Lauren GaultLauren Gault

John RogersJohn Rogers

Ian PaulIan Paul

L.L. BeanL.L. Bean

BackgroundBackground

L.L. Bean is an outdoor apparel L.L. Bean is an outdoor apparel company that was started by Leon company that was started by Leon Leonwood Bean in 1912. As a nature Leonwood Bean in 1912. As a nature enthusiast he found that there was a enthusiast he found that there was a niche market that he could enter; Offer niche market that he could enter; Offer a wide assortment of practical and a wide assortment of practical and functional clothing and accessories for functional clothing and accessories for the avid outdoorsmen. the avid outdoorsmen.

L.L. Bean is still a family-owned L.L. Bean is still a family-owned business and privately held.business and privately held.

Background (cont.)Background (cont.)

L.L. Bean sells most of their L.L. Bean sells most of their merchandise nationally through internet merchandise nationally through internet and catalog orders. There are a few and catalog orders. There are a few retail stores as well as outlet stores in retail stores as well as outlet stores in several northeastern states. several northeastern states.

There are over 21,000 products that L.L. There are over 21,000 products that L.L. Bean currently sells, many have been Bean currently sells, many have been classics throughout the companies classics throughout the companies heritage. heritage.

As a company L.L. Bean has donated As a company L.L. Bean has donated over 5 million dollars to conserve our over 5 million dollars to conserve our national resources.national resources.

Marketing MixMarketing Mix ProductsProducts

– Outdoor apparel for man, woman, childOutdoor apparel for man, woman, child– FootwearFootwear– Outdoor gearOutdoor gear– Luggage & travel accessoriesLuggage & travel accessories– Home & outdoor livingHome & outdoor living

PricePrice– Average for the industryAverage for the industry

PlacePlace– 200 million catalogs/yr. plus 10 specialty catalogs200 million catalogs/yr. plus 10 specialty catalogs– 6 retail stores, 14 factory outlets (NE USA, Japan)6 retail stores, 14 factory outlets (NE USA, Japan)

PromotionPromotion– Word of mouth, strong reputationWord of mouth, strong reputation– Outdoor Discovery SchoolsOutdoor Discovery Schools

Target MarketTarget Market

SWOT AnalysisSWOT Analysis

STRENGTHSSTRENGTHS– Environmentally Environmentally

responsibleresponsible– Outstanding Outstanding

customer servicecustomer service– Top rated e-Top rated e-

commerce sites on commerce sites on the WWWthe WWW

– First mover First mover advantageadvantage

– High quality private High quality private brand goods (90%)brand goods (90%)

SWOT AnalysisSWOT Analysis

WEAKNESSESWEAKNESSES– Few store locationsFew store locations

OPPORTUNITIESOPPORTUNITIES– National & international expansionNational & international expansion– Expansion into ‘fashion clothing’: Expansion into ‘fashion clothing’:

Continue competing with stores like Continue competing with stores like J.Crew & Eddie BauerJ.Crew & Eddie Bauer

– Other market segmentsOther market segments

SWOT AnalysisSWOT Analysis

THREATSTHREATS– Current Current

competitors:competitors: REI, Cabela’s, REI, Cabela’s,

Sports Sports AuthorityAuthority

– Other online Other online competitorscompetitors

– Competitors Competitors in the ‘fashion in the ‘fashion clothing’clothing’

SourcesSources

http://www.wikipedia.orghttp://www.wikipedia.org http://www.llbean.comhttp://www.llbean.com http://www.biz.yahoo.comhttp://www.biz.yahoo.com Montgomery, M.R. “The Marketing Montgomery, M.R. “The Marketing

Magic of L.L. Bean”. Boston Globe Magic of L.L. Bean”. Boston Globe Magazine. December 27, 1981 Magazine. December 27, 1981 <http://www.boston.com/business/<http://www.boston.com/business/globe/articles/1981/trial/>globe/articles/1981/trial/>