136157832-Columbia-Sportswear-Business-Intelligence.odt - Company profile Columbia Company profile Columbia Co Mercyhurst University RIAP Class 300 Pia

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

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Company profile: Columbia Company profile: Columbia Co. Mercyhurst University RIAP Class 300 Pia Frascatore Fall 2012 2/11/2019 Page 1 of 91
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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 2/11/2019 Page 2 of 91
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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 . 2/11/2019 Page 3 of 91
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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 2/11/2019 Page 4 of 91
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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 .
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