply for the fact that they have less money to spend. C.Political: There are currently no political factors influencing our business environment. D.Legal/Regulatory: There are currently no legal/regulatory influences in our business environment. E.Technological: The constant evolution of technology allows us to continuously improve our