Timberland SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 8566

SWOT Analysis of Timberland with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company

VF corporation


Apparel and Accessories


Lifestyle and Retail

Tagline/ Slogan

Outdoor performance


Quality outdoor wear



Outdoor apparel and accessories for men, women, kids

Target Group

Men and women from the upper middle class


Complete outdoor sports brand

SWOT Analysis


1. The brand has a strong retail presence in USA, UK and Canada through several flagship stores and is present throughout the world through MBO’s.
2. The brand believes in ecological preservation and is involved in active CSR activities to that effect.
3. The brand uses scientific technology into the production of its leather goods which give them a good credibility considering they are used in harsh weathers.
4. The brand has constantly looked to expand its brand portfolio through various product lines to make it a complete lifestyle brand for the adventurous people

5. Good advertising and visibility across US


1.The brand has struggled to leverage on its financial position to expand its operations globally
2. The brand is currently in the transition stage after its merger with the VF corporation


1. The brand can expand its exclusive retail operations which are limited to USA and UK to new markets which have a growing demand for outdoor wear.
2. The brand can also look at sponsoring various outdoor sports outside USA which increases the know-how of the brand.
3.The brand can also try and outsource its manufacturing units to maintain economies of scale in future.


1. The brand faces fragmentation in the outdoor-wear segment as its main challenge.
2. The brand outside American markets faces indentifiablity issues wherein many brands are offering a similar product
3. Tough competition from domestic and international players



1. Billabong
2. Columbia Sportswear
3. Ecco

The table above concludes the Timberland SWOT analysis along with its marketing and brand parameters.


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