Strategic Management Analysis and Report: Kill_Kapture Case Study

This report provides a comprehensive analysis of the strategic management practices of Kill_Kapture, a prominent Australian fashion company. Founded by Mark Wales, the company specializes in luxury products, particularly leather jackets, targeted at war veterans and individuals in the defense sector. The report delves into Kill_Kapture's market segmentation strategies, including psychological segmentation based on personality traits and self-orientation, emphasizing trustworthiness and customer loyalty. It further examines the company's targeting strategy, focusing on a specific demographic of affluent war veterans aged 30 to 40 years old. The report highlights how Kill_Kapture aligns its product design and marketing efforts to meet the psychological needs and preferences of its target customer base, thereby aiming to capture and retain a loyal customer base. The analysis also includes the company's focus on providing profit margins and costing benefits to its customers to gain their trust and loyalty.

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Strategic Management
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Strategic management can be defined as the process by means of which the various
companies as well as the organizations formulate and implement the various strategies on
behalf of its shareholders and owners (Hair et al., 2012). The development of these strategies
usually involves an analysis of the market situation as well as the external and the internal
environments of the organization or the company concerned. The company selected for the
study of strategic management is Kill_Kapture. The company Kill_Kapture, founded by
Mark Wales, an ex-SAS officer, who served in the Australian campaign of Afghanistan, is
one of the famous companies in the Australian fashion industry ("Our Story", 2018). The
products manufactured by the company, like its leather jackets are priced at $1,500, thereby
making it a luxury product among the Australian citizens ("Our Story", 2018). Mark Wales,
incorporated the design of the jackets used by the soldiers during the Afghanistan campaign
for the designing of his first product, the Pathfinder Jackets ("Our Story", 2018). The
company is also operational in the United States and the kangaroo leather jackets
manufactured by the company in US are 10 times stronger than the ordinary ones ("Our
Story", 2018).
The products manufactured by the company are designed taking into consideration the
needs as well as the requirements of the customers and also the latest trends in the fashion
industry (Pérez, & del Bosque, 2015). It is a reflection of this fact that the company promotes
its “Pathfinder Jackets”, through the advertisement, which features James Mattis, popularly
known by the name of “Mad Dog”, a decorated officer of the US Marine Corps ("Our Story",
2018). The company manufactures its products taking into consideration the requirements of
the customers in the age group of 30 years to 40 years ("Our Story", 2018). The products
manufactured by the company designed specifically to cater to the needs of the war veterans.
However, the jackets manufactured by the company are also very popular among the civilians
as well. The primary focus of the company is on the war veterans, fire-fighters, naval officers

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and others belonging to the defense sector ("Our Story", 2018). Moreover, as the products
manufactured by the company are very expensive, therefore, the economic status of the
customers also matter. The targeted customer base of the company is therefore the rich war
veterans belonging to the age group of 30 to 40 years of age ("Our Story", 2018). It is to be
noted that in the United States alone there are more than 22 million war veterans ("Our
Story", 2018). The remark of Mark Wales is pertinent here, “We want to be an uplifting
source for veterans - we want to show them that we understand that it’s not easy to re-enter
society and that it’s also important to take their amazing skills and put them to good use”
("Our Story", 2018). The company in order to capture as well as retain the customer base
provides profit margins and costing benefits to the customers.
Psychological segmentation can be defined as the process by means of which the
target customer base is fragmented or divided on the basis of personality traits like attitudes,
interests, values, lifestyle habits and various other aspects (Häusermann & Schwander, 2012).
The process of psychological fragmentation helps the companies or the organizations to
design as well as manufacture their products and services as per the psychological needs and
requirements of the customers (Gellynck et al. 2012). The company Kill_Kapture, for the
manufacture of its products like “Pathfinder Jackets”, “Kangaroo Jackets” and others takes
into consideration the psychological requirements of the target customer base ("Our Story",
2018). It is to be noted that the target customer base of the company is the war veterans, fire-
fighters, naval officers and others defense personnels belonging to the age group of 30 to 40
years of age. It is to be noted that the owner of the company, Kill_Kapture, Mark Wales,
designed the jackets based on the ones, which he himself used during the Afghanistan
campaign of Australia, in which he participated ("Our Story", 2018). Thus, it can be said that
during the process of designing of the jackets the psychological requirements of the war

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veterans were taken into consideration, that is, the target customer base on which the
company focuses its attention.
Self orientation can be defined as the process by means of which a company or an
organization takes into consideration the various concepts of trustworthiness, reliability,
intimacy and credibility (Righetti, Finkenauer, & Finkel, 2013). There are two kinds of self
orientation- low self orientation and high self-orientation (González-Benito, & Martos-Partal,
2012). The process of low self orientation is often used by the companies as well as
organization to win the loyalty as well as the trust of the customers (Theodosiou, Kehagias, &
Katsikea, 2012). Therefore, the company Kill_Kapture uses the concept of low self-
orientation to win the loyalty as well as the trustworthiness of the customers ("Our Story",
2018). It is to be noted that the company Kill_Kapture focuses its attention on the customer
base of the war veterans who are in the age bracket of 30 to 40 years of age ("Our Story",
2018). There the trustworthiness as well as the loyalty of the customers becomes very
important in this respect (Ciribeli, & Miquelito, 2015). This factor enables the company to
retain its customer base and at the same time to increase its profit margin (Vivek, Beatty, &
Morgan, 2012).
Targeting strategy can be defined as the strategy by means of which the various
companies or organizations select their potential customer base in order to design as well as
sell their products and services to those targeted customer base (Hair et al., 2012). The
targeted customer base for the company Kill_Kapture are the war veterans, fire-fighters,
naval officers and other defense personnels belonging to the age group of 30 to 40 years
("Our Story", 2018). The process includes four different stages namely, selection of the
population, differentiation, concentration and finally individual marketing. Therefore, if a
look at the targeted strategy of the company Kill_Kapture is taken it will reveal that the
company initially took the entire population belonging to the age group of 30-40 years. The

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next stage was the differential on the basis of their profession like whether they are civilians
or defense personnels. The third stage involved the classification on the basis of income
status. The final stage was gave the company its final targeted customer base.
Therefore, from the above discussion it becomes clear that the concept of marketing
strategy forms an important aspect of the various companies as well as organizations. The
companies also need to take into consideration the various needs as well as the requirements
of the customers for the manufacture of their products and services. The proper selection of
the target customer base is also very important as the company needs to design and market
their products and services as per the needs of those customers. A proper knowledge of the
various targeting strategies is also very important in this regard as that enables the company
to select the right kind of target customer base for their various products.

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References
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