Ll Bean Swot Analysis
Module 1 – Session Long Project
Strategic Marketing
MKT 501
Michael R. Primo
Instructor – Dr. Ronald Zallocco
January 22, 2017
Executive Summary
L.L. Bean is a privately held, family-owned company. L.L. Bean sells high quality and
innovative outdoor apparel for people who are outdoor enthusiasts. L.L. Bean employs over
3,400 employees and has a strong commitment to environmental stewardship. A major challenge
facing L.L. Bean is increasing their customer-base on the west coast of the United States in order
to successfully compete with Columbia Sportswear, their biggest competitor. In order to
accomplish this task, L.L. Bean needs to successfully market their new line of men and women’s …show more content…
Product Statement L.L. Bean, currently headquartered in Freeport, Maine, was founded by an avid
outdoorsman named Leon Leonwood Bean in 1912 in the basement of his brother’s clothing
store. His goal was to outfit outdoorsman like himself with the proper hunting footwear
claiming “you cannot expect success hunting deer or moose if your feet are not properly dressed”
(L.L. Bean Company Profile, 2016)
From the very beginning, L.L. Bean has been providing quality outdoor clothing, gear
and expert advice. Today, the company still holds true to the founder’s belief in customer
satisfaction. The company has expanded from its original one-man operation located in a
basement to a global organization with annual sales of over $1.6 billion (L.L.Company Profile,
2016)
L.L. Bean products are known for their functionality, attractive designs and superior
quality. They currently have 27 retail stores and 10 outlets located outside the state of Maine
(L.L. Bean Company Profile, 2016). The majority of their stores are located on the east coast of
the United States with the highest concentrations in the New England area.
Since the highest concentration of L.L. Bean’s customers are located on the east coast; …show more content…
Columbia Sportswear is L.L. Bean’s major competitor. Columbia Sportswear has a legacy of
over 70 years and has a presence in over 100 countries through over 13,000 retail outlets
(Columbia Company Profile, 2016). Columbia Sportswear is a family business offering products
that are designed for functionality and durability (Columbia Company Profile, 2016). In addition
to the Columbia brand products; they have partnered with other brands like Sorel, Mountain
Hardware and Parana to increase their consumer base. Unlike L.L. Bean, Columbia Sportswear
has a presence in the stock market allowing consumers to own stock in their company. Columbia
Sportswear has a global presence serving consumers in over 100 countries. In 2015, Columbia’s
global sales increased to $114 million which is a 7 percent increase from 2014 (Columbia Annual
Report, 2015). Columbia’s global sales of Sorel and Parana brands increased to $209 million (26
percent increase) and $125 million (29 percent increase) respectively (Columbia Annual Report,
2015). Although the Mountain Hardware brand’s global sales declined 3 percent to $116
Strategic Marketing
MKT 501
Michael R. Primo
Instructor – Dr. Ronald Zallocco
January 22, 2017
Executive Summary
L.L. Bean is a privately held, family-owned company. L.L. Bean sells high quality and
innovative outdoor apparel for people who are outdoor enthusiasts. L.L. Bean employs over
3,400 employees and has a strong commitment to environmental stewardship. A major challenge
facing L.L. Bean is increasing their customer-base on the west coast of the United States in order
to successfully compete with Columbia Sportswear, their biggest competitor. In order to
accomplish this task, L.L. Bean needs to successfully market their new line of men and women’s …show more content…
Product Statement L.L. Bean, currently headquartered in Freeport, Maine, was founded by an avid
outdoorsman named Leon Leonwood Bean in 1912 in the basement of his brother’s clothing
store. His goal was to outfit outdoorsman like himself with the proper hunting footwear
claiming “you cannot expect success hunting deer or moose if your feet are not properly dressed”
(L.L. Bean Company Profile, 2016)
From the very beginning, L.L. Bean has been providing quality outdoor clothing, gear
and expert advice. Today, the company still holds true to the founder’s belief in customer
satisfaction. The company has expanded from its original one-man operation located in a
basement to a global organization with annual sales of over $1.6 billion (L.L.Company Profile,
2016)
L.L. Bean products are known for their functionality, attractive designs and superior
quality. They currently have 27 retail stores and 10 outlets located outside the state of Maine
(L.L. Bean Company Profile, 2016). The majority of their stores are located on the east coast of
the United States with the highest concentrations in the New England area.
Since the highest concentration of L.L. Bean’s customers are located on the east coast; …show more content…
Columbia Sportswear is L.L. Bean’s major competitor. Columbia Sportswear has a legacy of
over 70 years and has a presence in over 100 countries through over 13,000 retail outlets
(Columbia Company Profile, 2016). Columbia Sportswear is a family business offering products
that are designed for functionality and durability (Columbia Company Profile, 2016). In addition
to the Columbia brand products; they have partnered with other brands like Sorel, Mountain
Hardware and Parana to increase their consumer base. Unlike L.L. Bean, Columbia Sportswear
has a presence in the stock market allowing consumers to own stock in their company. Columbia
Sportswear has a global presence serving consumers in over 100 countries. In 2015, Columbia’s
global sales increased to $114 million which is a 7 percent increase from 2014 (Columbia Annual
Report, 2015). Columbia’s global sales of Sorel and Parana brands increased to $209 million (26
percent increase) and $125 million (29 percent increase) respectively (Columbia Annual Report,
2015). Although the Mountain Hardware brand’s global sales declined 3 percent to $116