Leatherman Tool Group Case Study

Brand Analysis: Leatherman Tools

Leatherman Tool Group, Inc. is a company that specializes in manufacturing multi-tools and knives. It was co-founded by Steve Berliner and Tim Leatherman in 1983 with an aim of producing pocket survival tools (Hoovers). Today, Hoovers reports that most of the tools produced by Leatherman can squeeze or put a squeeze on a host of items in a little over than ten disparate ways. The pocket tools produced by the company have a dozen ways in which to fold while boasting a rich number of products in the market, averaging to thirty products. A majority of the stainless-steel tools produced by Leatherman are a combination of blades, pliers, files, pruners, screwdrivers with some sets having cork screws. One of the major advantages of Leatherman's products is the 25-year guarantee (Hoovers). The Argentum, a tool designed by an Argentine silversmith called Adrian Pallarols is manufactured by the company specifically to attract the luxurious community while the younger generation is targeted via the manufacturing of the compact Juice tool.

The Company has its major strength in the duration of the guarantee offered for its products (25 years). Not many organizations offer such a warranty thus making its products the best. The organization provides its customers with sufficient support or back up and awareness of the products they sale hence keeping the customers coming back for more products. The organization has a dedicated staff that adds up to its minimized price offers for their products. In addition, all parts of the tools made by the company are replaceable (SHOT).

The Company manufactures customized tools (SHOT). These tools demand increased payment as compared to normal products hence their low production due to inability to stabilize/moderate the prices of the same. The large range of tools produced by the company accompanied by a list of styles in which to fold pocket tools and the long warranty offered by the company provides the organization with a huge opportunity of capturing or reaching a larger market (Davis). Furthermore, Davis believes that the use of websites for presentation of company products presents an opportunity to expand their market share due to the augmenting use of the internet. Manufacturing of the compact Juice tool for the younger generation as well as the Argentum for the rich/luxury creates room for increased sales thus more profit. Leatherman Tool Group, Inc. is not the only company in the industry. Stiff competition from companies like Victorinox Swiss Army, Inc, Wenger North America (Wenger N.A.) and Buck Knives Inc pose a huge threat to the Leatherman. Another threat is infringement especially incases of retaliatory damages involving the use of these products (Davis).

Leatherman, as earlier noted is not the only company in the industry. Other companies such as Victorinox Swiss Army, Inc, Victorinox Swiss Army, Inc, Wenger