Patagonia targets customers from a different direction using demographic and psychographic market segmentation. Patagonia organization has different countries where they are marketing their product and merging with major manufacturing organization. The Patagonia has employed different marketing criteria and directing the effort in attraction of customers through advertisement and promotions (Fifield, 2007). The information that is presented to the customers is mainly concerned with the products such as clothes and drinks. Jackets that are being advertised have different colors and materials quality hence covering different wide region depending with the weather and climate in such places.
In demographic market segmentation, customers are targeted in the basis of gender both male and females of middle age. Patagonia considers the market segmentation depending with the product they are advertising. The target customers are addressed differently through provision of the product advantages and quality. According to company's website, the target customers are identifiable through the products that are being advertised.
Vision
Patagonia's vision
The vision of Patagonia is to get more outdoor customers and improve on the sales through application of the "Cyber Monday." The application tends to ensure the customers regardless of the location, and they are having access to the information concerning the product. Therefore, the vision is to improve the marketing of the products and accessing target customers easily.
Through the walking the talk article, the "Do not buy the jacket" slogan is essential in attraction of the customer's attention. This is used to ensure the customers gets into a situation of finding what the maker of the jackets. The customers subject their attention in the jackets and then to realize the quality (Fifield, 2007). The products have the best features, and hence, they are curious enough to get one piece. As a mode of marketing, the Patagonia tends to ensure the attentions attracted from the potential customers are fully utilized.
"Do not buy the jacket" is fitting to the Patagonia's vision as it is exceptional in customer's attraction. The number of the viewers in the website is high as they seek to understand the reason behind the statement. It also increases sales as the quality presented in the website is also high, and all the details on price color and size are presented.
Patagonia advertising
"Do not buy this jacket" advertising campaign provides a platform for customer's attraction. Its application seems contradictory to the customers and hence raising the curiosity concerning the statement. Therefore, the number of the visitors to the internet increases to find out reason but hence the images presented are of high quality. They are turned to become the potential customers through the attraction of variety jackets features such as color, sizes and prices. The function of the ad in the market context is to attract of customer and to gain the interest in getting the information concerning the jacket.
The strengths that are associated with the jacket are deducted from the prices and quality. They are out wearing those covers different regions depending with the materials. The application of the independent media in the advertising the product provides it with a large scope to provide the information to the customer. This increases the number of the customers purchasing the jacket. The weakness is on the increased competition in the outerwear from other companies that are offering the same services. The Patagonia has to ensure they are competitive to meet the customer's need and win them.
The purpose of the beer introduction is based market expansion and adding value to the Patagonia market. The beer brand introduced has a great history and having such performing company's helps in attracting customers. The strengths that are associated with the beer introduction is focused in the increasing the market base. It would promote the Patagonia website through the large viewers and hence introduce other products in the market. The weakness arises in the advertisement of the beer product and how it relates with the clothing's. During the advertisement, the Patagonia markets have the challenges in attracting the customers in purchasing the clothes and beer at the same time. Therefore, they are done separately hence creating double cost in advertisement. The customers would only major on the target product hence reducing the impact of the product.
Environmental forces
Through the application of SWOT analysis, there are factors that are affecting and applied in the Patagonia at different capacities. They are either micro or macro environment depending with the market situation. The strengths arise in the organizational capabilities whereby the Patagonia gets new management through introduction of CEO whereby, performance and productivity changed drastically and tripled the profit. The other strength that the Patagonia is enjoying is the presence of an independent advertising media. It is in a position of updating the product they are selling at own free will.
The weaknesses that are present are on the relationship of the Patagonia with the people distribution and structure. The demographic setting is essential in marketing and hence the Patagonia does not determine the setting in the ground (Wilson & Gilligan, 2005). Their consideration is on giving the information through the website and the customers to make their choice. The opportunities that are present for the Patagonia are on technological development in the region. The customers and another member of the society are equipped with the technological devices, and they have the knowhow in their operation (Fifield, 2007). Threats that are facing the Patagonia are competitors and presence of intermediaries. The products in the market are being faced with other rival companies that are producing similar products at lower prices. The intermediaries that are affecting the market of the products due to higher prices they are charging and present of the low-cost products in the market from other companies.
Recommendation
Rose Marcario as a new CEO, has a great challenge in ensuring the Patagonia have expanded the scope. The measures would be taken on the productivity and performance with the aim of attracting more customers. According to the vision, the firm intends to have a strong customer's relation foundation through the provision of high-quality products. The CEO has the responsibility of ensuring the customers are getting the best in order to retain them.
Appendix: SWOT
