Camper Is an International Footwear Company

Camper

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INDEX

1. INTRODUCTION - CAMPER OVERVIEW 2

2. SEGMENTATION AND POSITIONING 3

3. EXTERNAL ANALYSIS 4

3.1. PESTEL 4

3.2.PORTER’S 5 FORCES 7

4. INTERNAL ANALYSIS 11

4.1.SWOT 12

4.2.Resource-based view of the firm 13

4.3. BCG Matrix 15

4.4.CSR 16

4.5.Business model 16

5. CONCLUSION AND RECOMMENDATIONS 18

6. BIBLIOGRAPHY 21

1. INTRODUCTION - CAMPER OVERVIEW

Camper is an international footwear company based in Mallorca founded in 1975. They design casual and unisex footwear with an approach to make shoes with a sporty but smart design. This is why we consider Camper part of the casual and sporty footwear industry.

Their mission is to provide well-designed products, that are functional and high quality.

Different, creative and traditional but with a touch of humor and distinct identity; these are some of the values that the vertically integrated company (which includes production, manufacturing and retailing) has.

One of their key strategies that has led to the success of the company is the flexibility that employees are given to experiment with new designs, marketing strategies and even with new materials such as biodegradable plastics or natural materials in a way that other companies are not willing to try because of the fear of failing. “It’s about giving designers carte blanche from the outset to create a story they feel will captivate customers”. Another key competence is the constant change of designers, this brings freshness to the company that big brands with established designers don’t have.

The rents that are created in this company can be considered Schumpeterian rents. They use new materials that are not common in the footwear industry, such as biodegradable plastics. In this way they differentiate from competitors until some of them might start copying the design and they must innovate again.

2. SEGMENTATION AND POSITIONING

Camper consumers are people that:

* Want a sporty-casual footwear.

* Are willing to pay a price between 100€ - 200€.

* Are looking for a differentiated design.

* It covers the whole population (women, men, kids).

Camper is considered, compared to its competitors from the same industry, a medium-fine luxury brand as it is shown in the following table:

Market share

Price range

Characteristics

€ > 300

* Excellent quality, perfect finish and fit

* Trendsetting

* Designer brands: Sergio Rossi, Jimmy Choo, D&G,Prada, Gucci

€100 -300

* Very good quality and fit

* Trend-following and attention to styling -Variety in collections but limited production - Brands: Bally, Burberry, MiuMiu, Boss, etc.

* Local brands, clothing brands, non-branded

€ 25 - 100

* Good quality and fit

* Trend-following, stylish, comfortable and functional.

* Large variety and high volume production

* Brands: Kickers, Clarks, Converse, Dr Martin, Uggs, Nike, Adidas, clothing brands, private brands and non branded

€ < 25

* Low to medium quality

* Popular models and variations for a wide audience

* High volume production at the lowest price - Imitations of successful brands, private trends and non-branded.

3. EXTERNAL ANALYSIS

3.1. PESTEL

POLITICAL FORCES

* The footwear industry has a stable political environment in the EU.

* Free trade agreements allow the company to export easily to different countries

* Since Camper operates mainly within the European Union, it can benefit from the free trade of goods within the area.

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