Download - NAME THIS LOGO
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NAME THIS LOGO
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Columbia Sportswear
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History Timeline• 1938 - Started in Portland, OR by woman
named Gert Boyle. Small family owned hat company
1960 – Gert Boyle creates fishing vest and changes company name to Columbia Sportswear
• 1975 – Columbia goes INTERNATIONAL!
• Available in 72 countries
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• 1990 – First advertisement was created and aired nationally
• 1991 - Omni-Tech waterproof breathable lines introduced
• 1993 – Footwear introduced• 2004 – Company reaches $1 billion dollars in
annual sales
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• 2009 – Launched E-commerce• 2011 – Columbia sponsors US freestyle Ski
Team • 2013 – Omni-Freeze line (“makes hot people
cool”) wins National Geographic Adventure’s Gear of the Year
• A couple ads that made their name known:http://www.columbia.com/Heritage-Video/Explore_Heritage_Video,default,pg.html
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STRENGTHS• Leading innovator in the global outdoor apparel,
footwear, accessories and equipment industries• Creators are huge outdoor enthusiasts! • Strong brand recognition• High quality sportswear• Strong presence in digital and social media
I.e. Facebook, Twitter, YouTube, & Google+• Variety of sportswear for sports & outdoor
activities i.e. Shoes, jackets, pants, shirts, coats• Large target market: kids, men & women
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WEAKNESSES
• Expensive• Identity issue outside of US
and Canada• Stock is predicted to fall• Weak operating cash flow• Unimpressive growth in net income
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OPPORTUNITIES
• Make Columbia Sportswear brand more recognizable outside of U.S. & Canada
• Market Mobile Apps more• Expand assortment of sporting
goods
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THREATS
• Competitors: Timberland, Nike, North Face, Patagonia
• Price competition• International presence• Counterfeit products sold at lower price
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Sources:
http://www.mbaskool.com/brandguide/lifestyle-and-retail/3577-columbia-sportswear.html
http://www.thestreet.com/story/11230583/1/columbia-sportswear-company-stock-downgraded-colm.html
http://seekingalpha.com/article/1507282-columbia-sportswear-you-can-buy-the-clothes-but-not-the-Stock
http://www.adweek.com/news/advertising-branding/columbia-sportswear-hires-north-fall-2014-creative-152408
http://www.columbiasportswear.co.za/columbia-history
http://www.columbia.com/About-Us/About_Us_Landing,default,pg.html
Powerpoint By: Ivana Mkaic, Mackenzie Williams, Dominique Loberg