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L. L. Bean
Digital Strategy
Christina Stamm
ADV420-702New Media Driver’s License
Background
S.W.O.T.
STRENGTHS• Large company with varied
product base• Multi channel retailing
addresses various customer segments
WEAKNESSES• Excessive dependence on US• Product recalls
OPPORTUNITIES• Strong presence in e-commerce
and innovations in m-commerce will increase revenues as the channels grow
THREATS• High unemployment deteriorates
discretionary spending• Grim outlook of housing market in
the US• Intense competition
Problem?
Target Audience
Key Performance Indicators
Big Idea
Tools & Tactics
Budget
$225,600/year
Summary
