Problems within the Company Columbia Sportswear has a few pressing problems that the entire company faces, but there is one area that stands out. During the course of our research, we have found that Columbia has encountered a huge customer service issue. Complaints about this department heavily outweigh their compliments. An interesting point to make is that the complaints aren’t directed solely at the product’s quality. Though this may be the initial issue that leads the customer to seek help from customer service, the other issues start shortly after. Within reading many of the complaints, one problem is that customers are not able to fully understand those working in this department. Numerous customers have made it very evident that some …show more content…
The return policy states that all items must be returned within 30 days of the purchase date in unworn and original condition. This means that if something happens to the product after thirty days, then you’ve just wasted your money. With that being said, the majority of return period could be spent on shipping and that’s not fair to the customer. The refund could take up to three days if paid with a credit/debit card, but if you paid with a gift card, then the credit could take up to 15 days to show up on the account. This concern must be ratified now if Columbia wants to stay in business. By extending this deadline or even omitting the time it takes to ship, would help in the customer satisfaction area. Though this may introduce a little more work, it would keep the customers relating to this problem much more …show more content…
According to the article we see that Columbia’s focus on the supply chain was based on an analytic software, which led to an increase in profit, but left out how customers feel about their product and service. Building a direct relationship with their customers will help solve most of the problems discussed, if not all. Columbia Sportswear is a company that can afford to better its customer service, shipping and return policy, by allocating funds that will set workshops with its board-members in finding strategies that will build a better relationship with their customers looking at the different problems identified, their income statement for previous years shows that there has been an increase in Net Income for the past two years, so money will not be an hindrance in tackling this problem. Columbia have shown they have the skills to boost profits, which is shown in the analytic system they implemented and these system cannot run without having experts that will be in charge, these same skills could be applied by their professionals to find strategies that will build a strong relationships with its customers. Their capability is certain because they have been taking steps in other to make more profit, an example will be selling products at the full price rather than the discounted price as discussed in the
Regarding strategic control, they were faced with determining how to move forward, and with what mix of product offerings? The leadership realized that with shrinking profits and increased competition the status quo would not guarantee long-term survival. Execution via their previously successful marketing channels would be problematic without either some sort of peace offering to dealers and installers, or a total shift in the advertising and sales process. The dealers and installers interacting with the customer were more likely to understand the customers concerns. Unless the company rebuilds their relationship with these front-line sales force, the customer service will suffer and ultimately the brand equity will continue to erode. The idea that the dealer is treated as the most valuable link to the customer and feels completely supported by the supplier, is exactly what enabled Caterpillar to survive in the late 1990’s. (Fites, 1996). Regardless of how the company addresses their root problems, a marketing channel analysis will undoubtedly conclude that both order getting and order servicing expenses will initially increase. In the short-term, the relationships must be rebuilt. In the long-term, they must shift overall strategy to remain profitable. If they elect to maintain their high-end product mix, customer expectations will increase demanding more from
Offering special products is marked under strengths and opportunity; however, long term sustainability must ease the weaknesses and threats posed by competitors and external markets forces. However, they are several other strengths of this company that outweigh the weaknesses but can easily be threatened. Lululemon has a great brand equity and knowledge in the market which has helped them development a customer loyalty. While Lululemon’s strengths is challenging, limiting their products to a special market, with higher than normal prices opens the markets for competitors. Lululemon has several weaknesses, they only offer a specialty product and it mostly aimed to attract woman. The company’s profitability has decreased over the recent years, showing the necessity for Lululemon to sustain its economic growth through product diversification and geographical expansion. Many of their competitors have grown, mostly likely due to their global growth and divarication. If Lululemon would expand their market growth this would open up so much more opportunity for this company to grow. One of their weaknesses is there is the dependence on suppliers. This opens a great opportunity for Lululemon, right now they are heavily relying on suppliers around the world and they do not have their own manufacturing facilities. This is causing the company to spend more money of vendors to
Nike's Lance Armstrong, LaDainian Tomlinson, Brandi Chastain and Freddy Adu Share Thoughts on Revolutionary Nike FREE Shoes PR Newswire US
44. Columbia Sportswear Company. Columbia. About Us. [Online] April 18, 2012. [Cited: April 23, 2012.] http://www.columbia.com/About-Us/About_Us_Landing,default,pg.html.
The other problem people face with many other online clothing retailers is the inconvenience caused if they need to return a product. With our service, the customer does not pay the price for the product and has considerable amount of time to come to a decision as to whether or not to buy the product. This removes any remaining doubt in the customer’s mind and increases customer confidence levels.
1. Is the international market arena in which your athletic footwear company competes characterized by multicountry competition or global competition? Explain why.
First, when shopping, a big factor that will impact a customer 's experience is the customer service. Whether it’s from a simple “hello”, or an employee going out
American Eagle Outfitters is corporation. There are multiple owners that specifically own the company through purchase of stock.American Eagle Outfitters, Inc. (AEO Inc.), incorporated on January 26, 1972, is a specialty retailer that operates over 1,000 retail stores and online at ae.com and aerie.com in the United States and internationally.
What makes a person choose one brand of clothing over another? Is it the price? Or is it the style of the clothing? There are numerous factors that will play a key role in determining who will purchase your products and why they will choose to purchase your product. Kevin Plank, the founder of Under Armour and former captain of the special teams on Maryland University’s football team, would become infuriated at the amount of times he was forced to change his undershirt during games and practices due to how heavy with sweat they would become. He set out to create a shirt that would help keep an athlete cool and dry during intense physical activity. This simple idea would develop into a powerhouse in the sports apparel industry and has broken into the sports equipment industry as well.
Management experience will also play a large role in the success of the forecast. The current team is quite new and will gain some needed experience over the next year in the hopes of staying on track for success. The ability of management to ensure product is readily available for the client, their training techniques with new and seasoned associates, and general management style will ensure success or spell defeat for the store.
...CS.com, 2005). The key to the success of this partnership between UPS and Adidas is the single, streamlined (integrated) supply chain that allows them to view all aspects/processes within it and to adjust when and wherever necessary. Visibility throughout the entire supply chain process produced results for Adidas by increasing order accuracy, improved customer satisfaction, and a boost in on-time deliveries. Flexibility is the key process that is needed in the supply chain integration processes, the ability to ramp up or ramp down operations can make a world of difference in operations and meeting customer demand.
With the increased monitoring and enforcement of labour practices; Nike being in the public spotlight and subject to negative publicity on their subcontracted factories is forced to readjust the working conditions of their cross ocean factory workers to abide with proper regulations. This has caused Nike to modify their factory standards and employee working conditions by; limiting the maximum hours worked a week, implementing proper ventilation systems to filter out toxic fumes, increase worker access to protective equipment, and increase the capacity of medical facilities and medical staff for their workers.
In reviewing the case of New Balance Athletic Shoe, Inc. it is clear that there are a few major problems that the company is facing. First of all, New Balance falls behind its other major competitors, Nike, Adidas and Reebok, in the area of marketing. Unlike its competitors, New Balance does not undertake celebrity endorsements. This puts them at a disadvantage when it comes to brand building. This also causes the company to lose out somewhat on gaining awareness on a global scale as it lacks endorsements in major sporting events. Most global brand names generate strong brand recognition through celebrity endorsements in sporting events that would give them the needed momentum to carry their brand name further into the global market.
The aim of this project is to highlight the product by considering the objectives of marketing and communication. Sports shoes are the most common shoes used as regular basis. These kinds of shoes are meant for running, exercise, walking .Sports shoes are commonly known as: running shoes and athletic shoes. Due to a great competition in the market of Sports shoes, Marketers are providing modified sports shoes as per requirements of customers.
Nike is the number one innovator in the world in athletic footwear, apparel, equipment, and accessories. This worldwide company operates in an extremely different organizational structure than other companies, such as Reebok and Adidas. Nike operates tremendous marketing strategies and develops inventive designs to inspire athletes around the world. This company is one of the largest suppliers in the world in athletic footwear and apparel, main producer of sports equipment, and making Nike the most valuable brand among sports companies. The task for Nike is to join diversity and inclusion to encourage ideas and innovation. Around the world, this company is a popular brand.