Management Strategy and Decision Making

Problem Situation

Despite that North Face and Patagonia companies are very success in offering garments and climbing gear, backpacking, skiing, and running gears, they do not consider the external factors which may influence their business (Meltzer, 2017). The two companies are rivals who offer their products to urban customers who lead relatively unadventurous lives.  This marketing strategy used by both companies is weak because it does not have clear target customers and their demographic characteristics. Basically, customers are very rational and hence they purchase products based on their perceived value and therefore, customers who are not adventurous may not find the value of climbing gears offered by the two companies.

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Obradović, S., Fedajev, A., & Nikolić, Đ. (2012). Analysis of business environment using the multy criteria aproach – case of Balcan’s transition economies. Serbian Journal of Management, 7(1): 37-52.

Sadler, P. (2003). Strategic management. London: Sage

Zarrella, D. (2009). The social media marketing book. New York: Sage