Patagonia Case Summary

Powerful Essays
Patagonia: A Case Briefing
Prepared by Kenny Ruth
In partial fulfillment for Integrated Business Planning I
Dr. Michele Govekar

Company History With an entrepreneurial spirit from early in his career, Patagonia’s founder Yvon Chouinard’s story is truly a tale of turning one persons passion into many peoples lifestyles. Beginning in 1957, Chouinard got into the business of by creating his own version of climbing “pitons,” the pegs climbers use to scale the sides of mountains or rock formations. By 1967 he had partnered with fellow climbing enthusiast Tom Frost and created Chouinard Equipment Ltd. By the early 1970’s, the pair became the largest supplier of climbing hardware in the United States, while also opening the first Patagonia store in Ventura, California. (2009) The name Patagonia is homage to the region of southern Argentina and Chile. As abstract as a name can get, the overall idea and
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Increased importance of customer service 2. Appreciation of environmentally friendly products 3. Strong employee base/retention 4. Research and development 5. High quality products | Weaknesses 1. Inability to generate new products in a timely manner 2. Lack of growth into other markets 3. Weak brand name 4. In need of better marketing 5. Price | Opportunities 1. Opening new stores 2. Expansion of target markets 3. Global expansion 4. Increase online traffic 5. Customer incentive program | Threats 1. Competitors 2. Cheaper alternatives 3. Aging target market |

Exhibit C
Marketing Mix

Product- Multiple LinesAlpineSportswear“Capilene”Luggage/Hard goodsEnduranceKidsAccessoriesFishing- Most made from organic cotton and specially manufactured fabrics to be more durable and environmentally sound*Lots of research and development*Innovation- Offer “classic” looks as opposed to following industry trends | Price- Higher quality = higher priceHigher price due to cost of cotton

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