Situational Analysis of Kathmandu Kids’

Running head: SITUATIONAL ANALYSIS OF KATHMANDU KIDS’
SITUATIONAL ANALYSIS OF KATHMANDU KIDS’
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Author Note

1SITUATIONAL ANALYSIS OF KATHMANDU KIDS’
Executive Summary
The report has shed light on the situation analysis of Kathmandu Kids'. The product is highly
rated and in case of Kiwis market, the company has tried to make some competitive
advantages form Adidas and Nike. The external and internal process of the company and
their value proposition is important. The broad array of social and economic legislation
maintained in that process and there are many welfare procedures for workers are maintained
in an ethical manner. The advancement in technology and setting the target market is also
important and that evaluates the positional situation of the company.

2SITUATIONAL ANALYSIS OF KATHMANDU KIDS’
Table of Contents
1. Overview of Kathmandu Kids’..............................................................................................3
1a. Introduction......................................................................................................................3
1b. Mission, Vision, corporate culture and values of Kathmandu Kids’...............................3
1c. Product features and benefit with customer value proposition........................................4
1d. Current market situation and core competencies with other companies..........................4
2. Environment Scanning...........................................................................................................6
2a. External environment analysis.........................................................................................6
2b. Internal environment analysis..........................................................................................7
3. Impact of emerging technologies and their effectiveness on Kathmandu Kids’.................10
4. Segmentation and targeting..................................................................................................10
4a. Four key segmentations along with relevant variants....................................................10
4b. Target segment profile of a selected product.................................................................12
References................................................................................................................................13

3SITUATIONAL ANALYSIS OF KATHMANDU KIDS’
Topic: Situational analysis, environmental scanning and technological trends of
Kathmandu Kids’
1. Overview of Kathmandu Kids’
1a. Introduction
Kathmandu Kids’ is a chain of retail stores, which deals with travel and adventure
outdoor apparel. This is a leading retailer and clothing equipment in New Zealand. The
company has more than 160 stores globally. The revenue generation of the company is
NZ$445.37 million and more than 2000 employees work for the company (Kathmandu.co.nz,
2018). The brand value of the company is high and innovative nature of the business is the
prime attraction for the customers. The core purpose of the company is to inspire travel
experience of people and develop the integral process of business.
The purpose of the report is to analyse the situation of the company and evaluate the
position of the company. There are some big companies like Nike kids, Adidas kids are in the
market and Kathmandu Kids’ has to strengthen their market for the development of their
business. The culture and attitude of the brand is the guiding principle in that case.
1b. Mission, Vision, corporate culture and values of Kathmandu Kids’
The aim of Kathmandu Kids’ is to inspire adventure in everyone. The mission of the
company is to make a better travel experience for people and provide every opportunity to
sustain their dream. There are four major goals set by the company. In 2017, 2.5 million
plastic bottles were revised by the other containers, those are not hazardous for the
environment as well (Kathmandu.co.nz, 2018). In 2018, the company initiates for zero waste
to landfill process. The company has taken a commitment of 100% sustainable cotton making
process in 2020 and the process delivers a 20% reduction of carbon emission
(Kathmandu.co.nz, 2018). The vision of the company to mark them high in the global market