Arc’teryx's Marketing Strategies: Inappropriate Positioning of The High-End Outdoor Brand and Imbalance in Its Global Market Strategy

Abstract

As the high-end outdoor sports market grows, building a strong brand and smart marketing have become very essential. This article notices Arc’teryx faced some developing issues, so it focuses on three cases, using the methods of literature investigation and case analysis, to help it do better in marketing. The article shows that marketing activities that deviate from the brand’s spirits will damage brand trust; the improper declaration of high-end position neglects consumers’ perception and causes market dissatisfaction; reliance on the domestic market leads to a global marketing imbalance. Based on these three issues, the conclusion points out that for the brand sustainable development, the company must stay true to its core spirit in all marketing activities. It needs to actively build a good reputation and stronger influence through real quality and customer care. Also, it should find smart local business strategies which suit different markets instead of using the same approach everywhere.