Analysis of Arc’Teryx Marketing Strategy and Suggestions for the Operating Risks

Business School, University of Alberta, Edmonton, Alberta, T6G 2R6, Canada

^* Corresponding author: cq3@ualberta.ca

Abstract

Arc’Teryx is a well-known outdoor gear brand that has gained significant recognition due to the growing trend of outdoor activities. However, with increased brand recognition comes a corresponding increase in operational risks. This article aims to analyze specific operational risk cases and suggest solutions based on these risks to maximize expansion efficiency. Research shows that a significant portion of operational risks for Arc’Teryx stem from cross-border trade and the insensitivity of outdoor goods companies towards other countries’ cultures. To minimize these risks, the brand should consider implementing various marketing strategies. Firstly, improving customer education can ensure that customers are well-informed about the brand’s products and values. Secondly, utilizing influencer marketing can help the brand reach a wider audience and increase brand awareness. Thirdly, Arc’Teryx should establish a sustainable corporate culture to demonstrate its commitment to environmental responsibility and social justice. Finally, effective localization can help the brand enhance its cultural sensitivity and adapt to local customs and values more efficiently. By adopting these strategies, Arc’Teryx can reduce the risks associated with expanding its business and enhance its reputation as a socially responsible brand. Recognizing and accepting cultural differences is the key to achieving maximum marketing results.