International Management- Hunter Boots Ltd.
“Designed to be outstanding in any field, from city streets to music festivals and rugged countryside, Hunter footwear is recognized for its performance durability and comfort – achieved through a fusion of tradition and technology” (Hunter Boot Ltd., 2013)
Hunter Boot Ltd. was founded in 1856, styled as the North British Rubber Company, producing not only rubber boots but also tyres, conveyors and flooring. The famous ‘wellies’ or wellington boots rose to fame when they were mass-produced during World War I to supply the army. By the end of the war ‘wellies’ had become popular for use among the general population as well. After changing ownership several times Hunter Rubber Company became a standalone company in 2004, and was bought out of administration as Hunter Boot Ltd. in 2006. Now solely focusing on footwear, the company has since positioned itself firmly and both the UK and USA footwear markets. In 2008 Hunter closed its plant of 96 years and relocated its headquarters to Edinburgh (Scotland) and production to China. Striving for more efficiency and effectiveness in the production process Hunter boots are only still visually similar to its original design, whereas they have in fact become virtually identical to the boots produced by its competitors. Nevertheless Hunter has experienced a period of considerable growth and is now distributed internationally in over 30 countries (Hunter Boot Ltd., 2013).
The author feels that is important to make a clear distinction between the years up to 2006, which is the year Hunter Boot Ltd. was placed into admission, and the years 2007 and onwards to where Hunter Boot Ltd. is currently controlled by Searchlight Capital Partners LP (SCP)., which is a private investment firm operating in North America and Europe. First this paper will analyse the rise, and demise, of the company and then will shed some light on its resurgence in popularity and turn-around sales in recent years (Paton 2011).
According to Porter
Hunter Boot Ltd. was founded in 1856, styled as the North British Rubber Company, producing not only rubber boots but also tyres, conveyors and flooring. The famous ‘wellies’ or wellington boots rose to fame when they were mass-produced during World War I to supply the army. By the end of the war ‘wellies’ had become popular for use among the general population as well. After changing ownership several times Hunter Rubber Company became a standalone company in 2004, and was bought out of administration as Hunter Boot Ltd. in 2006. Now solely focusing on footwear, the company has since positioned itself firmly and both the UK and USA footwear markets. In 2008 Hunter closed its plant of 96 years and relocated its headquarters to Edinburgh (Scotland) and production to China. Striving for more efficiency and effectiveness in the production process Hunter boots are only still visually similar to its original design, whereas they have in fact become virtually identical to the boots produced by its competitors. Nevertheless Hunter has experienced a period of considerable growth and is now distributed internationally in over 30 countries (Hunter Boot Ltd., 2013).
The author feels that is important to make a clear distinction between the years up to 2006, which is the year Hunter Boot Ltd. was placed into admission, and the years 2007 and onwards to where Hunter Boot Ltd. is currently controlled by Searchlight Capital Partners LP (SCP)., which is a private investment firm operating in North America and Europe. First this paper will analyse the rise, and demise, of the company and then will shed some light on its resurgence in popularity and turn-around sales in recent years (Paton 2011).
According to Porter
Bibliography: BARNEY, J., 1991. Firm resources and sustained competitive advantage. Journal of management, 17(1), pp. 99-120. DUNNING, J.H., 1993. Internationalizing Porter 's Diamond. MIR: Management International Review, 33 (Extensions of the Porter Diamond Framework), pp. 7-15. FINANCIAL TIMES, 2006, Future far from bright for Britain’s wellies, viewed on 28th of February 2013 <http://www.ft.com/intl/cms/s/0/628795c2-cbd4-11da-a7bf-0000779e2340.html#axzz2MYTEnuR > HUNTER BOOT LTD, 2013, viewed on 4th of March 2013 <http://www.hunter-boot.com/about-us> PATON, E., 2010, Luxury industry movers and shakers, Financial Times, viewed on 1st of March 2013 <http://www.ft.com/cms/s/0/0f2e5894-1c62-11e2-ba75-00144feabdc0.html> PATON, E., 2011, Hunter boots to pursue international growth, Financial Times, viewed on 28th of February 2013 <http://www.ft.com/intl/cms/s/0/4846403a-2800-11e1-a4c4-00144feabdc0.html#axzz2MYTEnuRw> PORTER, M.E., 1998, Competitive advantage of nations, Free press. SHAHRIARI, M. and AHMADI, A., 2010, A Resource-Based Framework of Strategic Marketing Planning to achieve Sustainable Competitive Advantage, pp. 1-13.