Lauren Gault John Rogers Ian Paul L.L. Bean

Background  L.L. Bean is an outdoor apparel company that was started by Leon Leonwood Bean in As a nature enthusiast he found that there was a niche market that he could enter; Offer a wide assortment of practical and functional clothing and accessories for the avid outdoorsmen.  L.L. Bean is still a family-owned business and privately held.

Background (cont.)  L.L. Bean sells most of their merchandise nationally through internet and catalog orders. There are a few retail stores as well as outlet stores in several northeastern states.  There are over 21,000 products that L.L. Bean currently sells, many have been classics throughout the companies heritage.  As a company L.L. Bean has donated over 5 million dollars to conserve our national resources.

Marketing Mix  Products –Outdoor apparel for man, woman, child –Footwear –Outdoor gear –Luggage & travel accessories –Home & outdoor living Home & outdoor livingHome & outdoor living  Price –Average for the industry  Place –200 million catalogs/yr. plus 10 specialty catalogs –6 retail stores, 14 factory outlets (NE USA, Japan)  Promotion –Word of mouth, strong reputation –Outdoor Discovery Schools

Target Market

SWOT Analysis  STRENGTHS –Environmentally responsible –Outstanding customer service –Top rated e- commerce sites on the WWW –First mover advantage –High quality private brand goods (90%)

SWOT Analysis  WEAKNESSES –Few store locations  OPPORTUNITIES –National & international expansion –Expansion into ‘fashion clothing’: Continue competing with stores like J.Crew & Eddie Bauer –Other market segments

SWOT Analysis  THREATS –Current competitors:  REI, Cabela’s, Sports Authority –Other online competitors –Competitors in the ‘fashion clothing’

Sources     Montgomery, M.R. “The Marketing Magic of L.L. Bean”. Boston Globe Magazine. December 27, 1981  Montgomery, M.R. “The Marketing Magic of L.L. Bean”. Boston Globe Magazine. December 27, 1981