Ch. 4 - The Marketing Environment

The brand focuses on people who are active outdoor enthusiasts. Their demographics range from the ages 22-31, which consist mostly travelers and photographers.

Ch. 11 - Developing and Managing Products

The idea arose out of necessity: to create a backpack that swallowed up gear, but sat comfortably on the back. The inventor used his mother’s sewing machine and his father’s tools, and created a backpack. 10 years later, in 1960, Åke founded Fjällräven and launched his first product for sale.

Ch.3 Ethics and Social Responsibility

Fjällräven has a responsibility for, and also an interest in, strengthening development in the countries and communities where they are active in. They are involved in generous initiatives where they support needy children and families in Eastern Europe by supplying them with warm winter clothing.

Ch. 2 - Strategic Planning for Competitive Advantage

-Waterproof, variety of colors and sizes for every need. Water pouch that can carry up to 3lt, lifetime guarantee.
-Fabric gets dirty and you need to change the water pouch often.
-To be the best selling in its field
-The price is high in comparison to products similar to it.

Ch. 1 - Overview of Marketing

Mission Statement: Enable and inspire more people to spend time in nature. We want our products to help you feel secure and at home in the outdoors.

Brief History: The origin of Fjallraven is a basement in Örnsköldsvik, where Åke Nordin created a trekking backpack and was founded in the 1960s.