The company obtains a competitive position of the market and a strong band image. Its innovations and product development strategies support its further growth and open new market opportunities. When product life cycles are short (or consumers demands are changed) technological improvement becomes an essential requirement of company strategy.
The aim of strategic marketing is to meet the needs and expectations of customers, and the organization's ability and capacity to satisfy them. For this matching process to take place successfully, a company must understand who is the customer and what value is required, and how best to deliver this value on a sustainable basis in line with the organization's overall corporate objectives. The North Face is one of the companies which develops unique strategies and marketing approach in order to compete on the market and increase sales. The North Face is a specialty retailer which 'designed, manufactured and sold high quality outdoor equipment and clothing" (Mezzatesta and Cook 743).
The mission of the North Face is to reach wider target market and expend its activities to new markets. The strategic aim is a continuous growth and expansion into new products. High quality is used as a strategic weapon and the aim of The North Face is to maintain high quality standards at costs lower than competitors. The current objective of the company is to find the best way to distribute the new skiwear line. Also, the objective is to remain a market leader and strengthen its dealer structure around the world.
3.2. External Environment
The North Face operates on the dynamic market where the main objective is to maintain successful marketing communication strategies, implement high product quality and develop strategies to improve customer relations and manufacturing. The purpose of the North Face is to get and keep a customer proposing high quality innovative products. Political-legal forces acting upon the North Face allocate power and provide constraining and protecting laws and regulations. The company does not influenced greatly by political and legal changes. In spite of the fact that the North Face is a US-based company, it is affected by international trade regulations and laws. Environmental changes suggest that the opening up of the market and the resultant increased competition has widened the perspective of the planning framework with profound implications. Thus, the main threat for the North Face is that its competitors begin to copy its products. The social environment includes general forces that do not directly touch on the short. Economic forces regulate the exchange of materials, money, energy, and information. This environment proposes great challenges for the North Fac