BERGHAUS:
AN ANALYSIS
WEAKNESSES
COMMUNICATION (PROMOTION)
Unclear brand positioning
Tension between Traditional markets vs Adventurer markets
Lack of differentiated look and feel in Traditional market
Aquisition of Brasher confuses positioning
STRENGTHS
ABILITY TO SATISFY KEY CONSUMER WANTS (PRODUCT)
Investment in innovation
Strong partnerships with technology manufacturers e.g. Gore, Primaloft as well as in-house capability e.g.Hyrdroshell
Award winning
Environmentally responsible product development
Strong technical performance: weight, breathability, durability
Production of products suitable for global market
OPPORTUNITIES
SOCIAL TREND FOR BOUNDARY-PUSHING OUTDOOR ADVENTURE
Popularity of ultramarathons
Increasing reach of trail and fell running
Increasing media coverage of exploration and human endurance
THREATS
INTENSITY OF DIRECT COMPETITION
Haglofs, Mountain Equipment, Osprey, Montane, Arc'teryx....
Berghaus lacks clear USPs or a brand promise to differentiate itself from an increasing number of competitors in both the traditional and adventure markets.
WHAT DOES COMMERICAL SUCCESS LOOK LIKE?
Increasing loyalty and share of wallet valuable markets
HOW WOULD I ACHIEVE SUCCESS?
Identifying audiences with the greatest CLTV potential
Acquire these audiences then focus on loyalty
Development of market-lead branding
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CONVENIENCE TO BUY (PLACE)
Distribution strategy too intensive
Do retailers and partners match with brand vision and service aspirations?
Closure of 2x stores - positive
A clearer brand proposition
Digital transformation
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