(Company Analysis) Kathmandu Holdings Limited Essay

5940 Words Aug 22nd, 2010 24 Pages
Table of contents

1.EXECUTIVE SUMMARY
2.INTRODUCTION
3.HISTORY
4.CORE VALUES
5.BUSSINESS OVERVIIEW
5.1.Market
5.1.1.Specialist
5.1.2.Mainstream/lifestyle
5.1.3.General merchandise retailers
5.2.Market participants: retailers
5.3.Market participants: wholesalers/brand competitors
5.4.List of Major Competitors in the industry (Australian stores New Zealand stores)
6.CUSTOMER TRENDS
7.BUSINESS MODEL
8.MARKETING ACTIVITY AND PRODUCT STRATEGY
8.1.Marketing activity
8.2.Brand planning
8.3.Customer research
9.BRAND HIGHLIGHTS
9.1.Brand recognition
9.2.A market leader in Australia and New Zealand
9.3.Technical products with wide market appeal
9.4.Distinct advantages from Vertical integration
9.5.Attractive and stable
…show more content…
HISTORY

Kathmandu opened its first store in 1987 and through the 1990s remained a small specialist outdoor retailer, manufacturing many of its own products.

During the 1990s, Kathmandu scaled back its manufacturing operations and shifted to an offshore sourcing model. By 2002, Kathmandu no longer manufactured any products in-house. The shift to offshore manufacturing enabled
Kathmandu to access quality products at a lower cost which, combined with the
Company.s in-house design process and Company-operated retail distribution network, has helped generate its strong margins.

In 2003/2004, Kathmandu commenced its UK initiative (where it now has six stores) as well as launching basecamp in New Zealand – the Company.s dedicated family camping equipment offering.

In 2006,

Related Documents