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Strategic Marketing Analysis Of Kathmandu Holdings Ltd Essay

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1. Introduction

The purpose of this report is to provide a strategic marketing analysis of Kathmandu Holdings Ltd (Kathmandu) and the clothing retail sector in New Zealand with specific reference to the outdoor clothing apparel market. The report aims to:
• Evaluate concepts and principles of strategic marketing and the application to the development of an appropriate marketing mix for Kathmandu.
• Develop competitive strategies for positing Kathmandu in the outdoor clothing retail market.

Kathmandu Holdings opened its first store in Christchurch in 1987. The company is a leader in the outdoor apparel and equipment sector and listed on the New Zealand Stock Exchange in 2009. Today they operate 47 stores in New Zealand, 114 stores in Australia and 1 in the United Kingdom. They mainly sell Kathmandu-branded products that is designed by an in-house team of designers. The company achieves roughly 95% of all sales from Kathmandu branded products. Sales are achieved via physical stores and an online option via their website (Kathmandu Website, 2016).

The company motto is “Live the Dream” and they aim to fulfil their customers need and desire for comfortable clothes and equipment for travel and adventure sport. Kathmandu has described quality and performance as the key to their new design initiatives and they invest substantial resources that focuses on design, quality, technical development, merchandising and supplier management functions. They develop products that are
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