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Timberland LLC. Strategy Jen-Wei Wu Slide 2 About Timberland Founded- 1952, Abington, Massachusetts Headquartered- Stratham, New Hampshire Products- Outdoor footwear and apparel Named the 78th best employer in the US on the CNN Money "One hundred best companies to work for" list in 2007. Slide 3 Slide 4 Product Features Durability High quality materials Prices do not come cheap Waterproof, fireproof, anti-fatigue technology Target customers- Hikers; Nature, sports, fashion lovers; people who expect long lasting footwear with love for outdoor activities and people that are eco-friendly Slide 5 Slide 6 Slide 7 Slide 8 Business Strategy Differentiation Product durability High quality materials Waterproof, fireproof, anti-fatigue technology Ecology-friendly strategy Slide 9 Ecology-friendly Strategy Timberland is committed to reducing their environmental impact, and expects to turn a healthy profit at the same time. Slide 10 Reducing supply chain emissions- to standardize metrics and improve factory performance. Global Social Compliance Program Leather Working Group Outdoor Industry Association & Sustainable Apparel Coalition Supply Chain Management Slide 11 Slide 12 Timberland believes that their consumers care about environment, and want to buy from a brand that feels the same way. Without the outdoors and healthy communities, Timberlands consumers would have nowhere to use their products. Ecology-friendly Strategy Slide 13 Slide 14 Slide 15 Slide 16 Slide 17 SWOT Slide 18 Strong retail presence in USA, UK and Canada through flagship stores; present throughout the world through MBOs. Belief in ecological preservation and is involved in active CSR activities. Scientific technology into the production. Various product lines Strengths Slide 19 Prices In the transition stage after its merger with the VF corporation. Timberland relies on sales overseas in Europe and Asia. As the strength of the U.S. dollars grows or weakens, this will affect international sales revenue. Weaknesses Slide 20 It can expand its exclusive retail operations which are limited to USA and UK to new markets which have a growing demand for outdoor wear. It can sponsor various outdoor sports outside USA which increases the brand awareness. Opportunities Slide 21 Timberland outside American markets faces identifiability issues wherein many brands are offering similar products. Tough competition from domestic and international players Threats Slide 22 Business Strategy Differentiation Product durability High quality materials Waterproof, fireproof, anti-fatigue technology Ecology-friendly strategy Slide 23 Questions/ Discussion Thank you!