Patagonia produces high quality environmentally friendly garments
Patagonia produces high quality environmentally friendly garments that command very high price premiums. Its strong environmental mission motivates the company to donate to and support environmental causes and just as importantly, to make remarkable efforts to reduce its own negative impact on the environment and share its practices with other companies to do the same. Despite their environmental stance, they are now targeting a 10% annual growth rate in sales.
This is one of my favorite cases and I hope you like it too! Once again, I wanted to offer some comments on preparing your case study analysis. Try to become acquainted with the company in such a way that you can understand all the unique ways in which they operate. Please do not include excessive detail in your analysis but highlight those several aspects of the organization that enable them to be successful. (Think of all the chapters that we have been studying this last half of the semester.)
This case also presents a clear conflict of goals, which show the problems of having an environmental sustainability mission at the same time they are pursuing ambitious plans to grow and expand. Use your judgment in assessing which goal they believe is more important.
Finally, please remember that you need to apply a minimum of ten concepts that you have studied throughout the semester that supports your analysis, giving evidence that you are able to apply these ideas to support your thinking.
THE PATAGONIA CASE STUDY QUESTIONS:
1. Describe the three key elements in Patagonia’s mission. Explain the importance of CEO Casey Sheahan’s assertion that “the most important part of the mission statement was to provide and implement solutions to the environmental crisis.” (Patagonia, 7)
2. Very briefly explain how: a.) product lines and product development; b.) production and logistics; c.) sales and marketing; and d.) human resources all support Patagonia’s unique approach to business? Give just a couple specific examples.
3. Evaluate Patagonia’s success in achieving its multiple goals of being profitable and achieving growth as well as “doing things right.” (Patagonia, 1) (Are these realistic goals? Why or why not?)
4. What is your assessment of the Product Lifecycle Initiative (PLI) to Reduce, Repair, Reuse and Recycle? Is it consistent with the company’s growth and profit objectives? Why or why not?
5. Are Chouinard’s ideas applicable more generally? How would Patagonia’s strategy differ if the company were publicly held?
6. Is Patagonia’s overall strategy sustainable? Defend your answer. What threats does the firm face? What should Chouinard do? (This is a crucial analysis question and please be creative in your thinking here. For example, one student wrote that if Chouinard were really serious about the environment, he would sell his company and donate the money to an environmental non-profit.)
In preparing your Case Analysis, apply a minimum of TEN relevant course concepts to integrate throughout your paper.
Listed below are links to four short video clips that describe the company, the founder, the conflicts of Sustainability, and the personal value of worn clothing. (Please know that you will not be able to answer the case questions simply by watching these videos.)
Worn wear Stories
The Patagonia Story; Bringing Trends to Life
The Paradox of an Eco-Conscious Company
Yvon Chouinard, Founder of Patagonia
MATERIAL:
– CHAPTER 13
https://drive.google.com/
– CHAPTER 15
https://drive.google.com/
– PATAGONIA CASE STUDY
(attached file below)
– GUIDELINES
(attached file below)
– COURSE CONCEPTS
Answer preview Patagonia produces high quality environmentally friendly garments
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