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Brand analysis - Essay Example

Outsourcing like competitors to reduce cost. Customized solution of tool kit on customer requirement. Introducing other travel solutions such as travel gears etc. Developing strategic alliance with airlines that allow taking up LT tool kit on commercial airlines. Cheaper versions from competitors can take up market even with quality compromised (Knox). Competitor may take up market with facilitating their tools with other home and personal solutions; e.g. pocket knife tool kit with outdoor gear (Hoovers (a); Hoovers (b)). CLIENT, COMPETITOR, MARKET AND AUDIENCE ANALYSIS Leatherman Tool Group, being an Oregon company, is the only provider of tool kit of more than 30 products in a dozen of ways. Range of tools from Leatherman Tool Group provides solution for the expected and unexpected needs for younger, as well as luxury market. LT has 29 years of experience and expertise in the business of developing combination of tools facilitating its customers with wide range of solution for action sports, do-it-yourself, emergency, outdoor, tactical trades, as well as travel friendly. The combination of wide solution with quality makes it superior choice over competitors (Leatherman). COMPETITORS Victorinox Swiss Army, Inc, commonly known as Swiss Army Brands, is the only provider of iconic Victorinox Swiss Army Knife. ...
acturing unit to Asian market for cost efficiency; however, knife experts are making efforts to get back to the USA and regain “made in the USA” label for their product. Wenger

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North America is another American company providing a wide variety of accessories from watches, footwear, cases for camera and knives tool kit to the U.S. and Caribbean consumers. Products of Wenger North America are available only on specialty stores (Hoovers (b)). MARKET The market for Leatherman Tool Group is much wider than that served by its close competitors. Three competitors discussed above provide solutions to single tool requirement of the customers such as variety of knives etc. On contrary to this, Leatherman Tool provides complete range of solutions to variety of tools, such as pliers, screwdrivers, files, blades, pruners etc. and other needs usually combined in a single tool kit, making it easy to carry and handle. Hence, competitors’ products are just one area of expertise for Leatherman Tool Group. Despite stark price contrast where many other competitors sell product at small price, expensive Leatherman Tool products retained its market with high prices. Leatherman Tool with its expertise in tools has also in recent past introduced the tool kit at relatively much lesser price. Market faced intense competition with production of tools outsourced to Asian countries taking cost benefit; however, competitors are now making efforts to regain their “made in the US” mark back; label that Leatherman Tool maintained and benefitted. Leatherman Tool retains the competitive advantage of only manufacturer of tool kit with manufacturing facility in the US; hence, wins the priority for customers’ preference (Knox). Moreover, the company is facing competition over price in the


BRAND ANALYSIS SWOT STRENGTHS WEAKNESSES Each tool has 25-year guarantee Only manufacturer in the US of foldable, all in one multi tools. Cheap labor available from Portland Toyota Production System implementation Only provider of tool solution as compare to competitors…
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