Essay on Columbia Sportswear Company
- Gert Boyle, Chairperson of Columbia Sportswear
Columbia Sportswear Company (Columbia) is a leader in the competitive active outdoor apparel industry. A company propelled by their differentiation strategy, leveraging innovation, brand equity, and strong marketing in the design, manufacture, and distribution of outdoor apparel. Columbia’s product lines include everything from outerwear and footwear to camping equipment and skiwear. It has grown from a small hat company in the 1930’s into a company with a global strategy and a physical and online presence spanning Asia, Latin America, Africa, and Europe.
To fully appreciate the evolution of Columbia from “a corporation that …show more content…
Strategic Problems and Challenges Columbia Faces
There are numerous challenges facing Columbia, as they strive to achieve their goals and corner the outdoor activities apparel market. These challenges include effective management of seasonal fluctuations in business and maintaining profitability through economically challenging times. Although Columbia has the reputation as a leading innovator with cutting-edge technology and high quality outdoor activity products, the industry is highly competitive. The increasing popularity of performance and technology driven outdoor activities apparel has made this sector of the market attractive to several competitors. Columbia is faced with the challenge of protecting their intellectual property from competitors and counterfeit operations. Furthermore, a