Eighty-four-year-old Gert Boyle is “one tough mother.” Not only is she the chairperson of the board for Columbia Sportswear, but she is also its spokeswoman. Gert assumed control of Columbia Sportswear 35 years ago after her husband Neil passed away. Gert reported for duty a mere four days after Neil’s death to take the reins of the growing company—a company that has flourished under her tough leadership. Founded by Paul and Marie Lamfrom (Gert Boyle’s parents) in 1938, Columbia Sportswear Company is a global leader in the design, sourcing, marketing, and distribution of active outdoor apparel and footwear. The $1.36 billion company employs more than 2,700 people and distributes and sells products in 80 countries to more than 13,000 retailers internationally. As one of the largest outerwear brands in the world and the leading seller of skiwear in the United States, the company has developed an international reputation for quality, performance, functionality, and value.

1. What are the characteristics of Columbia’s target market?
2. What are the major objectives of Columbia Sportswear’s promotion program?
3. What recommendations would you make to strengthen Columbia’s promotional activities?