Subject category:
Marketing
Published by:
Stanford Business School
Version: April 1991
Abstract
North Face is a privately owned company which designs, manufactures, and sells high quality equipment and clothing. North Face operates five retail stores and two factory outlets in the San Francisco Bay Area and Seattle. Also, it employed fourteen independent sales representatives who covered ten sales teritories in the U.S. Their dealers consisted of 700 specialty shops in the US, and they also had dealers in 20 foreign countries. Their marketing strategy had been to target the high-end of the market. However, growth over the last few years was only 5%. They are thinking of different ways to increase their growth rate. One idea is to start a new product line of skiwear. Another option is to sell to the lower-end of the market.
About
Abstract
North Face is a privately owned company which designs, manufactures, and sells high quality equipment and clothing. North Face operates five retail stores and two factory outlets in the San Francisco Bay Area and Seattle. Also, it employed fourteen independent sales representatives who covered ten sales teritories in the U.S. Their dealers consisted of 700 specialty shops in the US, and they also had dealers in 20 foreign countries. Their marketing strategy had been to target the high-end of the market. However, growth over the last few years was only 5%. They are thinking of different ways to increase their growth rate. One idea is to start a new product line of skiwear. Another option is to sell to the lower-end of the market.