Gore Leads the Textile Manufacturing Industry

Gore Leads the Textile Manufacturing Industry
Introduction
WL Gore & Associates (Gore) is a reputed American organization that manufactures fluoropolymers. The company gained different recognitions based on its performance and excellence in the global textile industry. Gore has been awarded the "Best Place to Work for Millennials,” "Best Workplace for Diversity," and the "Prince Phillip Award for Polymers in the Service of Mankind" (Gore, 2022). Gore has a unique product portfolio, marketing strategy, and organizational style that has sustained industrial performance for decades. Gore leads the textile manufacturing industry through its unique business practices.
Successful organizations require alignment in the product portfolio and marketing strategies to attract customers. Organizations use a marketing mix to manage product portfolios against price, promotional strategies, and distribution networks while creating strategic relevance (Catana & Toma, 2021). Simultaneously, organizations deploy relevant motivational strategies to keep employees intact with the strategic decisions and mitigate talent attrition in the long run (Soliman & Altabtai, 2021). The objective of this paper is to investigate the marketing mix and motivational practices used by Gore to become successful. Subsequently, the paper will make strategic recommendations to overcome performance gaps.
Marketing Strategy
Price
Gore charges a premium pricing strategy to its customers. Gore provides specialized materials to its customers, distinguishing its product portfolio from the competitors. As a result, the company charges higher prices due to the limited availability of substitutes in fluoropolymers. Gore provides materials to different textile manufacturing brands, such as Nike, Under Armor (UA), K-Way Le, and the North Face. Jackets, shoes, and apparel are promoted separately by the specified brands with Gore-Tex technology. Brands using Gore-Tex technology charge premium prices from the customers based on fabric lasting and quality (Ismael, 2019).
Premium pricing refers to the price charged above the market brackets. Companies using price premiums are more likely to set new benchmarks by charging above the competition based on product specialization, uniqueness, and competitiveness. Customers would be willing to pay a premium price against the trust and specialty of the products offered by the companies (Santos & Schlesinger, 2021). Ahmad and Oriani (2022) state that companies charging premium pricing promote value-based products. Value is created based on unique features and complexity in replication. Companies with a distinct technology or feature would convince customers to pay higher prices due to the minimal probability of brand switch. Gore charges premium prices to its customers. Brands like Nike and UA would charge USD500 to USD750 for jackets, shoes, and related apparel due to the integration of Gore-Tex in the product (Ismael, 2019).
Promotion
Gore follows a joint promotional strategy to promote its products and services to different textile brands worldwide. According to Rosario and Raimundo (2021), a joint promotional strategy allows brands to collaborate and perform co-marketing to reach relevant target audien...