Case study #1
September 10, 2012
What forces in the marketing environment appear to pose the greatest challenges to Timberland's marketing performance?
According to the text, the forces that pose the greatest challenge are the changes and new challenges that the marketing environment poses to the global marketer. Timberland wants to stay on top of fast-changing trends. It has to face the international competitor. So the company operates an international design center to achieve the goal of business success. “Business success is defined not only by the return we earn for our shareholders but also by the positive impact we have on our communities and the environment.” (Timberland achieves profits …show more content…
* The company relies on overseas selling. Half of the company’s revenue comes from Europe and Asia. When the U.S. dollar’s value changes, it will affect the revenue on overseas trading. * Rigorous competition in shoe marketing. There are more and more competitions in the world. * Focused market targets. There are a lot of customers who cannot buy their products, because they don’t have those shoes for the customer who has special request.
* The company could expand its operations to new markets in US and UK, because their market could still be growing. * The company can also try some different marketing areas that are not only limited to outdoor sports. * The company can also sponsor some competition to help increase the brand’s popularity.
* The company faces the main challenge