Timberland LLC. Strategy Jen-Wei Wu

About Timberland Founded- 1952, Abington, Massachusetts Headquartered- Stratham, New Hampshire Products- Outdoor footwear and apparel Named the 78th best employer in the US on the CNN Money "One hundred best companies to work for" list in 2007.

Product Features Durability High quality materials Prices do not come cheap Waterproof, fireproof, anti-fatigue technology Target customers- Hikers; Nature, sports, fashion lovers; people who expect long lasting footwear with love for outdoor activities and people that are eco-friendly

Business Strategy Differentiation  Product durability  High quality materials  Waterproof, fireproof, anti-fatigue technology  Ecology-friendly strategy

Ecology-friendly Strategy Timberland is committed to reducing their environmental impact, and expects to turn a healthy profit at the same time.

Reducing supply chain emissions- to standardize metrics and improve factory performance.  Global Social Compliance Program  Leather Working Group  Outdoor Industry Association & Sustainable Apparel Coalition Supply Chain Management

Timberland believes that their consumers care about environment, and want to buy from a brand that feels the same way. Without the outdoors and healthy communities, Timberland’s consumers would have nowhere to use their products. Ecology-friendly Strategy

SWOT

Strong retail presence in USA, UK and Canada through flagship stores; present throughout the world through MBO’s. Belief in ecological preservation and is involved in active CSR activities. Scientific technology into the production. Various product lines Strengths

Prices In the transition stage after its merger with the VF corporation. Timberland relies on sales overseas in Europe and Asia. As the strength of the U.S. dollars grows or weakens, this will affect international sales revenue. Weaknesses

It can expand its exclusive retail operations which are limited to USA and UK to new markets which have a growing demand for outdoor wear. It can sponsor various outdoor sports outside USA which increases the brand awareness. Opportunities

Timberland outside American markets faces identifiability issues wherein many brands are offering similar products. Tough competition from domestic and international players Threats

Business Strategy Differentiation  Product durability  High quality materials  Waterproof, fireproof, anti-fatigue technology  Ecology-friendly strategy

Questions/ Discussion Thank you!