For our BUS 130 course (Intro to Marketing), we assessed The North Face and created a SWOT analysis for the company. In our presentation, we were in charge of answering the following questions: What attracted us to this company? Who is their current target market? General information about the company as needed (history) etc. Where do they excel in social media? Where are they deficient in social media? Where do they excel in traditional marketing? Where are they deficient in traditional marketing? How do they compare to their industry? What chapter we used as our primary focus?

1. C H R I S B O W E R S
N O R M A N F U N G
K I M P H A M
P E R L A S E R R A N O
J E N N I F E R T O
B R I A N Y I P

2. W H Y
N O R T H
F A C E ?

3. T H E N O R T H F A C E W A S B U I L T O N A L O V E F O R T H E
O U T D O O R S A N D T H E D E S I R E T O E N A B L E A L L T Y P E S
O F E X P L O R A T I O N , F R O M Y O U R B A C K Y A R D T O T H E
H I M A L A Y A S . O V E R T H E L A S T 5 0 Y E A R S W E ' V E
L I V E D B Y O U R “ T R U E N O R T H , ” T H E B E L I E F T H A T
E X P L O R A T I O N H A S T H E P O W E R T O C H A N G E U S , T O
C H A L L E N G E U S A N D T O H E L P U S S E E T H E W O R L D
F R O M N E W P E R S P E C T I V E S .
M I S S I O N S T A T E M E N T

4. T A R G E T
M A R K E T

5. M E N A N D W O M E N
C O L L E G E A N D
P R O F E S S I O N A L S
A G E S 2 4 - 4 5
I N C O M E R A N G E S
F R O M $ 4 0 - $ 6 0 K

6. H I S T O R Y

7. S O C I A L
M E D I A
S T R E N G T H S

8. 4 . 6 M I L L I O N L I K E S
O N F A C E B O O K
3 9 0 K F O L L O W E R S
O N T W I T T E R
1 . 8 M I L L I O N
F O L L O W E R S O N
I N S T A G R A M
1 2 9 K S U B S C R I B E R S
A N D 6 2 M I L L I O N
V I E W S O N
Y O U T U B E .

9. S O C I A L
M E D I A
W E A K N E S S E S

10. T R A D I T I O N A L
M A R K E T I N G
S T R E N G T H S

11. T R A D I T I O N A L
M A R K E T I N G
W E A K N E S S E S

12. I N D U S T R Y

13. P R I C I N G
T A R G E T A U D I E N C E C O M M U N I T Y
S O C I A L
R E S P O N S I B I L I T Y

14. C H A P T E R
O F F O C U S

15. S T R E N G T H S

16. B R A N D
R E C O G N I T I O N
L A R G E F O C U S O N
P R O D U C T Q U A L I T Y
P O S I T I V E S T O R E
E X P E R I E N C E F O R
C O N S U M E R S
A R R A Y O F
P A R T N E R S H I P S
W I T H R E T A I L E R S
A N D W H O L E S A L E R S

17. W E A K N E S S

18. H I G H P R I C E S
L A C K O F
T R A D I T I O N A L
A D V E R T I S I N G
L A C K O F A T H L E T I C
F I E L D A N D
E T H N I C I T Y V A R I E T Y
A P P A R E L
G E N E R A L L Y F O R
W A R M E R C L I M A T E S

19. O P P O R T U N I T I E S

20. C U R R E N T
E C O N O M I C C L I M A T E
G L O B A L W A R M I N G I N D O O R F A C I L I T I E S
U S E O F R E C Y C L E D
M A T E R I A L S

21. T H R E A T S

22. R I S I N G C O S T O F
R A W M A T E R I A L S
C O M P E T I T O R S C O U N T E R F E I T /
K N O C K O F F S