I. Executive Summary
Timberland’s target market is geared towards teens and young adults. A strength of Timberland is its durability, quality and ruggedness. Timberland boots are a popular item with the younger, hip crowd.
II. Environmental Analysis
A.) Timberland® started off as Abington Shoe Company, which was acquired by Nathan Swartz in 1952. It was from this investment that Swartz learned how to make shoes and started working on ways to improve them. In 1965, he and his two sons introduced injection molding, which lead to the very first waterproof boot; Timberland® leather footwear was born. Nathan's son Sidney soon became sole proprietor, followed by The Timberland Company® going public on the American Stock Exchange. Since then, Timberland® has tremendously expanded its footwear products available, as well as offered an extensive list of new products including men's and women's clothing lines.
The competition in the shoe industry is very fierce on a national level. In 2001, Timberland controlled the market for the second year in a row with a market share of 23.1%. Out of the top five competitors, Lugz were the only producer of boots, and placed 4th in market share. As the competition grows stronger, Timberland continues to t be on top.
Lugz brand has many strengths as well as weaknesses in comparison to The Timberland Company. Some strength include: they are less expensive averaging $59.99- $89.99 per pair and are of high quality using real leather. They have a wide-range of endorsers, most recent being Orange County Choppers in 2006. They are a family-owned business with 63 years of shoe-making experience; The Lugz brand has been around for 15 years. They are sold in over 3,000 stores throughout the U.S. and are also available online. Lugz. Some weaknesses are they offer a smaller selection than Timberland (27 style/color combinations). The website is more difficult to navigate and make comparisons...