SIERRA DESIGNS - Conclusions

Based on the SWOT analysis here are the key conclusions about the Sierra Designs brand:

• Move from being perceived as a middle of the road brand (SD is neither cutting edge or bottom of the pack)
  
• From the outside looking in, the Sun Capital Ownership does not appear to be a good fit. SD is just 1 in a 100 plus companies where profit is the #1 driver. It gives the perception that SD has lost sight of it's target market.
• Move from just being another "Green" company to a motivator of change; protecting the places where they play and connecting green high performance products with high performance athletes.
• Move from being perceived as the cheap underdog to a technical innovator of the best outdoor products on the market - tents and sleeping bags are getting accolades, but the SD apparel is not all that highly regarded. GORP and Apparel Review