MARKET ANALYSIS ON ‘SHERPA’(SPORTS EQUIPMENT SECTOR)

DONE BY : ELVIS RANJIT, DURLAV SUBEDI, TENZING SANGMO LAMA, ZUNU GURUNG

CONTENTS1. WHAT IS “SHERPA”?2. TOWS ANAYLSIS OF “SHERPA”3. SHERPA TARGET MARKET4. CRITICAL SUCCESS FACTORS5. ACKNOWLEDGEMENT6. BIBLIOGRAPHY7. QUESTION PAGE

WHAT IS ‘SHERPA’ ?

• ‘Sherpa’ is an internationally renown Nepalese brand which creates adventure gears that earns the praise of the world's toughest high-altitude climbers.

• It was inspired by sheer chance in 2003 and has expanded to 12 different countries all over the world, including Nepal.

• 60% of their total sales in Nepal are foreigners and the rest 40% are the locals.

• ‘Sherpa’ offers outstanding outdoor clothing and gear (e.g. trekking, mountain climbing, hiking), a line of base layers, travel clothing, shells and winter-worthy insulation.

External opportunities(O)

Launch new range of products for other target markets

Media promotion New technology can increase

sales Good corporate social

responsibilty (fund raised for underprivileged sherpa children

of nepal)

External threats(T)

During recession, people might not be able to afford their products

Bad political situation hinders inflow of tourists which might affect sales

Limited market Inability to cope with new technology

Internal strengths(S)

Outstanding quality Good brand image

Goodwill of owner & company Experts with maximum experience &

knowledge (sherpas)

SO• Goodwill and CSR of the company

will attract good media and customers.

• New technology can improve the quality and hence increasing

sales.

ST• They can increase their market share by

launching a new more affordable range of products.

• With the experience that they have and the new technology, they will be able to

create better products.

Internal weakness(W)

Pricing (high) Only winter gears

(limited range) Products not fashionable

WO• With good CSR, customers would

ignore high price of the product• With new range of products &

media promotion, we can overcome the unfashionable

products.

WT• If prices of the products are lowered,

then people can still afford even during recession.

• By creating more fashionable products, we can eliminate the limited market

problem.

MIC

ROMACRO

TOWS ANALYSIS OF ‘SHERPA’

Source: ekantipur.com

SHERPA’S TARGET MARKET

OUTDOOR ADVENTURERS TREKKERS AROUND THE WORLD MOUINTAINEERS HIKERS

Local primary target market of ‘sherpa’(trekkers, nepal)

COMPETITORS FOUND IN NEPAL

LOCAL INTERNATIONAL

SHERPA OUTDOORS THE NORTH FACE

FAKE NORTH FACE (LOCAL) HARD WEAR

BLACK YAK

CRITICAL SUCCESS FACTORS (CSF)

All the products of SHERPA are of the best quality tested

by experienced Sherpas, worn by many people

all over the world.

The name Sherpa got renowned throughout the

world because of the Sherpa mountaineers (e.g. Tenzing

Norbu Sherpa, Pasang Lhamu Sherpa)

Every Sherpa product sold, helps raise funds for

underprivileged Sherpa children of Nepal

(increased Goodwill)

Increasing inflow of trekking tourists in Nepal increases

Sherpa’s sales.

SUCCESS

Acknowledgment • Thank you Ang Phurba Sherpa

(Sherpa’s manager)

• Thank you Mr. Dipankar Sherpa for your guidance!!!

• Thank you Mr. Birat Shrestha for

your instructions.

• Thank you colleagues for listening to us

BIBLIOGRAPHY Information Sherpa Adventure Gear Inc. (2013) About Us (Accessed on 30.10.2013)

http://www.sherpaadventuregear.co.uk/about-us-i1

Uk essays (2013) Sherpa Adventure Gear. (Accessed on 29.10.2013)http://www.ukessays.com/essays/history/sherpa-adventure-gear.php

The Kathmandu Post (2012) Number of trekkers projected to rise 20 percent this year. 02.11.2012, (Accessed on 30.10.2013)http://www.ekantipur.com/the-kathmandu-post/2012/11/02/money/number-of-trekkers-projected-to-rise-20-percent-this-year/241344.html

• Mind Tools (2013) Using the TOWS Matrix (Accessed on 30.10.2013) http://www.mindtools.com/pages/article/newSTR_89.htm

Pictures Sherpa Adventure Gear (2013) [picture] At:

http://www.canadianoutdoorequipment.com/store/sherpa-adenture-gear.html (Accessed on 30.10.2013)

Sherpa Adventure Gear Showroom (2013) [picture] At: http://www.spacesnepal.com/2013G7.php (Accessed on 30.10.2013)

Sherpa Adventure Gear (2013) [picture] At:http://www.sherpaadventuregear.com/fw13-womens-khangri-alpine-series.html (Accessed on 30.10.2013)

INFOGRAPH

THANK YOU FOR LISTENING,

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