Marketing Environment Analysis: the case of a snowboard company
Snowboards are considered as one of the most strategic seasonal and thus require much analysis into the marketing environment for such a product to be a success. Since it’s a seasonal i.e. it get peak merchandise during the winter season, the company in question has to consider marketing factors that will achieve greater sales during this period and even after compared to its competitors.
To achieve this goal, it is very critical for Burton Snowboards to analyze its marketing environment strategically to help position itself well amongst its competitors. This can be done by employing the “SWOT” analysis to help it deal with its internal marketing environment whiles grasping the “PESTEL” marketing environment analysis for the external environment.
The SWOT analysis tackles the following:
S- Strength of the company
W- Weakness in the company
O- Opportunities that can be capitalized in the company
T- Threats to battled
Thus in the case of Burton snowboards, their strengths could be the brand image that have been built over the period that gives them competitive advantage. If there are no specific strengths in the company, the company ought to strategize and to build one in their company. If this is not well tackled the competitors will use it to the detriment of Burton.
Also, with the weakness of Burton snowboards the company has to find ways of fighting any weakness like poor quality of products during the peak seasons so other competitors will not use it as a strategy against them which could reduce their sales during the peak periods.
Considering the opportunities that can be capitalized by Burton, the company can start producing most of their snowboards during the low peak season so that it will reduce the pressure on the company during the peak season times. But if some opportunities are not well utilized, the competitors will turn them to threats against Burton.
With some threats such...