Swot Analysis

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[pic] Icelantic is a new and up and coming force in the world of ski manufacturing. Since the company began in 2005, it has made tremendous strides in an industry that is “dominated by five major companies that own about eighty percent of the market”. (Denver Business Journal, 2010 p.1) Strengths: American consumers today are concerned with everything from the economy to jobs to where they are spending their money and I think Icelantic has provided loyal spenders an opportunity to invest in their country by providing a product that is manufactured in the United States. Consumers want to feel a sense of pride when making purchases and as mentioned by Pete Wagoner, “customers have begun to search for something made closer to home” (Denver Business Journal, 2010 p.2). Icelantic has the ability to stand by the quality of its boards because not only do they use only top-of-the-line materials, they have partnered up with Never Summer Industries, a known industry leader in the manufacturing of snowboards, to produce their skis. The Icelantic website states that “Never Summer Industries has been perfecting sandwich construction for over 15 years and are known throughout the industry for their bombproof durability” (Handmade in CO, n.d.). The quality of skis that are produced has allowed Icelantic the opportunity to stand by their product in the form of a two year warranty. Icelantic also has the advantage over the large ski manufacturers because of its unique label of being a “ski boutique” company. This relates to the company being able to provide individualized, customized and personalized products. When Icelantic founder Ben Anderson was interviewed by the Denver Post Journal, he stated, “creating personal bonds is a big reason that boutique ski companies are on the rise in Colorado and nationwide.” (Sealover, 2010 A3). This leads straight into the next

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