Group 6
InnovaLatam
Camper Case Study:
Camper is a Spanish shoe company founded in 1975. The company is known for its unique and
comfortable shoes, which are designed to be functional and stylish. Camper has a strong presence in
Europe and Asia, and it is also growing in popularity in the United States.
1.-What reasons lead the company to internationalize?
Reasons for Internationalization
● To increase market size and sales
● Diversification
● To gain access to new resources and technologies
● To enhance brand awareness and reputation in other countries and contexts
● To achieve higher profitability
● Competitiveness in the long term and not get overpassed by international brands.
● Because of the fast growth that the company had in Spain.
2.-What internationalization strategies and models has Camper followed? Was it the right strategy?
Reason
● Global: Camper's strategy aligns most closely with a Global Strategy. They focus on an unique
value proposition, a wide range of products, and a singular message that communicates a
consistent image and identity worldwide. Its communication is directed towards a mentality and
lifestyle rather than a specific target age or social class.
It has been the right internationalization strategy because among the ways of growing, they never lost its
brand identity, value proposition, mission and values of the company. This strategy not only fosters
customer loyalty but also reinforces its unique position in a global market. The company's commitment
to its value proposition has played a crucial role in establishing a strong and recognizable presence in
more than 80 markets without compromising its fundamental principles.
3.-What activities in Camper's value chain would you highlight?
Activities in Camper's Value Chain
● Operations: Camper does not have its own factories, but it sources from factories in different
countries around the world. This gives the company flexibility and allows it to produce
high-quality shoes at a competitive price.
● Outbound logistics: Camper sells its shoes through a variety of channels, including its own
stores, multi-brand stores, and department stores. This gives the company a wide reach and
allows it to appeal to a variety of customers.
● Marketing & Sales: Camper's marketing strategy is focused on building a strong brand image and
reputation. Enhancing core values, such as lifestyle and cultural connection, contributing to a
more emotional and value-driven appeal.
Secondary activities:
● Technology and development: Camper is known for its unique and comfortable shoes, which are
designed to be functional and stylish.
○ The company's production team was involved in every step of the production process,
from development to the final product, always procuring the design and quality.
4.-What competitive strategy has Camper followed? Justify
1. Cost leadership
2. Differentiation
3. Hybrid
4. Differentiation by niche market
They were reflecting values such as a pioneering spirit, love for the profession, and high-quality products.
This focus on brand identity suggests a desire to stand out from competitors by offering a distinctive
image and set of values.
Because as they said in the case, they were directing their communication campaign towards mentality
and lifestyle, not focusing on a specific product but the customers state of mind, differentiating
themselves from any other shoe company. Also, Camper's design process is inspired by a specific
environment, (The Mallorcan landscape). This cultural inspiration adds a unique and differentiated
element to their products.
5.-What is the value proposition that you can deduct from the communication strategy that Camper
follows? Justify
5. Practical shoes with original design
6. Practicality at a good price
7. Unique and different design
The value proposition does not represent commercial objectives, they focus on brand image and a
product suited for daily lifestyle, they also highlight a set of values such as pioneering spirit, love for the
profession, honesty, austerity, and high quality of its products. This points to a strong focus on values,
design and originality. The company incorporates available technologies to maximize the utility, health
and quality of life of the users. On the other hand, they use as a reference the cultural environment,
which is defined by the history, culture and landscape that surrounds their environment. Colors and
shapes are inspired by the Mallorcan landscape which makes their designs stand out from the rest. In
conclusion, the products are useful for their primary function; they are comfortable, distinguished by
technology and imagination in their Design, but without forgetting tradition.
6. Do you think Camper seeks to be a global brand? Justify
8. Yes
9. No
Camper wants to be a global brand, a global icon based on lifestyle. That is why it does not have a
specific market niche but instead bets on people's emotions. Transmitting his idea of value, which is
freedom, through his designs. They considered that the only way to compete in the long term was to
become an international brand.
7.-What elements of the marketing mix stand out within Camper's strategy?
● Product: Innovation, quality, uniqueness, specialization
● Place: Diversification, applying different distribution channels that allowed them to gain more
market share. Targeted main recognized fashion centers worldwide, Paris, Milan and London.
● Promotion: Communication strategy emphasizes cultural environment, strong values and
collaboration with recognized stylists serves as promotional strategies to enhance the brand's
image, create word of mouth, and position Camper as a trendsetter in the fashion industry.
8-Do you think the change of strategy in product, advertising and retail policy is right? Justify
10. Yes
11. No
The company's ability to maintain a balance between innovation and core values is a point they have to
maintain even though they start reaching new markets, because this is the value proposition that
represents the brand. The strategy is not correct because Camper is a brand with a strong heritage, and
the new strategy does not take into consideration the hallmarks of the firm, they will have designs
carried by anonymous teams and external collaborations that compromises the brand core value.
9.- In the last part of the case they talk about future plans, what do you think?
At the end they are talking about the company's ongoing efforts to adapt to evolving market trends and
consumer preferences. The changes in product strategy and design philosophy suggest a commitment to
staying relevant and competitive in the footwear industry.
It mainly discusses a shift in Camper's product policy, focusing more on fashion shoes. This shift includes
collaborations with famous stylists and the hiring of a global creative director. Additionally, it mentions a
move towards a more minimalist design, which represents a departure from the traditional aesthetic
associated with Camper. They are looking forward to collaborating with famous stylists. We consider
collaborations could help to connect with new audiences, and by expanding the reach of interaction, the
company can ensure that customer segments also grow. However, they have to keep in mind that this
could change the perception of its brand. The company should try with these collaborations, but it
shouldn't set aside its main strategy. They need to control and supervise the design process, since it's
one of its strengths.
10.- Summarizes the Camper case in a strategic plan, and in a schematic way.
