CH.4 The Marketing Environment

when it comes to the marketing environment ,  Timberland is now choosing to target what is called "Generation Y" named the "Millennials"the target age group is 25-30 years of age. Timberland want its consumer to know the brand for more contemporary approaches dealing with its products. Most of Timberland consumers knows the brand for its outdoor work boot approach , now Timberland plans to market towards the more social night life casual attire.

CH.3 Ethics and Social Responsibility

In 2010 Timberland started the environmental  framework and a method of scoring of its global social compliance program. The measurement and monitoring for social and enviornmental compliance, it measures how effective a factory is in reducing its enviornmental impact. Timberland has a goal it would like to meet which is at a level of two. Level two means that all of Timberland factories have well established environmental management sytems in these following categories, chemicals , energy and ozone depleting substances and etc... Data shows that in 2012 Timberland was at 32%, 2013 shows 59.2% had scored level two or higher leading into 2015 leaving Timberland at 100%. Timberland is making very good progress in environmental performance.



http://responsibility.timberland.com/reporting/goals-and-progress/#csr-factory_environmental_perf











 

CH .2 Strategic planning for competitive advantage

Strategic planning is a game plan used by companies to achieve internal or external goals.Timberland is a very popular foot wear brand specializing in outdoor footwear such as boots. Since Timberland is mainly known for its specific niche in footwear such as boots part of  Timberlands strategic plan  has put into affect a campaign called Earth keepers. Earth keepers are a brand within its brand designed by the Timberland company to bring awareness to environmental issues. Timberland uses renewable energy in its production factories and technology called "green rubber" compound to make rubber outsoles with is more organic and the materials are recycled .Timberland has put forth a strategic plan to bring awareness to environmental  issues and a advantage to outweigh other competitive brands by making the Timberland brand more safe.



http://community.timberland.com/Earthkeeping-FAQs

CH. 1 Timberland brief history and Mission statement

Brief history : The Timberland  company is a very popular brand which brand name was  established in 1973 in Abington Massachusetts by a man named Nathan Swartz. In recent years the Timberland company was originally called the Abington shoe company. In 1986 the first Timberland store opened up for business in newport Rhode Island. In 1987 Timberland became the first boot company to broadcast on national television. Timberland later then partnered wit a company called "City Year Inc" located in Boston based on youth "urban peace corps" to support community service.

The Timberland company  Mission statement : According to http://www.timberland.com

"Our mission is to equip people to make a difference in their world. We do this by creating outstanding products and by trying to make a difference in the communities where we live and work".