Strategic Marketing Analysis For Kathmandu Ltd

Objectives

Kathmandu Ltd is one of the most recognizable online outdoor camping stores especially famous for its travel and outdoor apparel and equipment. Headquarter in Christchurch, New Zealand this clothing store has occupied prestigious places of New Zealand currently by launching 47 stores in its market. Apart from New Zealand, Kathmandu stores are also available in the market of Australia as well. This particular company is constituted with around 2000 employees having NZ$445.35 million revenue per year. In quest of expanding this business all overall the World, the business experts have concentrated to change their market strategy and policy. In this regard, the Kathmandu Ltd has set its mission by stating that “we design, we test, we adapt” (Products, 2018). It means the Company is firmly put emphasis on its innovation and ready to change the products with the growing shift in the global customers. In addition to this, the vision statement of the Company is coupled with the idea of expanding business all over the world with maximizing the customer satisfaction. In fact, Kathmandu Ltd is highly relying on its innovation and creative products that facilitate sustainability in the business operation. By using effective promotional tools the business experts of Kathmandu aims to introduce their travel apparel in the mind of global customers. By highlighting the primary mission and vision of this organisation, the study has provided in-depth understanding on how effective marketing strategy and tools along with risk analysis factors would help this organisation in gaining international image and reputation.

Specific	To maximise customers both domestically and internationally up to 3%.
Measurable	To render product diversity in order to increase the brand value by 5% (Piercy, 2014). Save Time On Research and Writing Hire a Pro to Write You a 100% Plagiarism-Free Paper. Get My Paper
Achievable	To gain global recognition by increasing within one year. (West, Ford & Ibrahim, 2015)
Realistic	To improve the skills and competency of marketing executives for handling customers’ service more efficiently within one year (Dibrell, Craig & Neubaum, 2014).
Time Bound	To maintain effective customer rapport within one year (Armstrong, Kotler, Harker & Brennan, 2015).

The primary objective of the Kathmandu Ltd is to gain international reputation through providing best quality products and services (Piercy, 2014). This particular strategic goal is aligned with the objective of ensuring global recognition within a year (West, Ford & Ibrahim, 2015). It can be argued that by introducing effective marketing and through promotional strategies the Company will be able to get the exposure to attract maximum number of customers not only in the domestic market but also in the international market (Mcdonald, 2016). As a matter of fact, increasing the product diversity is also considered to be an effective strategic goal for the Kathmandu Ltd. In return it will generate more appreciation to the brand of the Company and maximise the customer to a great extent (Dibrell, Craig & Neubaum, 2014). On the other hand, the ensuring product quality is considered to be a major strategic goal that is coincided with fostering effective customer rapport (Armstrong, Kotler, Harker & Brennan, 2015). In this context, the Kathmandu Ltd initiates some programs such as free delivery of the products in the New Zealand market and in online order above $100. Therefore, to widen up its market capitalisation and ensuring customer maximisation the Kathmandu Ltd requires a proper and effective marketing strategy as well as promotional tools to enter into the intensely competitive international market (tourismnewzealand.com., 2018).

Organisation’s marketing objectives

Based on the travelling and mountaineering characteristics in the New Zealand market it can be argued that the Country is full of natural diversities with a number of hiking trends. In fact, besides this trained mountaineers normal people are also fond of hiking and walking through the mountains. As far as the statistics of the New Zealand is concerned, it can be argued that the population of the country, New Zealand has witnessed a steady growth in its population since the last quarter of the 1991. As a matter of fact, there is a high growth in the population up to 10% from 1991 to 2018 (Walking and Hiking, 2018). Therefore, it is considered to be a beneficial factor for the Kathmandu Ltd to attract more customers. Moreover, domestically the Kathmandu Ltd capitalises the market prominently. As per the annual business report of the Company, it can be seen that there are 3.6% sales growth in domestic market. Simultaneously, the online sales growth also touches its peak with a high percentage of 7.5% (Annual Report 2017, 2018). Therefore, it is a high possibility for the Kathmandu Ltd to expand its business more dominantly in the New Zealand market where the primary customers will be people of the age of 30 to 45.

As far as the current market of Kathmandu Ltd is concerned, there are increasing popularity of hiking and mountaineering both domestically and internationally. On the basis of the government survey it can be argued that the Country is renowned for its hiking and walking standards. Based on the government survey, 73% of the holiday visitors or 1.1 million tourists are participated in the walking and hiking destinations in New Zealand (Population, 2018). This trend is growing in a rapid pace in the last three years. In fact, the major international visitors are the Germans and the UK tourists. Visitors with the age of 45 or above are ventilating their interests in rock climbing and hiking which is identified as a major target market for the Kathmandu Ltd. As per the future analysis, the organisation needs to render product variety and innovative product design along with good promotional activities.

However, in order to fulfil future demand of the customers, Kathmandu needs to improve their promotional campaign based on which the organisation can go beyond the regional market (Products, 2018). On the other hand, effective promotional activities would help the customers in getting detailed overview about the brand. It helped the organisation to enhance its brand identify and brand image. Customers as well tend to show their interests in purchasing products after being attracted by the marketing and promotional activities.

To maximise customers both domestically and internationally up to 3%.	2018	2019	2020
To render product diversity in order to increase the brand value by 5%.	4%	6%	10%
To gain global recognition by increasing within one year	10%	15%	20%
To improve the skills and competency of marketing executives for handling customers’ service more efficiently within one year	5%	6%	9%
To maintain effective customer rapport within one year.	11%	14%	15%

Strategic goals of the Organisation

As per the current market performance Kathmandu has earned NZ$445.35b million revenue per year with 2000 employees (Annual Report 2017, 2018). Along with outdoor apparel the company has engaged gear and accessories as well for rendering product variety.

How marketing strategies can affect profitability

Strategy	Impact on profit
Product Strategy · Introducing new apparels for the customers · Colour of the products are coupled with the customer preferences · Focus on variety and quality · Easily manageable products	Ø Not able to generate more profit Ø Most of the customers are of the age of 37 Ø Quality and variety increase the price Ø Can capture more customer
Pricing strategy · Discount while purchasing from the store · Intense competition based pricing strategy · Lack of understanding in international market pricing	Ø Increase purchasing products Ø Reduction in the online purchase leads to capture international customers.
Place Strategy · Establishing store in the populated locations · Geographic expansion	Ø Attract the domestic customers easily Ø Able to maximise more domestic customers Ø Lack of internationalisation
Promotion strategy · Mainly television advertisements · Verbal promotions · Big banners · Flyers · Social media	Ø Cost effectiveness Ø Generate more customers

Product portfolio analysis is constituted with three major marketing concepts including marketing activities, market share and market growth. Market share plays the central role in portfolio planning. Market share represents the percentage of total sales of a company on the entire market (Annual Report 2017, 2018). Market share of an organisation is highly dependent on market growth and product demand. If the product demand and sales volume of Kathmandu is high in the market of New Zealand the market share would also be high. It is observed that Kathmandu has grabbed 15% of market share in New Zealand market. On the other hand, marketing activities represents the initiatives that are taken for rendering market growth. As per regional business the marketing activities of Kathmandu is effective. At the same time, in order to expand market growth in the international market, the organisation would have to raise their marketing activities.

Organisation’s marketing strategies and marketing performance and evaluate the contribution they make to the organisation

Marketing activities	Market share	Market growth
Collaboration with the distributors and suppliers · Established network in the domestic market · Increasing demand of the products · Introduction of new products	Increase in the market share capture more customer	Ø There is a steady growth in the market for the previous year. It can be seen that there is a growth of 1.7% in the hiking and mountaineering market which is beneficial for Kathmandu Ltd.
Pricing strategy · There are lots of sales and vouchers that provides up to 50% sales in products		Ø Sales rose by 13% in compare to the previous decade. Ø Able to engage more customers with the new products.
Word of Mouth · Due to good domestic brand position the Kathmandu Ltd possesses little effort in promotion. Word of mouth is an effective tool for the promotion in this regard.		Ø Increase rate of customer. Ø Inadequate to attract the international consumers.

In course of understanding the effectiveness of the marketing strategy it is important to mention product life cycle (PLC) curve in a prominent way. As far as the PLC curve is concerned, it reflects the overall profitability scenario of the product and at the same time influences the overall profit of an organisation (West, Ford & Ibrahim, 2015). In the inceptive phase, the role of the product is to grow and attract customers robustly. As a result of that the investors are keen to invest more on the product on the basis of the customer responses and appreciation. Moreover, in this stage the profit remains low due to lack of proper reputation of the products (Baker, 2014).At the stage of growth the customers’ awareness about the brand increases gradually. At this very stage, production cost decreases due to high profitability level.

At the maturity stage product is hugely known and popular. In this situation, competition is instance and profit level is high due to huge customer demand (Eshuis, Klijn &Braun, 2014). At the stage of decline the market demand of this product again becomes saturated and the profit level is marginalized. In this very specific stage the business experts have to think in rendering product innovation to change the taste of customers.

Target market

Figure: Flow of Product life-cycle

(Source: Sakas, Vlachos & Nasiopoulos, 2014)

New Zealand is politically stable country where the organization would not have to face challenges in making cooperation with government. As a matter of fact, the government also encourages the tourists to participate in rock climbing and hiking because this industry generates enough foreign exchange and profit for the New Zealand economy.

Social environment of New Zealand is liberal where most of the people belong to high profile. Kathmandu needs to make those kinds of products so that it can attract the target customers of high society. In fact, the products are manufactured on the basis of international standards. Therefore, it is very beneficial to the objectives of the company to attract customers both domestically and internationally as far as they can.

New Zealand is economically developed country. Therefore, the organization needs to maintain product quality. In addition to this, the hiking and mountaineering practices are one of the major attractions in New Zealand. As a result of that it boosts the economy of the country predominantly.

New Zealand is demographically liberal with both male and female customers. Therefore, the organization should focus on available products for both genders. In this regard, the Kathmandu Ltd manufactures apparels for both male and female customers. Besides this, the accessories are also manufactured keeping in mind of gender differences.

This country is not culturally biased. Therefore, apparel should be designed in such a way that it can attract the customers from different geographical backgrounds. As a result of that visitors from UK, Germany, and Australia are very frequent and they love to spent time in hiking and mountaineering.

People of different ethnicity and belief belong to this country. As a result, products should be designed being unbiased. Based on this understanding, Kathmandu also manufactures its products on the basis of international attire trends. Those products are general in shape and are free from any kind of ethnic biasness.

In order to run business in the soil of New Zealand Kathmandu would have to follow several legal regulations and acts (Bamberger, Meshoulam & Biron, 2014). The acts include data protection act, anti-discrimination act, health and safety act for ensuring employees about their safety. As a matter of fact, the Kathmandu accessories are famous for their utility and safety. In fact, the Company is always looking for incorporating new technologies that are very beneficial to keep pace with the growing change in the market both internationally and domestic.

Market characteristics and identify potential market opportunities

New Zealand is technologically developed country. Therefore, the organization can easily use advanced technology for communicating with the customers. Cutting edge technology will lead Kathmandu to establish its market outside the country profoundly and effectively. Moreover, the company puts emphasis on the stitching techniques to develop more long lasting quality products.

As per external environmental scenario, the rate of competition of retail industry in the market of New Zealand is high. As a result, Kathmandu would have to make effective marketing strategy for overcoming competitors’ threats. In addition to this, there are a number of international brands like American Tourister, Wildcraft and North Face who can give a great deal of competition in order to expand the market of Kathmandu both internally and internationally.

The key resources those primaries are needed in order to make a marketing plan successfully include:

• Financial resources
• Technological resources
• Promotional resources
• Human resources

These factors are able to deliver a strong impact on the strategic marketing of the organisation. In this regard, it can be argued that the financial resources are very important in order to estimate the budget for the completion of the marketing strategies. Moreover, it requires some technical resources in the form of creating diverse products for maximising the customers. Furthermore, the promotional resources are also identified in the form of social media and televisions. As a matter of fact, the success of the marketing strategy depends on the human resources as well. Therefore, the human resources in this context, are comprised with marketing analysis team, workers giving flyers and the employees to make necessary adjustments in order to make a successful marketing strategy.

Parameters	Own organisation (Kathmandu Ltd.)	Competitor1 (American Tourister)	Competitor2 (North Face)
Product diversification	14	9	25
Market capitalisation	163 stores	441 stores	190 Stores
Annual revenue	NZ$445.35 million	$15 million	$3.6 billion
Staff turnover	Limited	Critical	Moderate
Brand value	Yet to be internationalised	High market capitalisation in international market	Strong market holding
Customers’ behaviour	Medium	Outstanding	Very good

Marketing Objective align with strategic goals	Ability to maximise key opportunities	Critical success factors	Marketing Capabilities and resources	Market characteristics	Competitive factors
To maximise customers both domestically and internationally up to 3%.	Robust and effective promotional strategies and pricing	Quality products and services	Promotional tools Technological advancement	The market is stable domestically but in global stages high competitiveness is prevalent	Pricing Product diversity
To render product diversity in order to increase the brand value by 5%			Operation management and R&D team Production expenses Supply of raw materials		Strong Competitiveness in the international market Increase in the market share
To gain global recognition by increasing within one year	Partnership with some global companies	Increase sales Effective market analysis	Efficiency in the management Sufficient financial strength Trained staff	Attract more customers who strive for quality rather than price	Competitive advantage through unique products
To improve the skills and competency of marketing executives for handling customers’ service more efficiently within one year	Implementing training facilities Induction with the staff	Increased the quality of service Acknowledging brand reputation	Analysis and evaluation of the professional service system
To maintain effective customer rapport within one year.	Initiate campaigns and community development programs Using social media	High brand value Environmental stewardship	IT department Marketing Team

Marketing Objectives	Distinctive competencies	Competitive advantage	Impact to meet marketing objective	Impact of strategic fulfilment
Ability to maximise the customers up to 3%	Global competition Domination of the big brands	Popular brand in the domestic market Stable growth in profit	Innovation and creativity	Advantage to step forward aggressively
To render product diversity in order to increase the brand acceptance to an extent of 5%.	Technological advancement Production expenses	Strong R&D team Flexible operation management High adaptation ability	Technological advancement Unique Products	Boost enthusiasm to manufacture new products
To gain global recognition by increasing within one year	Intense competition Threat of the big brands	Well market capitalisation in the domestic market Steady annual profit	Effective market analysis Evaluate the current trends in the global market Efficient decision making	Get a clear picture of the current international market Better management communication framework
To improve the skills and competency of marketing executives for handling customers’ service more efficiently within one year	Inexperience in the international method of service providing	Leadership quality Pro active attitude of the managers	Efficient training facilities Induction process Reduction in employee turnover	Figure out the flaws in the operation and staff management Transparent communication
To maintain effective customer rapport within one year.	Lack of internationalisation Attractiveness of the products	Strong promotional strategies Incorporation of the social media advertisement tools	More investment in the promotion Partnership with the global brands	Establishing better brand reputation More concern towards product quality Effective pricing strategy Social campaigns

Marketing objectives	Ranking
Ability to maximise the customers up to 3%.	Rank 4
To render product diversity in order to increase the brand acceptance about 5%.	Rank 1
To gain global recognition by increasing within one year	Rank 5
To improve the skills and competency of marketing executives for handling customers’ service more efficiently within one year	Rank 2
To maintain effective customer rapport within one year.	Rank 3

The four most important marketing mixes include product, price, promotion and place based on which customer awareness is highly dependent.

Travel and outdoor apparel and equipment is the core product for Kathmandu based on which their organizational reputation is entirely dependent ().

 The business experts have decided to set an average cost on products so that both premium cost customers and the low cost customers can afford the products.

In order to promote the brands the business experts would have to focus on both traditional media tools and new media tools. Both offline and online stores are available for customers from where they can avail their products and services.

Kathmandu has implemented both offline and online service methods for drawing the attention of customers. If the customers are unable to visit the physical stores they can place the order through online. Service providers are there to deliver the services within stipulated time.

Strategies	Risks	Returns	Feasibility of achieving marketing objectives
Product Strategy · Introducing new apparels for the customers · Colour of the products are coupled with the customer preferences · Focus on variety and quality · Easily manageable products	Fluctuation in the market High competitiveness	Customers of different ages from 30 to 45 onwards	Variety in products will attract more customers
Pricing strategy · Discount while purchasing from the store · Intense competition based pricing strategy · Lack of understanding in international market pricing	Debacle in the profit percentage	Beneficial for relaxing the inventory	Increase sales and customers
Place Strategy · Establishing store in the populated locations · Geographic expansion	Retail stores and online shopping facilities will reduce customers in stores	Beneficial to attract customers domestically and internationally	Progress in sales
Promotion strategy · Mainly television advertisements · Verbal promotions · Big banners · Flyers · Social media	Continuous promotion will curb down the value of the product Financial restriction has detrimental impact on the promotion	Increase the brand awareness Generate more customers	Enhance brand loyalty Maximise profit

Current and future demand in the market

The travel apparel launched by the organization in the market of Australia is of high demand. As per marketing position the product attributes of Kathmandu is high. Both the services and the product materials maintain superior quality that can easily gain customers’ attention.  

The New Zealand people are full of diverse customers where 15% of the consumers are considered to be aboriginals and natives (tourismnewzealand.com., 2018). As per usage people belonging to various cultural backgrounds and religion would be able to use the product due to its variable designs. Customer services providers are not very biased towards any specific cultural people.

As already stated Kathmandu is primary known in the retail market due to its product class (Martin, 2014). The quality maintains superiority based on which people belonging to high class of society can easily use the services.

Services providers are able to deliver the product in free of cost to customers’ destination. This is one of the most effective benefits for which people like to access the online portal of Kathmandu.

It is undeniable that the competition rate in the market of New Zealand in retail industry is high (Zeriti et al., 2014).In such effective competitive market Kathmandu needs to make more effective promotional activities based on which customers tend to show their interest purchasing products.

As per current social and political perspective this particular organization has occupied a stable situation in the market of New Zealand. The World Bank report on the status Quo of New Zealand can be find to touch the mark of 1.53 points in 2015 that is significant (tourismnewzealand.com., 2018).

In order to render more intense growth the organization needs to increase their product variety based on which customers would get more options while purchasing the product.

Market penetration is the strategy of promoting existing products to the existing customers (Fine, 2017). As a result, the risk factor in this case is low. But Kathmandu would not be able to render market growth by dealing with existing products and existing customers.  

Market development is the method of enhancing range of target customers within existing products (DaSilva & Trkman, 2014). In this case, the marketing executives have to face challenges in maintaining balance between supply and demands.

Product development is the stage of increasing product diversity to meet needs and demands of the target customers. Kathmandu can follow this stage for expanding their business.

Diversification is the method of emerging diversity in product as well as customers (Piercy, 2014). Automatically, the number of target market would be increased and Kathmandu would be able to gain competitive advantage due to entrance of product innovation.

Integrated growth is the overall business growth that is highly dependent on which the stages Kathmandu is adopting for enhancing their business sphere.

Mass marketing and distribution is the method of promotion products in multiple countries and distributing their product concept in various geographic locations (Johanson &Mattsson, 2015). Mass marketing and distribution is effective for going beyond the regional market. As a matter of fact, Mass marketing and distribution is considered as the best approach (Ahearne, Lam & Kraus, 2014). This very specific approach would enable Kathmandu in expanding their business process in different locations. Automatically, the demands of products will be increased with the gradual process of enhancing target customers. On the other hand, the organization would be able to gain international fame and recognition.

By rendering more products and drawing customers attention organizations intend to gain competitive advantages. As a result, customers tend to show their satisfaction level after getting product variety within the stores.

Differentiated target marketing creates customer awareness by involving people of at least two locations or more than two locations. The purpose of this marketing is to expand business in other geographic locations as well.

Concentrated target marketing aims to target their customer in one particular location and designs their products based on the demands of customers from this location only.

Three years forecast is prepared based on sales and profitability which will signify whether the organization is going to raise their sales volume or it is decreasing its profitability level.  

Sales forecast as per profit and loss analysis:

	2017	2018	2019
Sales	20,000	250,000	450,000
Direct Sales Cost	2,000	45,000	50,200
Other Production Expenses	0	0	0
TOTAL COST OF SALES	2,000	45,000	50,200
Gross Margin	18,000	245,000	350,000
Expenses
Payroll	90,000	100,000	200,000
Equipment	2,000	25,000	45,700
Depreciation	0	0	0
Necessary Utilities	900	2,500	2,700
Insurance	1,000	3,500	3,500
Rent	1,000	12,000	22,000
Payroll Taxes	13,000	19,000	40,000
Total Operating Expenses	107,900	162,000	313,900
Profit Before Interest and Taxes	(90,038)	20,000	10,580
EBITDA	(90,038)	20,000	10,580
Interest Expense	0	0	0
Taxes Incurred	0	6,810	3,174
Net Profit	(90,038)	13,190	7,406

Table: Sales forecast as per profit and loss analysis

(Source: as created by the author)

After evaluating the sales forecast, it is identified that the organization is going to lose its profit in first year. From next year onwards, the marketing plan would help the organization in rendering business profits day by day.

After evaluating needs and desires for Kathmandu in making an effective marketing plan it is identified that promotional resources of this organization is very much limited. The business experts do not have any problem in investing large amount of money for promotional tools. Rest of the resources like human resources, technological resources and financial resources are sufficient. In the following table some of the specifications of promotional resources are given by estimating an apparent budget.

Resource	Requirement
Financial resources
Capital investment	The financial team to estimate the possible expenses
Physical Resource
Infrastructure	Evaluate and estimate the adequate measures
Land	Need a strategic location
Building	Need architectural planner
Equipment	Need logistic supplier
Human Resource
Technical Staff	Having profound knowledge in logistics
Research & development team	Will focus on product diversity
Designers	Create a unique, attractive and fashionable style that attract the customers.
Service centres	Having enough infrastructure.
Distribution centres	Profound contacts with the distributors.

Table: Resource requirements

(Source: as created by the author)

Optimal performance measurement is the process of analyzing the risk factors based on which organizational crisis can be handled. While developing a marketing plan the organization cannot avoid the risk factors. On the other hand, the review mechanism of marketing mix can be identified as an important measure to understand the efficacy of the marketing mix. In this regard, effective performance measures enable the employees in overcoming the risk factors. In case of Kathmandu, the risk factors are related to product, price, place and promotion (Rajasekar, 2014). If the product fails to attract customers’ attention and the promotional method does not attract their mind organization would have to face crisis. Like the same way, if the price level does not impress the customers and delivery plan is not easily reachable for the users the business experts would have to face immense challenges.

While evaluating the marketing plan some of the major gaps are identified. Based on these gaps some of the recommendations are provided:

• The organization is only concerned in making macro environmental analysis. Macro environmental analysis alone is not effective enough in making proper marketing plan. Along with macro environmental analysis the organization would have to make effective micro analysis as well in order to get an effective idea about the organizations’ strengths and weakness
• The organization has primarily focused to make marketing mix strategy which is proper for evaluating their promotional plan (Wilden &Gudergan, 2015). However, before making a marketing mix strategy the organization could have conducted a stakeholder analysis as well. An effective stakeholder analysis is very much effective to forecast the current needs and desires of the customers.
• In order to expand the business in different geographical boundaries the organization can increase their human resources for maintaining a proper balance between demands and supply.
• The organization can easily enhance their budget for promotional activities for grabbing the attention of global customers

Conclusion

The entire study has given detailed overview about the marketing plans and strategies followed by Kathmandu. In quest of expanding their business all overall the World, the business experts have concentrated to change their market strategy and policy. The primary strategy goal of the organization is to gain international reputation through its brand image and identity. These specific objectives would help the business experts in achieving strategic goal. The price range of these products are very much average that can easily enable a medium cost customer to purchase these brands. Thus, the business experts have targeted customers from average income status having 20 to 50 groups of ages.

While evaluating effective marketing strategies the name of product life cycle is the most prominent. This particular model aims to evaluate on how various stages of products can leaves a major influence on overall organizational profitability. As per competitive position from the perspective of New Zealand market, the organization is holds a standard position. The strongest competitors of Kathmandu in current market scenario include Woolworths, PlaceMakers, The Iconic.With the rapid growth of globalization and competition the business organizations have to improve their marketing strategy and promotional activities.

Three years forecast is prepared based on sales and profitability which will signify whether the organization is going to raise their sales volume or it is decreasing its profitability level.  While evaluating the marketing plan some of the major gaps are identified. Based on these gaps some of the recommendations are provided in this very specific study.

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