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Timberland

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At Timberland, Doing Well and Doing Good Are Laced Together

Case Summary:

The company has had decent revenue history as well as great profits. The company is headquartered in Stratham, New Hampshire, which started out just making shoes and boots and later went into clothes and accessories. Timberland’s social responsibility goes on the “Four Pillars. The pillars consist of energy, products, workplaces, and service. “At Timberland, doing well and doing good are not separate or separable efforts. Every day, everywhere, we compete in the global economy. At the center of our efforts is the premise of service, service to a truth larger than self, a demand more pressing even than this quarter’s earnings. While we are absolutely accountable to our shareholders, we also recognize and accept our responsibility to share our strength-to work, in the context of our for-profit business, for the common good.” (Stakeholders, Ethics, Public Police)

Key Marketing Issues • Global marketing– Making sure they keep up with the customers’ needs on a worldwide caliber.
.
• Retail Competition – Staying ahead of the competition Wolverine World Wide, who manufactures Hush Puppies, Merrell, and other brands of shoes and clothes such as North Face.

• Economic Conditions– During the recession, consumers were not purchasing as much, therefore revenues decreased, but revenue on the work boots remained the same.

Personal Case Analysis

In reading this case, it seems as though Timberland is all about global works and taking care of its workers. People feel good about buy products such as shoes and clothes that are reliable. People also feel good about products that promote social responsibility and how well they treat their works. Works at Timberland seem to enjoy the fact that they can take 40 hours of paid leave to volunteer in their even though it’s not required, but it’s a great way to get the employees involved.

Case Questions

1- What forces in the marketing environment appear to pose the greatest challenges to Timberland’s marketing performance? Explain

The greatest challenges to Timberland’s marketing performance would be the changes and new challenges to the global market. Timberland has to stay on top of the ever changing retail trends. They also have to stay internationally ready and be prepared to face international retailers as well. Timberland has an international design center in London, which makes sure it develops high-quality products to customers.

2- What kinds of ethical issues does Timberland face in its marketing? What is the company doing to address these issues?

The issues Timberland face in the marketing area would be the energy, products, workplace, and service areas (four pillars). Energy – Steady trying to slash harmful greenhouse gas emissions and increase power from renewable resources, and decrease energy consumption. They are cutting down employee travel by having virtual meeting. Another way they are saving energy is by having multi-line conference calls (Brunson). Products- Making sure that they continue to you use a combination of organic, renuable, and recyclable materials.

Workplace- Making sure all the standards for the workplace are fair and safe for all workers, factories, and facilities. Making sure the products come from a global network of suppliers.

Service- Allowing employees to take time off to volunteer in their commuinty to serve society and clean the earth.

3- How does Timberland’s reputation for social responsibility serve as strength when consumers are turning away from showy, expensive products?

The company is doing a service by allowing the employees up to 40 hours of paid leave to help in their communities, clean river banks, nature trails, and repair schools. Also showing that it is not just the employees that take time off from work but the actual vice president did as well, who volunteered on three continents.

4- Over time, Timberland plans to add labels to show how eco-friendly each of its products really is. What are the marketing advantages and disadvantages of this move?

Marketing advantages of this move would be to show consumers that they can scan the label for the metric that means most to them – whether it is climate impact, resource consumption or eco-conscious materials – much the same way that consumers scan food labels to discern fat content, calories or sodium (Newell, 2012).

The disadvantage of this move would, keep the consumer informed of what is being used in their products may allow them the chance to such for another product that has the same usage/ingredients as Timberland but for a lower price (Brunson).

Conclusions It seems as though Timberland has a great marketing trail. They are not just thinking about revenues and profits, but more on consumer and global efforts to keep the world alive. They recognize the completion and they are very much staying ahead of them by producing labels that shows what is being used in their products unlike any other retailer (Toney, 2014).

Works Cited

Brunson, T. (n.d.). Admin Assistant. (M. Richardson, Interviewer)
Newell, A. (2012, January 26). Timberland Eco-Labels Go Beyond Green Info. Retrieved from TriplePundit: http://www.triplepundit.com/2012/01/timberland-ecolabels-beyond-green-info/
(n.d.). Stakeholders, Ethics, Public Police. In A. T. Lawarance, Stakeholders, Ethics, Public Police. McGraw-Hill International Edition.
Toney, T. (2014, January 12). Administrator. (M. Richardson, Interviewer)

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