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+ Industry and Competitive Situation Analysis Alex Raney Allen Hicks Anthony Brown Braden Walker Christian Grandorf.

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Presentation on theme: "+ Industry and Competitive Situation Analysis Alex Raney Allen Hicks Anthony Brown Braden Walker Christian Grandorf."— Presentation transcript:

1 + Industry and Competitive Situation Analysis Alex Raney Allen Hicks Anthony Brown Braden Walker Christian Grandorf

2 + Background of Columbia Formed from a hat company into a sportswear company in Create innovative outdoor apparel Extremely popular international brand since the 1970’s Forbes Top 100 most trustworthy companies Apparel magazine Top 100 most innovative companies.

3 + Background of Columbia

4 + Industry Analysis Very competitive Seasonality Innovation and technology Global

5 + Competition Rapid growth Hundreds of competitors Unique customer offerings

6 + Seasonality Every company within the market faces seasonality Different product lines Strategy

7 + Innovation and Technology Under Armour- Kevin Plank 1996 Unique for whatever outdoor activity

8 + Global Distribution Risk Unique markets

9 + SWOT Analysis-Strengths Cost position is lower than competitors Product diversity Extent of distribution Continued growth year after year

10 + SWOT Analysis-Weaknesses No corporate owned manufacturing Does not maintain long term contracts Quality control issues Affected by the unstable price of raw materials High cost of transportation

11 + SWOT Analysis-Opportunities Expand the sales of their warm weather lines Expand the OMNI Tech use in products Continue to expand in the LAAP Region Grow their direct to consumer sales

12 + SWOT Analysis-Threats Competitors expanding into their market Increased regulation in manufacturing countries Growing wages in manufacturing countries

13 + Production Strategy Production is outsourced to foreign manufacturers Vietnam and China account for 70% of apparel production and 90% of footwear Over one hundred independent manufacturers Operates liaison offices in 7 countries, staffed by Columbia employees

14 + Transportation Strategy Products are moved to their markets via ocean freight Finished cotton goods imported into the United States incur a 15.9% tariff

15 + Distribution Strategy Products available in one hundred countries Uses a mix of independent distributors and direct to consumer sales Net Sales% of Sales United States % LAAP % EMEA % Canada % Total1, %

16 + Financial Analysis Columbia Sportswear Company (COLM) stock on the NYSE has increased from to in a Fifty Two week span (April 1, 2013 to April 1, 2014) Columbia went public sixteen years ago and has since then grown by 473% Currently valued at 2.83 billion dollars 34.6 million shares outstanding, 66% held by insiders Revenue of 1.68 billion Gross Profit of million Cash Flow of million Net Sales decreased 1% in 2013

17 + Market Placement Retail stores and outlets Event sponsorships Outfitting Olympic teams and competitors

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19 + Under Armour Target customers: Athletes, now trying to expand into casual gear as well for the non-athletes Company Name Revenues Gross Margi n Net IncomeEBITDATotal Assets Total Liabilities PE Ratio Market Cap Employee s Share Price Under Armour Inc. 2,332,051, ,330,000312,226,0001,577,741,000524,387, ,775 M7, Columbia Sportswea r Co. 1,684,996, ,341,000171,794,0001,605,588,000360,170, ,783 M4,

20 + The North Face North Face is expected to double VF Corporation’s revenue by 2015 to $3 billion a year. Target Customers: aimed at college students, switching to a more stylish apparel The North Face is apart of the VF Corporation which is the largest apparel company in the world.

21 + Patagonia Patagonia reached $540 million in revenues in 2011 Target customers: geared toward eco-friendly buyers Patagonia focuses more on being green than any of its competitors and even makes most of its apparel of recycled materials.

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