Critical Success Factors

Critical success factors enable companies such as Ariat to prioritise elements of their company in order to pursue maximum success amongst their competitors. This ideology is explained by Jobber; “Knowledge of critical/key success factors is seen a an essential precursor to the development of an effective competitive strategy” (Jobber 2007). as part of our investigation into Ariat’s marketing, we have created four critical success factors which have been founded from our TOWS matrix and listed them in order of importance.

• Sponsorship of grass- root riders
• This may help to develop a cheaper range of rider wear, helping the company to create a general consensus for the average rider  – Ariat is currently one of the most expensive brands on market so it may be advised to work on more economically viable range available to a wider range of consumers, enlarging the companies client base.

• Broaden product range
• Ariat already has a wider range of products compared to most of it’s competitors, having elements in: dressage, show jumping, eventing, western as well as casual wear. However, research into expanding to non- leather riding boots / ethically sourced products may be advised as this would appeal to a vegan/ animal activist client base, were very limited products already exist therefore it is likely to have high customer demand.  

• Physical store
• Ariat setting up their own shop is another suggestion as the company is in high demand due to covering lots of disciplines as well as already having a large number of products meaning the shop can be predicted to be extremely successful. Due to Ariat covering so many spheres it is likely the shop would appeal to a range of customers and therefore the cost of setting up and organising such a place is likely to be covered by profits turned.

• Event Sponsorship
• Ariat could easily Sponsor events globally due to their own international expansion, Ariat products are already sold in 43 countries therefore already have global ties, easing some of the difficulties of sponsoring international events. This would be likely to further sales due to the volume of people who attend such events that would be able to see Ariat as a serious company against its competitors showing their support for the Equestrian sport.

References: Jobber, D. (2007). Principles and practice of marketing. Maidenhead: McGraw-Hill Education.