AriatBy: Amelia Nickelson

HistoryFounded by to women Beth Cross and Pam

Parker in 1990They set out to make the boots not as stiff,

heavy and hard on feet

Why people……Buy

They buy because they know they will receive something that will last longer through those tuff days.

They are happy because of the items they have purchased and know they will last.

Loyal customerWendy DagueFound this person at workThis person hard working, out going, loyal,

thoughtful of others, country girl, and leader.She has had a pair of boots for 10 years and

will not let them go. She says she will not let them go until she falls through her boots.

StakeholdersThe customers are the stakeholdersSupportive

The loyal customers are going to be supportive of something new that they know will last long and feel comfortable on their feet at the end of the day.

StakeholdersNon-Supportive

The customers that do not like the Ariat brand will be the non-supportive. They will no want something new and improved to beat the brand they like.

Weakness One of the weaknesses is that Ariat brand is

more expensive than most brands. Most customers think that Ariat just makes

cowboy boots, they do not, they make Performer (English) and Competitor (Western)

They also make clothes for men, women and children

Strengths Ariat has a work category of boots, Cascade Expanded to the Australian, UK and other

European marketsFormed the Ariat Pro team of Western

athletes, these athletes are top athletes of their sports.

Opportunities Ariat goes to rodeos around the world

looking for new ideas on their boots and clothing style

There are careers for everyone Quincy was found at the Cal Poly San Luis

Obispo RodeoShe has her own leather and rubber soled

boots

Threats Ariat is not found in too many small stores

they have to be in chain storesMore expensive than other brandsEnglish performing boots are hard to findSoles of the boots ware down easily

Why Re-BrandI want to re-brand Ariat because they have

more than just boots, they have clothes, purses, belts, and accessories.

Ariat does not have commercials on tvThey are more than just boots I want customers to know Ariat for their

proceeds to the equestrian community, because they do not just make boots they are proud sponsor and supporter of many different organizations, individual athletes and events throughout the equestrian community.