Blundstone Essay

Introduction The Blundstone brand was born in 1870. John Blundstone is the first one who stared making footwear in Hobart, and established a factory there. The Blundstone family was the owner of the company until 1921, and then it was sold to Frank and William cane. In 1932, this business organization was sold to the Cuthberton family, which still owns it. It has been for 129 years since the firm was founded up to the present. Market development At the beginning, Blundstone was a small company that manufactures its entire output product in one factory in the suburbs of Hobart. The company saw an opportunity to sell heavy-duty boots to the mining industry in Papua New Guinea, and then exports began in 1969. Therefore, Papua New Guinea was solely biggest market of the …show more content…
In the past 20 year, due to a surge in demand, the company has been forced to invest heavily in new plant and technology. Most recently in 1998, the factory spent $6 million expanding it and changing work practices to lift productivity. Marketing Strategies With a limited advertising budget, it has made Blundstone think of developing its marketing strategies. For example, in 1995 with the launching of tap Dogs, the industrial, theme dance show its cast wear Blundstone work boots fitted with taps. Blundstone had agreed to sponsor the Sydney Theatre Company the amount of $30,000. During the first year of the show’s run, the besides this Blundstone also sponsored Peter Holmes a Court’s theatre company back Row to us. The purpose of the tour was to boost consumer interest in Blundstones. Because the innovation and product development are as an important part of the marketing as tactical promotions. Opportunities Although since the mid 1980’s, Blundstone’s has had to undergo a cultural change. It had changed the position from being almost exclusive a manufacture of work footwear to a company whose range extends from miner boots