MARKET ANALYSIS ON ‘SHERPA’ (SPORTS EQUIPMENT SECTOR)
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Transcript of MARKET ANALYSIS ON ‘SHERPA’ (SPORTS EQUIPMENT SECTOR)
MARKET ANALYSIS ON ‘SHERPA’(SPORTS EQUIPMENT SECTOR)
DONE BY : ELVIS RANJIT, DURLAV SUBEDI, TENZING SANGMO LAMA, ZUNU GURUNG
CONTENTS1. WHAT IS “SHERPA”?2. TOWS ANAYLSIS OF “SHERPA”3. SHERPA TARGET MARKET4. CRITICAL SUCCESS FACTORS5. ACKNOWLEDGEMENT6. BIBLIOGRAPHY7. QUESTION PAGE
WHAT IS ‘SHERPA’ ?
• ‘Sherpa’ is an internationally renown Nepalese brand which creates adventure gears that earns the praise of the world's toughest high-altitude climbers.
• It was inspired by sheer chance in 2003 and has expanded to 12 different countries all over the world, including Nepal.
• 60% of their total sales in Nepal are foreigners and the rest 40% are the locals.
• ‘Sherpa’ offers outstanding outdoor clothing and gear (e.g. trekking, mountain climbing, hiking), a line of base layers, travel clothing, shells and winter-worthy insulation.
External opportunities(O)
Launch new range of products for other target markets
Media promotion New technology can increase
sales Good corporate social
responsibilty (fund raised for underprivileged sherpa children
of nepal)
External threats(T)
During recession, people might not be able to afford their products
Bad political situation hinders inflow of tourists which might affect sales
Limited market Inability to cope with new technology
Internal strengths(S)
Outstanding quality Good brand image
Goodwill of owner & company Experts with maximum experience &
knowledge (sherpas)
SO• Goodwill and CSR of the company
will attract good media and customers.
• New technology can improve the quality and hence increasing
sales.
ST• They can increase their market share by
launching a new more affordable range of products.
• With the experience that they have and the new technology, they will be able to
create better products.
Internal weakness(W)
Pricing (high) Only winter gears
(limited range) Products not fashionable
WO• With good CSR, customers would
ignore high price of the product• With new range of products &
media promotion, we can overcome the unfashionable
products.
WT• If prices of the products are lowered,
then people can still afford even during recession.
• By creating more fashionable products, we can eliminate the limited market
problem.
MIC
ROMACRO
TOWS ANALYSIS OF ‘SHERPA’
Source: ekantipur.com
SHERPA’S TARGET MARKET
OUTDOOR ADVENTURERS TREKKERS AROUND THE WORLD MOUINTAINEERS HIKERS
Local primary target market of ‘sherpa’(trekkers, nepal)
COMPETITORS FOUND IN NEPAL
LOCAL INTERNATIONAL
SHERPA OUTDOORS THE NORTH FACE
FAKE NORTH FACE (LOCAL) HARD WEAR
BLACK YAK
CRITICAL SUCCESS FACTORS (CSF)
All the products of SHERPA are of the best quality tested
by experienced Sherpas, worn by many people
all over the world.
The name Sherpa got renowned throughout the
world because of the Sherpa mountaineers (e.g. Tenzing
Norbu Sherpa, Pasang Lhamu Sherpa)
Every Sherpa product sold, helps raise funds for
underprivileged Sherpa children of Nepal
(increased Goodwill)
Increasing inflow of trekking tourists in Nepal increases
Sherpa’s sales.
SUCCESS
Acknowledgment • Thank you Ang Phurba Sherpa
(Sherpa’s manager)
• Thank you Mr. Dipankar Sherpa for your guidance!!!
• Thank you Mr. Birat Shrestha for
your instructions.
• Thank you colleagues for listening to us
BIBLIOGRAPHY Information Sherpa Adventure Gear Inc. (2013) About Us (Accessed on 30.10.2013)
http://www.sherpaadventuregear.co.uk/about-us-i1
Uk essays (2013) Sherpa Adventure Gear. (Accessed on 29.10.2013)http://www.ukessays.com/essays/history/sherpa-adventure-gear.php
The Kathmandu Post (2012) Number of trekkers projected to rise 20 percent this year. 02.11.2012, (Accessed on 30.10.2013)http://www.ekantipur.com/the-kathmandu-post/2012/11/02/money/number-of-trekkers-projected-to-rise-20-percent-this-year/241344.html
• Mind Tools (2013) Using the TOWS Matrix (Accessed on 30.10.2013) http://www.mindtools.com/pages/article/newSTR_89.htm
Pictures Sherpa Adventure Gear (2013) [picture] At:
http://www.canadianoutdoorequipment.com/store/sherpa-adenture-gear.html (Accessed on 30.10.2013)
Sherpa Adventure Gear Showroom (2013) [picture] At: http://www.spacesnepal.com/2013G7.php (Accessed on 30.10.2013)
Sherpa Adventure Gear (2013) [picture] At:http://www.sherpaadventuregear.com/fw13-womens-khangri-alpine-series.html (Accessed on 30.10.2013)
INFOGRAPH
THANK YOU FOR LISTENING,
ANY QUESTIONS?