Strength 1

The company provides the products of a very high quality at an affordable price. Due to the Timberland’s technology, footwear of this company does not get wet. What is more, the apparel of the company has a great durability and is made out of high-quality materials. These factors attract a lot of potential consumers. People prefer to pay more and get a product that will look great for the long term. That is why this strength of Timberland meets the customers’ needs.

Strength 2

Another strong point of the company is people’s association with yellow boots. The company has been releasing these famous boots since 1973 until today. Because of the bright color and high quality of this product, the company is now well known all over the world. Every person can easily identify the company’s name by premium quality essays when they see these boots.

Strength 3

When it comes to footwear, Timberland gives its customers an opportunity to customize their future boots. This is another strength of the company. With the help of this option, consumers become engaged in the process of creating the product and they are more interested in buying the product of this particular company because they are able to make the boots look like they want. That is why with the help of this strong point the company is meeting the customers’ needs.

Strength 4

Timberland is aiming to take care of the environment. That is why the company has released the line of eco-friendly products. What is more, these products were made of plastic bottles from Haiti streets . Because of the production of this line people not only were able to get an eco-friendly apparel but also a lot of Haitians were able to get a job by collecting more than 1,300 bottles from their streets.

Weaknesses

Weakness 1

Even though the company is getting a great annual revenue and it has a strong brand name, it has some weak points. One of the weaknesses of Timberland is the small ability to attract a new audience. Because the company has a strong brand name and is well known in different parts of the world, it is hard to expand the audience and attract new consumers. However, with the help of the right marketing strategy, the company will be able to overcome this weak point. The main competitors of Timberland have the same weakness because they are well known all over the world.

Weakness 2

Another weak point of Timberland is the price which is higher than average. This means that some people might prefer buying the product of the mass market that has quite a lover price. Nevertheless, the main competitors of Timberland which are Columbia Sportswear and Dr. Martens are having the same weakness. This leads to the assumption that the loyal audience of the company will not buy the cheaper product from the mass market but will prefer the product of high quality that is made by Timberland and is meeting their needs.

Weakness 3

The company does not widely share the information about its philosophy. This means that the consumers who are not familiar with the brand might not be aware of Timberland’s corporative and social responsibility. When it comes to the competitors, the image is a little better, because these companies are widely sharing this information on their websites and other platforms. Nevertheless, this weak point has a solution that will help Timberland to get a getter consumers’ awareness about the company.

Opportunities

Opportunity 1

One of the company’s opportunities is the possibility to reduce the cost of raw materials. By spending less money on the raw materials the company will be able to reduce the price for the final product and this way become affordable for more people. This opportunity will help to meet the needs of more potential consumers, as well as expand the target audience of the company. What is more, this opportunity will help to make the product more popular in those countries where people were not able to afford this because of the price. This means that this opportunity will lead to meeting the customers’ needs and audience expansion.

Opportunity 2

To expand the awareness of people about the brand even more and to attract customers to buy the products of Timberland, the company can collaborate with some celebrities. Namely, a new advertising campaign including a famous person that represents the company’s lifestyle and is loved by the audience would be a great way to promote Timberland. What is more, such a collaboration will help to increase people’s loyalty to the brand. This means that consumers are most likely to trust the opinion of famous people and buy products that are promoted by well-known people rather than those that are promoted by an unknown model.

Threats

Threat 1

The competition on the market of outdoor apparel and footwear is extremely high. Thus, Timberland might face some difficulties with the competitors. Their main competitors of the company are likely to meet the needs of potential customers of Timberland. What is more, the main competitors of the company are offering similar products for a similar price. That is why the company should work more on the competitive advantage to prevent the flow of Timberland’s customers to the competitors’ products.

Threat 2

The uncertain economic situation in some countries where the company has its stores might affect the pricing of Timberland. This means that the potential customer will reduce his or her costs on the clothing that is why the company’s sales depend on the economic situation of the country. If the economic situation is uncertain, Timberland’s sales might be under the threat. To avoid such an issue, the company should analyze the economic and political situation of the country before opening a store.

Matching, Converting, Minimizing, and Avoiding Strategies

The company can match the opportunity of reducing costs for raw materials by using one of its strengths. Namely, Timberland can start using recycled products that are free (such as plastic bottles from Haiti). By using such a material for the production the company will be able not only to reduce costs for raw material but also to become fully eco-friendly.

To minimize the weak points, Timberland can apply the right marketing strategy. What is more, the company can overcome second weakness by reducing the costs of raw materials that will lead to the price decreasing. To overcome the third weak point, the company should share more information about its corporative and social responsibility.

To overcome high competition, the company should use one of its opportunities what is the collaboration with celebrities. By doing this, the company will be able to attract more potential consumers and to increase people’s awareness of the company. What is more, because customers are more likely to buy a product promoted by the famous person, they will buy the production of Timberland more likely than the production of the competitors.