Patagonia’s target marketing
- Differentiation of market is indicated by the products that are made available for the customers. The nature of the product cuts across many products is hence increasing market scope.
- Psychographic marketing provides the interest of customers. It covers them social lifestyle and their mode of purchasing the products available in the market.
- The major concern is directed to pricing whereby the companies have to consider the customer's income and needs. Target of the company comprises both young and elder customers.
Vision
- The Patagonia market focuses on sustainability in product marketing. Introduction of the beer helps in increasing their market scope.
- The change of CEO helps in the introduction of the new face in leadership. The new CEO has different strategies that focus in improvement in marketing sector
Advertising
- Increase in internet access has contributed to increasing in marketing.
- Large population is using the internet and other search engines to have the information concerning the products they need to purchase. This has introduced the Patagonia market to have a website where they post their products.
- Provisions of free publicity from the independent media have also contributed to increasing in market for the products being offered in Patagonia market.
Environmental force
- Numbers of the environmental forces have increased their effect on the operation of Patagonia market.
- The issue of timing over the Black Friday is used as a strength in marketing the product in the market.
Recommendation
- New CEO has to increase the Patagonia market scope through introduction of other lines of production and marketing.
- Diversification in product marketing ensures the numbers of the customers have increased.
Appendix: SWOT
- Strength and weakness are internal factors affecting the Patagonia market while opportunities and threats cover external factors.
- Strength: advertisement of the products in Patagonian website. Weakness in Patagonia market is covered with an unrelated product being advertised in a similar market. Example beer introduction in Patagonia market that is unrelated to brand image.
