Environmental Analysis and SWOT Analysis section of the Strategic Marketing Plan Template

Allbirds Shoe Company

Yvette Garcia

Prof. Hanchak-Moss

August 7, 2023

Allbirds Shoe Company.

I chose Allbirds, Inc., a New Zealand and American company that sells footwear and apparel. The company is classified as a footwear industry, and it was founded in 2016 by Tim Brown and Joey Zwillinger. Allbirds headquarters is in San Francisco, California, United States. According to Allbird's company website, the company mission is to reverse climate change through better business. On the other hand, the company’s vision statement is to establish a 3-step approach to hold itself accountable, outline priorities to reduce its footprint, and commit to concrete changes by 2025. The company had 58 locations, 1000 employees, $298 million in revenue, and $462 million in total assets by 2022 (Allbirds Financial Reports, 2023).

Allbirds, Inc. products are made from a sustainable perspective since the company's culture and brand is built on sustainable strategies. It has a variety of products, ranging from men's, women's, and kid’s shoes. They include everyday sneakers, active shoes, slip-ons, hiking shoes, sandals, water-repellent shoes, high tops, and sale shoes. These shoes are available in all sizes, considering that the company already knows the taste, preferences, and sizes that are in high demand. They also have extraordinary Men's offers such as Men's Tree Flyer 2, which is naturally black/hazy indigo (swift grey sole). They also have special shoe packages for women, such as women's Tree Pipers, women's Tree Dasher 2, and women's Tree Loungers. The sizes for kid's shoes are very appealing, starting from 5T to 3-Youth.

The company's products are made from specific materials, including wool, tree, sugar, Trino, and TrinoXO. Its operation approach is to hold itself accountable for the impact it makes. The company believes that it's possible to run a carbon-neutral business and advocates other businesses to do the same. Its priorities include reducing carbon emission, which leads to climate change. The company’s current target markets are largely affluent customers. This is a group of people, aged between 30 and 40. These customers are both men and women who participate actively in urban exploration and new lifestyles. The company has also realized that women are potential customers and it's now targeting them in all their locations and providing more footwear and attractive packages.

Allbirds, Inc.'s current marketing tactics include, first, being always unique from other companies selling or producing similar products. Every footwear company is now turning to environmentally friendly sneakers, but Allbirds is unique because it produces wool sneakers. Second, focusing on simplicity and this has allowed the company to gain a competitive advantage. The company turned simple material, which is a byproduct into wool sneaker, and boomed the market. Third, creating a great product. The company's wool sneakers are the most comfortable shoes in the world, attracting many customers globally. Fourth, being innovative. The company did not stop being innovative after producing wool sneakers in 2016. It boomed the market again in 2020 by launching its first running shoe called the Tree Dasher. The company has shown the world lately how innovative it is by developing Mesh Upper sneakers, whereby its upper part is made from eucalyptus wood pulp and its sole from sugarcane.

References

Allbirds Financial Reports. (March 9, 2023). Allbirds Reports Fourth Quarter and Full Year 2022 Financial Results. https://ir.allbirds.com/news-releases/news-release-details/allbirds-reports-fourth-quarter-and-full-year-2022-financial#

Allbirds, Inc. (2023). https://www.allbirds.com/