Strategic Marketing

Assignment task: Hunters Boots case study.

An article that appeared in the June edition of the Financial Times (Financial Times,2023), stating that "Hunters boots' new owner was looking to take the upmarket wellington brand global as it seeks to capitalise on a new love affair with Britain across the US and Asia.

Nick Woodhouse, president of authentic brands, said the quintessentially British bootmaker had not had its story told by its previous owners..." This statement was made "...after Hunters collapse into administration...with insolvency practitioners blaming COVID-19, reduced demand and supply chain problems".

Woodhouse went on to say that "It's amazing to think this is a brand that a king will wear and the person who mucks out the kings' stables will also wear" "there is room for a terrific sportswear, accessories, bags, Luggage collection with the name Hunter." Woodhouse goes on to say that the new owners "... would not repeat the mistakes of the previous owners, which included overly focussing on the luxury sector and neglecting practical buyers."

Your task is to prepare a situation analysis for Hunters Boots in the United Kingdom in response to the above scenario

Learning outcome 1: Understand how to analyse an organisation's current and future internal and external environments.

Learning outcome 2: Identify and analyse relevant information to recommend and inform strategic marketing decision making.

You are expected to take responsibility for maintaining and managing confidentiality issues in your work. You should maintain and respect confidentiality in relation to the protection of personal, technical and/or commercial information of a sensitive nature in your assessed work, whatever the format.