Nowadays, people increasingly realize that the earth is in danger and that if we keep on damaging it the future generation will face significant problems such as lack of water, of natural resources and global warming. That's why many actions are taken by numerous organisations and that people not only tend to use fair-trade but also involve themselves in environmental causes. Patagonia has been doing it for many years, when people did not even realize that the earth was in jeopardy. It has always taken in account environmental issues by offering good-quality products and avoiding damage on nature. However, today the company is accused of using this environmental commitment as a marketing strategy. Thus, we are going to deal with this business case, in order to make you more familiar with the company. Any sporting or recreational activity that takes place outdoors, as compared to a sport or an activity requiring indoor installations. It is also a sport or an activity directly linked with the nature that is to say away from civilization (e.g. climbing, fishing, canoeing, trekking...).
[...] The brand The price between and about about 100 between and about 100 about So, we can say that Chlorophyll has higher prices than competitors, but as Patagonia it is a way to put the quality of the products forward. And finally we can conclude that the leading brands have cheaper fleece jackets in order to attract all kinds of consumers. II) The company A. History of the company The founder of the company: Yvon Chouinard Yvon Chouinard was born in 1938 in Maine, and became an outdoor activities and sports lover since his teen age. [...]
[...] REI Cozumel Organic cotton/Lycra Patagonia long-sleeves waffle crew Long- sleeve tee $28 with 95% of organic cotton with 75% of organic cotton and of spandex, and 25% polyester. Patagonia's products are pricey. But we can understand most of that, because people get what they pay for and high quality products cost the manufacturer more money. However there are at least three other reasons. First the company is involved in environmental protection so part of the money goes to protect the wilderness and to promote renewable energy sources (solar /wind). [...]
[...] - Dealers : stores specialized in outdoor apparels - On the Internet Promotion: - Yvon Chouinard's book : Let my people go surfing - Website (25,000 visits daily) - Promotion in stores - Awards for the commitments of the company in the protection of the environment Personnel: - It shares the values of the firm - It contributes to the projects the firm is committed in : for example it recycles bottles inside the facilities Physical evidence: - The logos : and “Patagonia” Process : - The products are sold in Patagonia's shop, in specialist dealers, and on the internet. [...]
[...] for billion in France and for $181 billion in the US in 2005. It also represents an annual growth of in France and in the US in the sporting goods industry. The outdoor market is a growing market and is always very attractive for new firms. However, this sector is fragmented because it is made up of a lot of companies which can be specialized or not. In addition, it exists the European Outdoor trade fair (in Germany) and the Outdoor Retailer Winter Market (in Salt Lake City) which shows that outdoor sport is a dynamic market in the sporting goods industry. [...]
[...] This plant is an exact copy of Patagonia but with limited resources. It gives the opportunity to its employees to participate in outdoor activities while at work. This also provides a way for the company to test the new collections. And as Patagonia this Quebec based company chose a name in reference to the nature. To conclude, I took the example of a fleece jacket for men (however, I didn't take the quality into account) in order to show the different prices between the brands. [...]
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