History Founded by to women Beth Cross and Pam Parker in 1990 They set out to make the boots not as stiff, heavy and hard on feet
Why people…… Buy They buy because they know they will receive something that will last longer through those tuff days. They are happy because of the items they have purchased and know they will last.
Loyal customer Wendy Dague Found this person at work This person hard working, out going, loyal, thoughtful of others, country girl, and leader. She has had a pair of boots for 10 years and will not let them go. She says she will not let them go until she falls through her boots.
Stakeholders The customers are the stakeholders Supportive The loyal customers are going to be supportive of something new that they know will last long and feel comfortable on their feet at the end of the day.
Stakeholders Non-Supportive The customers that do not like the Ariat brand will be the non-supportive. They will no want something new and improved to beat the brand they like.
Weakness One of the weaknesses is that Ariat brand is more expensive than most brands. Most customers think that Ariat just makes cowboy boots, they do not, they make Performer (English) and Competitor (Western) They also make clothes for men, women and children
Strengths Ariat has a work category of boots, Cascade Expanded to the Australian, UK and other European markets Formed the Ariat Pro team of Western athletes, these athletes are top athletes of their sports.
Opportunities Ariat goes to rodeos around the world looking for new ideas on their boots and clothing style There are careers for everyone Quincy was found at the Cal Poly San Luis Obispo Rodeo She has her own leather and rubber soled boots
Threats Ariat is not found in too many small stores they have to be in chain stores More expensive than other brands English performing boots are hard to find Soles of the boots ware down easily
Why Re-Brand I want to re-brand Ariat because they have more than just boots, they have clothes, purses, belts, and accessories. Ariat does not have commercials on tv They are more than just boots I want customers to know Ariat for their proceeds to the equestrian community, because they do not just make boots they are proud sponsor and supporter of many different organizations, individual athletes and events throughout the equestrian community.