Research for Marketing Decision - Research Proposal - Marketing Assignment Help

Assignment Task:

Background:
Founded and headquartered in Ventura, California, USA, Patagonia is a privately held company that is renowned for designing high-quality outdoor clothing and equipment for sports such as skiing, snowboarding, mountaineering, rock climbing, surfing, hiking and fishing. There are 32 Patagonia stores in the United States and 36 internationally. Three are located in Australia – at Burleigh Heads, Queensland; Byron Bay, New South Wales; and Torquay, Victoria. In addition to its physical retail stores, Patagonia offers an online store with its full range of products, which can be ordered from anywhere in the world. With annual revenue nearing US$750 million, it would seem that Patagonia is a typical commercial outdoor-clothing company and you might be asking yourself, ‘What makes Patagonia different from other outdoor-adventure apparel and equipment companies?’ In fact, Patagonia prides itself on being anything but a traditional company. Accordingly, this case study discusses how Patagonia uses its non-traditional marketing approach to craft authentic value-creation opportunities. It also examines how Patagonia builds relationships with consumers, and communicates and integrates its corporate social responsibility initiatives with its products, to create long-term value for all of its stakeholders.

Discussion questions:

1. What marketing approach does Patagonia utilise? Justify your answer.
2. What type of value might consumers associate with Patagonia products? What are some examples of how Patagonia creates various types of value with consumers via building relationships?
3. Thinking about the target marketing process, how does Patagonia segment its target audience? Describe a profile of a typical Patagonia consumer.
4. Think about the macro- and microenvironmental factors that influence organisations. What types of trends has Patagonia observed in the macro- and/ or microlevel environments? How have these trends influenced Patagonia’s marketing strategy?
5. What other companies or industries may benefit or not benefit from utilising Patagonia’s anti-consumption and anti-growth approach? Would Patagonia’s marketing strategy and approach to business be suitable for all organisations? Justify your answer.
6. What types of CSR marketing initiatives does Patagonia employ? How might Patagonia continue to improve their CSR initiatives?

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