136157832-Columbia-Sportswear-Business-Intelligence.odt -...

Company profile: Columbia
Company profile: Columbia Co.
Mercyhurst University
RIAP Class 300
Pia Frascatore
Fall 2012
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Company profile: Columbia
Contents
Contents .......................................................................................................................................... 2
Executive Summary ..................................................................................................................... 5
Value Chain ................................................................................................................................ 6
Timeline ...................................................................................................................................... 9
Top Management: ..................................................................................................................... 13
Marketing activities and trends ................................................................................................ 20
Marketing: ............................................................................................................................ 20
Trends: .................................................................................................................................. 22
Operations/Capacities .................................................................................................................. 23
Strategies .................................................................................................................................. 27
Coldblack®: ............................................................................................................................. 43
Garment .................................................................................................................................... 44
Layered Thermoplastic Non-Woven Textile Elements .............................................................. 45
Cellulosic Substrates with reduced absorbent capacity having the capability ........................... 46
Temperature responsive smart textile ........................................................................................ 47
Waterproof moisture-permeable underwear and waterproof moisture-permeable liner ........... 48
Heat management system ......................................................................................................... 49
Holographic Patterned Heat Management Material .................................................................. 50
Zoned Functional Fabrics ......................................................................................................... 51
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Company profile: Columbia
E
XECUTIVE SUMMARY
:
Columbia Sportswear is a strong company, attracting audiences to their luxurious
products despite tough economic times, reaching record highs in sales i . Their expansion is
consistent even in the uncertain economy. Their strong business plan is based on new technology,
this innovation requires large investments and thus and large gamble ii , counter acted by out
sourcing the responsibility for production and sales to other companies. The structure is further
stabilized by the versatile in background and ideas, present on the board of Directors iii . The rising
costs of materializes, will soon be squeezing profit margins, and in this changeling field,
flexibility will be key iv .
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Company profile: Columbia
Key Intelligence Topics
Key Finding
Sources
Implications for Colombia Sportswear Co.
PRIORITY: A HIGHEST IMPACT
1. Market development
Strategy Models
Marketing and Trends
Redefining the brand through advertising
2. Market Penetration
Strategy Models
Marketing and Trends
Expanding into new markets
3. Innovation & Development
Value Chain
Patent analysis
Strategy Models
Competing through superior functionality and
assessing that strategies profitability in this mar-
ket.
4. Stagnant Economic Growth
Financial analysis
STEEP
May cause reduction in sales if prolonged.
Key Finding
Sources
Implications for Colombia Sportswear Co.
PRIORITY: A HIGHEST IM-
PACT
PRIORITY: A
HIGHEST IM-
PACT
PRIORITY: A HIGHEST IMPACT
5. Market development
Strategy Models
Marketing and Trends
Redefining the brand through advertising
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Company profile: Columbia
Company Overview
Executive Summary
Columbia Sportswear is a strong company, attracting audiences to their luxurious products even
in tough economic times, reaching record highs in sales v . Their expansion is consistent even in
the uncertain economy. Their strong business plan is based on technology, this innovation is a big
investments and thus and large gamble vi . This Risk is countered by the versatile in background
and ideas, present on the board of Directors
vii
. Rising materializes costs have been seen to
problematic for the retail market, this phenomena will soon be effecting Columbia’s profit
margins; in this changeling field, flexibility will be key viii .