(Company Analysis) Kathmandu Holdings Limited

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Table of contents 1.EXECUTIVE SUMMARY 2.INTRODUCTION 3.HISTORY 4.CORE VALUES 5.BUSSINESS OVERVIIEW 5.1.Market 5.1.1.Specialist 5.1.2.Mainstream/lifestyle 5.1.3.General merchandise retailers 5.2.Market participants: retailers 5.3.Market participants: wholesalers/brand competitors 5.4.List of Major Competitors in the industry (Australian stores New Zealand stores) 6.CUSTOMER TRENDS 7.BUSINESS MODEL 8.MARKETING ACTIVITY AND PRODUCT STRATEGY 8.1.Marketing activity 8.2.Brand planning 8.3.Customer research 9.BRAND HIGHLIGHTS 9.1.Brand recognition 9.2.A market leader in Australia and New Zealand 9.3.Technical products with wide market appeal 9.4.Distinct advantages from Vertical integration 9.5.Attractive and stable…show more content…
Since the acquisition, Kathmandu has invested heavily in its business platform, including staff, IT infrastructure and distribution capacity, and its store footprint. 4. CORE VALUES As the company states: For us the dream is individually defined. It may be that moment of escape on Friday at 5pm as you leave the office for a weekend of adventure. Packing up the family and car for a holiday along the coast. Seeing those hard-earned savings turn into an around the world ticket to destinations unexplored and fitting your essential world into a backpack. Finding a weekend when everyone is free to play, sleeping under the stars, reaching the summit, or simply making time for friends. Whatever the dream, it.s about getting out there and having fun – however you define it. A group of people passionate about living the dream - not playing it safe but trying new things, always searching out new toys. We.re not world famous explorers (though they can be our customers) but everyday people helping turn fantasies of escape into real possibilities. 5. BUSSINESS OVERVIIEW . Kathmandu is a leading retailer of clothing and equipment for travel and adventure in Australia and New Zealand . Vertically integrated business from in-house design team to company-owned . retail chain . Total sales are split approximately 60% clothing and 40% equipment . Design tailored specifically for Australian and New Zealand conditions . 93 stores as at 5 May
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