A Report on Mountain Design's Marketing Objectives and Strategies

This report examines Mountain Design, an Australian outdoor wear and footwear company, focusing on its marketing objectives and strategies. The company, founded in 1975, faces challenges including declining sales and store closures. The report identifies key objectives such as increasing sales, building brand awareness, growing market share, and entering new markets. Recommended strategies include bringing in new customers, enhancing customer loyalty, market segmentation, and online retailing. The report also covers product strategy, including differentiation and value addition; pricing strategies, considering customer value and competition; promotion strategies, including advertising and offers; and distribution strategies, emphasizing online platforms. The analysis provides insights into how Mountain Design can address its current issues and achieve its marketing goals, with a focus on strategies to attract new customers and retain existing ones.

MOUNTAIN DESIGN
MARKETING OBJECTIVES AND STRATEGIES
[STUDENT’S NAME]
[INSTITUTION]
[DATE]

Executive summary
Mountain Design is an Australian based company that supplies its customers with
outdoor wearing and footwear. The company was set up by Rick White in 1975 in Brisbane to
serve the Bushwalkers and rock climbers (Westwood, 2018). The company occupies a significant
percentage of the market, having existed for the past forty years supplying quality outdoor
wearing to the customers. In the 1980s; Mountain Designs gained a lot of customers following
their consistency in the provision of high quality products, and an increase in demands for its
products. Their customers enjoyed the use of their products as they assured safety while
climbing rocks, camping even soaring mountains (Carere, 2014). Following this, the company
expanded with large margins, managing to capture a large section of the Australian market. This
is a great success for the company as it has managed to increase the number of its customers
across the country as well as expanded its revenue, evident from the expansion. The company
currently produces and sells adventure gears, outdoor clothing, and footwear (Anand, 2017).
Despite the great success that has been achieved by the company in Australia over the
past four decades, there exist a lot of issues that now affect the company very much negatively.
The past three years of its operation have not been so good, resulting in an accumulative loss of
$7 million. This is following some changes that the company has been facing and struggling to
keep up with (Meisel, 2015). By January 2018, the company decided to close 13 of its stores
which were found to be underperforming. Besides, the company has also spotted other poorly
performing stores and is set to close them; however, the date is not confirmed yet.
Market objectives
Increase sales

Among the major issues that are facing Mountain designs is a decline in sales. This is one
of the reasons as to why the company decided to close down some of its stores in the country.
This makes increasing sales one of the market objectives of the organization. Through increasing
sales, the company will be able to make enough sales of their product. Also, the company will be
able to settle all their bills and still remain with reasonable profits for which can be used in
expansion operations such as introducing more product brands as and share in form of dividends
to their shareholders.
Build brand awareness
The stiff market competition that the organization is facing is because the brand is not
known by man customers in the market. This has given the competitors advantage over
Mountain Design Company as man customers can access their market (Hickman 2018).
Additionally, the marketing methods that the company is using do not allow awareness of the
brand among the customers. Mountain design is therefore obliged to enhancing their brand
awareness as part of the ways of which they will be able to get their more customers, so as to
increase sales, which is the key priority for the company. Having enhanced brand awareness,
mountain Design will be assured of competing actively against other organizations that supply
the customers with similar products.
Grow market share
Considering the fact that the company brand awareness is still low among the customers,
the share that the company has in the market is still very low. This makes them unable to have
their products supplied and sold ton as may customers as other brands (Bruffy 2016). Customers
who do not know about their brand are likely to automatically turn down their bids and go for

another brand in the market whose profiles is known by more customers. Mountain design is
therefore in the need of increasing their market share by using any marketing strategy. This
would help them get customers, not only those who are regular customers but also those who
have heard but have not used the product before.
Enter new markets
Considering the facts about the company, the supply of their products is only within
Australia. In fact, some of the parts of Australia are not run by the company (Zhang 2018). This
has given room for external companies selling similar products to take a share of their potential
market. However, as a way of increasing the number of customers buying their products, the
company needs to get to new markets. This would involve going to the rest of Australia and even
acquiring international markets. The organization should consider entering markets with
potential users of their items s that the impact on customer range can increase significantly.
When the company enters new markets, the quantity of sales will increase significantly. Also,
Mountain Design products will have enough opportunities for getting new customers whose
potential to purchasing their high quality products are relatively higher.
Marketing strategy
From the research findings discussed above, the following are the recommended
marketing strategy of Mountain Design Company:
Bringing in new customers

In the bid to realize an increase in their sales, mountain Design needs to bring in new
customers for their items. This is dome though enhancing brand awareness and entering new
markets which are part of the marketing objectives that the company considers a priority. By
bringing in new customers, the company will be able to increase their sales. Bringing in new
customers will provide favorable grounds for increasing the sales. In addition, the amount of
profits realized will also increase significantly. The company will stand the chance of being in
the industry and compete with other international companies.
Enhancing customer loyalty
The company seems not to have adequate strategies for reaching their customers, to
discuss their issues, get their preferences. This can be evident by the fact that the company has
not implemented some marketing methods that most customers want. The company can also
award their customers and bring in conditions for qualifying for an award. This will make the
customers feel that the company is good enough and is valuing them (Taylor 2015). Once this
happens, customers will always prefer their products over other companies’ because of the
increased loyalty. Also, the company can ensure customer loyalty through listening and ding
necessary adjustments that their target customers requests. This would help the company in
knowing the purchase potential of their main customers, and set prices at affordable rates, aiding
in increasing sales.
Market segmentation
Mountain design traditionally manufactures and sellers premium quality products. This
has made the organization to lose customers to other companies such as anaconda which sells
low-quality products at lower prices (Kim, 2016). Mountain design, therefore, needs to recognize

that their customers have different economic income and thus cannot be grouped similar in the
market. Segmentation would help the company in both positioning in the market as well as
targeted at customers based on their economic potential. These are two important factors for
consideration when marketing products to consumers.
Online retailing
Mountain Design does much with physical retailers. This has been making them lose a
lot of customers to other similar good providers that have online shopping and payment options
(Ryan, 2016). The organization should, therefore, introduce online marketing procedures to
make sure that they compete favorably with the other companies dealing on the same products.
The company will, therefore, be able to gain more customers, especially those who prefer online
shopping and payment systems.
Product strategy
A product is the good or service produced by a company to fill a market gap by fulfilling
customer needs. A product strategy involves planning for the product from its production to the
time it reaches the end consumer in a market set up. It is important for the producers and
marketers to understand the plans for their products, strengths, opportunities, and challenges. The
potential clients of the product need to be also identified. The most important aspect in product
strategy is to know how to make your product unique in order for it to be accepted in the market.
For instance, Mountain design has products that can be offered elsewhere by other companies at
a similar price range which creates the need for a well-established strategy.
Product differentiation is the right strategy to ensure a competitive advantage over other
companies. It involves creating products with unique characteristics that make them stand out

from other products in the market (Miller,1992). Mountain design needs to add value to their
products in order to increase customer loyalty.
Pricing
Determining the price of products is a difficult endeavor and it requires a company to
make some deep research and testing on prices in order to ensure customers are not pushed away
by the pricing. The prices put in place will always determine the margins in profit including
supply and demand. The price range of mountain design products must be within the perceived
value of the products to the customer (Martin, 2014). If a product’s price is higher than the
customer’s product value, the price might need to be lowered and vice versa. The price might
also be affected by the competitor’s prices.
Most of the sportswear often have fixed prices that do not allow substantial margin
discounts. This makes more customers to shy away from purchasing these products (Paudyal,
2017). However, Mountain Design can use the psychological pricing strategies to attract
customers to buy their products. This would involve indicating prices like $99.98 at the expense
of $100. Despite the fact that the costs are always fixed and can’t be lowered, the company can
consider using different qualities of items for the customers. This is with regard to the fact that
most of the customers are between the ages of 16-25. This category of individuals is often
unemployed or newly employed and has low income. Their purchase potentials are often lower
and therefore may not be willing to spend high amounts on buying games kits (Tang 2017).
Mountain Design must, therefore, put this into consideration so that all of their customers can
easily find affordable items that satisfy their needs. This will add on the fact that the materials for

making their items are known for high quality, a factor that will earn the organization more
customers.
Promotion
Promotion involves communicating the product’s information to the consumer. There are
several ways in which a product can be promoted to increase its market share. Promotion can
include advertising the product on the internet platforms, social media, email marketing local
newspapers, radio, and television. Promotion could also involve the use of offers to attract
customers.
Although the company has been promoting their customers, there is a need to strategize
on how to do their promotion. It is necessary for the company to advertise their promotion
through the social media so that more of their customers can know about the proceeding of their
promotions (Ottman, 2017). This can help significantly in publicizing the company and hence
increasing their customer base. Moreover, the multitudes who come to know about the company
promotions and products may later become regular customers of their services and products.
Distribution
Marketing of a product has to ensure that the product is at the right place for the
consumer to find/access it. It is important for a company like mountain designs to think about
converting their potential markets into actual markets. Distribution is the key to making the
product available for customers (Martin, 2014). Various channels could be used by the company
including making use of online platforms. Online is the most viable place to make the products

available to clients. Though transactions might not necessarily happen on the web, potential
clients are converted on the internet.
Summary
The major market objectives for Mountain Design Company include increasing sales,
enhancing brand awareness, entering new markets and growing market share. Implementing
these market objectives will enable mountain Design Company to gain enough revenue through
huge sales, enabling them to afford their expenses and gain good returns. The most
recommended marketing strategies for Mountain Design Company including enhancing
customer loyalty through random awards, among other practices. Additionally, the company
needs to use promotional techniques so that they can gain more markets. The company also
needs to change their marketing methods and involve online marketing methods to increase the
market access and consequently increase sales. Mountain Design also needs to use the pricing
strategies, which include psychological pricing and discounts to entice their customers into
buying more of their items. These marketing strategies have very important outcomes for the
organization and therefore should be considered by the organization and brought to effective use.

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