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8 Cards in this Set
- Front
- Back
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Our first competitor is Oakley.
-They were established in 1975 and have a long history in the optics industry.
-Oakley is a worldwide specialist in sport performance optics and is very innovative in its designs. |
-The hold over 600 patents
-They are a vertically integrated company and its merger with Luxottica combined two strong and complimentary business models |
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Weaknesses are Intense competition Inconvenient Sales are dependent on these stores Sunglasses would have to be produced by Luxottica which means lower profits |
Opportunities for Oakley are
-Licensing agreements and technological advancements |
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Threats
- Technology barriers - Counterfeit goods - Labour costs - And Google and other companies developing innovative eyewear such as "Google Glass" |
Our first alternative is Indirect Exclusive
- Canada Goose's new line of sunglasses will be distributed to specialty stores such as Sunglass Hut, Lenscrafter, and Pearle Vision.
- These stores are international retailers that specialize in eyewear and eyewear accessories. |
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This distribution method will allow our target market to easily access the new product line with the many chains these companies operate
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The advantages of this distribution method are
- Credibility as these companies operate many locations worldwide and sell a variety of designer eyewear |
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- Since these companies specialize in eyewear, retail staff will have eyewear knowledge. Which is something consumers look for when purchasing sunglasses
- 38% of sunglasses are sold at specialty stores
- Save time and labour |
Disadvantages are
-That there will be intense competition with many designer eyewear brands. Ray Ban, Prada and Oakley are just a few examples of companies with a long history in producing and selling eyewear |
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- Sales will be dependent on these stores. Since these stores carry so many brands, promoting and selling Canada Goose eyewear wont be its main focus
- Sunglasses would have to be produced by Luxottica which means lower profits |
Indirect Channel Distribution was used in Alternative 1 and 2. When a middleman is involved between the manufacturer and consumers
Multi Channel Distribution was use in Alternative 3. This is where there are two or more marketing channels to reach marketing segments. |
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Selective Distribution was used in Alternative 1. This is when marketers select a set of retailers that specialize in their product category
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Vertical Marketing Systems is a distribution structure where manufacturers, wholesalers and retailers act as a unified system. |
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Retailing: business of selling goods or services to consumers |
donsies |
