https://www.youtube.com/watch?v=0JXJvKz8vfg 

Rossignol – Established 1907

Strength:

The brand recognition that Rossignol has obtained from being in the industry for over 100 years is easily its most significant strength. It is an organization that is recognized worldwide, which makes it very easy for consumers to choose: they know exactly what they’re buying. Combined with superior brand recognition, high quality products like wooden core skis create a point of position.

Weakness:

Due to such strong roots in the history of skiing and snowboarding, Rossignol has been branded as a traditional company with traditional values that don’t appear to be keeping up with the modern market.

Opportunity:

This company has the opportunity to diversify its product line, which will make its products accommodating to a greater range of people. Unlike other alpine-sport companies, Rossignol does not have a diverse selection of twin tip skis and freestyle snowboards, which is associated with the future of these sports.

Threat:

As skiing and snowboarding continues to become more popular, so has the market for producing such goods. Due to such a traditional stereotype, Rossignol is threatened by emerging alpine-sport companies that are seen as new and modern.

Analysis:

In order for Rossignol to address this threat, it needs to establish itself as a contemporary and ever-changing company with traditional roots, but not necessarily traditional values. By establishing a new frame of reference in consumer’s minds, this organization will target all skiers and snowboarders, offering new and innovative products with quality that consumers can trust. By adapting to a new audience to target, Rossignol proves itself as a true competitor in the ever-changing market of alpine sports.