Cape Union Mart - Outdoor clothing and equipment shop in South Africa

ABOUT US

Setting you up for an adventure

Cape Union Mart International (Pty) Ltd is a trusted one-stop destination for outdoor enthusiasts, travellers and explorers. Our mission is to make sure that you, your family and friends are kitted out to get the most out of your adventure, whatever it may be.

We want to offer you the very best

We stock a wide range of quality gear and apparel for hiking, camping, trail running, mountain biking, snow sports, traveling, safaris, fitness, and more. Our K-Way factory employs more than two-hundred skilled employees who produce a range of award-winning outdoor clothing, footwear and equipment, and we manufacture and stock other top brands that have been vetted and tested by our team of outdoor experts.

A passion for adventure and expert advice

Our team is just as passionate about making the most of time spent outside as you are. Several staff members have climbed Everest, summited Kilimanjaro and camped in the Cederberg. When it comes to outdoor pursuits and exploring South Africa and beyond, we want to make sure you're armed with the best advice and the tools for the job. Our highly skilled staff are there to answer your questions and ensure you have the right gear for any adventure.

A fourth-generation family business

In 1933, the late Philip Krawitz opened a store on the corner of Corporation and Mostert streets in Cape Town. It catered primarily for army troops, the navy and passing fishermen. However, Philip soon realised that he had to offer his clientele something special. He focused on building unique relationships with his customers to identify their needs, and Cape Union Mart became affectionately known as "the friendly store". Arthur J. Krawitz succeeded his father in the post-war years and the store prospered by selling summer clothing to South

Africans travelling overseas in winter, and vice versa. In 1970, Philip J. Krawitz - Current

Executive Chairman of the Board - followed in the footsteps of his father and grandfather.

Under his leadership, the Cape Union Mart Group today is the custodian of multiple brands and chains, with more than three-hundred stores across South Africa, Namibia and Botswana. His daughters, Martine and Amanda, work for the company and continue to build on our vision: To be a world-class retailer trusted for its family values and passion to improve lives.

We care about the future

As a partner in the outdoor community, we are committed to doing our part to ensure the welfare of the natural environment for current and future generations. We consistently adopt innovative business practices and have created an exclusive Sustainability Range of men's and women's outdoor apparel and footwear.

Question:

Research provides information to makes strategic and tactical decisions.

Discuss the strategic and tactical decisions that Cape Union Mart need to make before entering the country of your choice (USA)

ps: In terms of answering, each of the following aspects in (strategic and tactical) need to be linked to Cape Union Mart

Research to support strategic decisions may include the

following:

• Entry decisions
• Modes of entry
• Opportunities
• Product market

Research to support tactical decision-making includes

the following:

• Product research
• Promotional research
• Distribution research
• Pricing research.