NAME THIS LOGO.

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Presentation transcript:

NAME THIS LOGO

Columbia Sportswear

History Timeline 1938 - Started in Portland, OR by woman named Gert Boyle. Small family owned hat company 1960 – Gert Boyle creates fishing vest and changes company name to Columbia Sportswear 1975 – Columbia goes INTERNATIONAL! Available in 72 countries

1990 – First advertisement was created and aired nationally 1991 - Omni-Tech waterproof breathable lines introduced 1993 – Footwear introduced 2004 – Company reaches $1 billion dollars in annual sales

2011 – Columbia sponsors US freestyle Ski Team 2009 – Launched E-commerce 2011 – Columbia sponsors US freestyle Ski Team 2013 – Omni-Freeze line (“makes hot people cool”) wins National Geographic Adventure’s Gear of the Year A couple ads that made their name known: http://www.columbia.com/Heritage-Video/Explore_Heritage_Video,default,pg.html

STRENGTHS Leading innovator in the global outdoor apparel, footwear, accessories and equipment industries Creators are huge outdoor enthusiasts! Strong brand recognition High quality sportswear Strong presence in digital and social media I.e. Facebook, Twitter, YouTube, & Google+ Variety of sportswear for sports & outdoor activities i.e. Shoes, jackets, pants, shirts, coats Large target market: kids, men & women

WEAKNESSES Expensive Identity issue outside of US and Canada Stock is predicted to fall Weak operating cash flow Unimpressive growth in net income

OPPORTUNITIES Make Columbia Sportswear brand more recognizable outside of U.S. & Canada Market Mobile Apps more Expand assortment of sporting goods

THREATS Competitors: Timberland, Nike, North Face, Patagonia Price competition International presence Counterfeit products sold at lower price

Ivana Mkaic, Mackenzie Williams, Dominique Loberg Sources: http://www.mbaskool.com/brandguide/lifestyle-and-retail/3577-columbia-sportswear.html http://www.thestreet.com/story/11230583/1/columbia-sportswear-company-stock-downgraded- colm.html http://seekingalpha.com/article/1507282-columbia-sportswear-you-can-buy-the-clothes-but-not-the- Stock http://www.adweek.com/news/advertising-branding/columbia-sportswear-hires-north-fall-2014-creative-152408 http://www.columbiasportswear.co.za/columbia-history http://www.columbia.com/About-Us/About_Us_Landing,default,pg.html Powerpoint By: Ivana Mkaic, Mackenzie Williams, Dominique Loberg