SNOWLAND SKIWEAR

Snowland Skiwear

Snowland Skiwear

1. Background and situation analysis

Its strategy is to reach customers where they work, travel, and shop by establishing relationship with people that share the Company's values and commitment to quality. These relationships take various forms, including licensing arrangements, foodservice accounts and other initiatives related to the Company's business (Juran 2001 pp. 124). Licensed and Foodservice stores can be found on college campuses. Customers can enjoy their Snowland Skiwear across the globe in wide number of supermarkets. During fiscal 2010, specialty revenues accounted for 15% of total net revenues (Johansson 1993 pp. 78).

Snowland's marketing aim is to create image and brand awareness, which creates demands for their products and in turn supports everyday business in their stores.

Snowland ski clothes have been at the forefront with their design, colors, and styling since their introduction in 1986. We have been groundbreaking when it comes to combining trends in the world of ski and sports clothing. Today

Snowland is one of the world leading ski clothing brands. Accessories is an important product range within the ski collection.

Most of Snowland's brand building is achieved through athlete sponsorships, events, and advertising. In 2005, the company participated in the Alpine World Championships for the fourth year in a row, this time in Bormio, Italy. With its strong base in the world of skiing, Snowland is a given sponsor of professional skiers and freeskiing events.

Their Technical Sports collection appeals to everybody who loves to be outdoors, whether it's an easy hike or advanced climbing in the mountains. All clothes are multi-functional and of the highest technical degree.

Accessories and equipment is an important product range within the technical sport collection.We highlight their most technical collection through active sponsorship, trade fairs, and PR activities. Most important is their group of nearly 50 mountain guides in central Europe who represent the brand in the exclusive Black Light collection.

2. Market analysis

To achieving growth and making profits, Snowland started to go international since the last decade. International connections can build a strong foreign presence which helps to increase brand recognition and also increase the domestic business (Juran 2001 pp. 124). The more stores Snowland has around the world, the more loyalty and familiarity can be built among its existing and potential customers.

The following are the macro environmental variables which are likely to impact Snowland when going international:- (Johansson 1993 pp. 78)

2.1 Geographical Factors

Snowland has carefully analyzed various strategies for the placement of its stores. They have developed cost-saving options for these stores to meet the need to adapt to each geographic region. They also need to consider the tastes and preferences of each area (Juran 2001 pp. 124).

2.3 Economical Factors

Estimated GDP in 2008 was $11.75 trillion. GDP real growth rate was 4.4%. The growth rate of GDP suggests that the economy is growing, and therefore there is opportunity for Snowland to expand business (Juran 2001 pp. 124). A very large per capita purchasing power parity of $40,100 suggests that Americans have the opportunity to buy specialty Skiwear from an expensive, quality-intensive ...