Marketing Analysis of Kathmandu Holdings Limited

Running head: MARKETING
MARKETING
Name of the student
Name of the university
Author note

1MARKETING
Table of Contents
1. Introduction to Kathmandu’s background...................................................................................2
2. Product and service offerings......................................................................................................3
3. Target market...............................................................................................................................4
4. Conclusion...................................................................................................................................5
References........................................................................................................................................7

2MARKETING
1. Introduction to Kathmandu’s background
Kathmandu Holdings Limited is a chain of retail stores, which specializes in selling
different travel apparels and equipments as per the identification of the demands of the tourists.
The organization is headquartered in New Zealand and operates in Australia and UK. The
expansion of the business is based on the quality of the products that are offered by the business.
The organization supported dynamic innovation in the processes of product development and
positioning as per the demand of the customers since its initiation in 1987. Currently the
organization holds some 163 stores in New Zealand, Australia and UK (Boso, Cadogan and
Story 2013).
The organization initially utilized the ALP Sports Clothing label for selling their units as
per the demand of the customers. However, gradually the organization set up its retail store in
Australia while initiating the production of its original clothing range in New Zealand. Chen and
Tsou (2012) stated that the organization utilized the contingency theory in their approach in
order to maintain their proficiency of performing as per the market demands while taking
different risks to prosper. Currently the revenue of the organization is around NZ$445.35 million
and net income by the end of the 2017’s fiscal year was recorded to be NZ$34 million. It clearly
portrays the progression that is undertaken by the business while operating on the changing
demands of the customers (Kathmanduholdings 2018). The continuous innovation approach of
the organization has helped the same in upholding the proficiency for modifications in the
business model as per the changing market trends and demands of the customers.