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  • 1. Ariat
    By: Amelia Nickelson
  • 2. 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
  • 3. Why people……
    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.
  • 4. 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.
  • 5. Stakeholders
    The customers are the stakeholders
    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.
  • 6. Stakeholders
    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.
  • 7. 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
  • 8. 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.
  • 9. 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
  • 10. 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
  • 11. 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.