Date

3-2018

Degree Name

BS in Recreation, Parks, and Tourism Administration

Department

Recreation, Parks, and Tourism Administration Department

Advisor(s)

Kevin Lin

Abstract

In recent years, society has seen a shift in marketing practices from traditional to non-traditional strategies in order to stand out amongst competitors and connect with customers. This is especially true of the outdoor gear industry. With participation in outdoor recreation on the rise, companies in the outdoor gear industry must come up with marketing strategies as active as its consumers. The purpose of this study was to examine the marketing strategy of Patagonia. The research for this study was conducted using a case study matrix, created by the researcher, in order to evaluate Patagonia’s marketing strategy. This study found that Patagonia is effective in its marketing efforts. In order to continue its commitment to the environment and its customers, Patagonia should remain true to its unconventional and sometimes controversial tactics.

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