"Micro-environment analysis evaluates the elements of the micro-environment. They are made up of all the actors and elements of the immediate environment of an organization, and they directly affect how the company is run" - (Team & Slatinac, 2007)
The micro-environment of Ariat is that they include competitors, customers, suppliers, and the public into their company. These factors affect the performance of Ariat in several ways and understanding them is important when they are running the company day to day to be able to operate the company.
Public
Ariat relies a lot on the public image and the target audience in the Equine industry. Ariat needs a good image and good relationships with their customers so that they can have a positive effect on the company and the customers. If Ariat was to sell boots which are poor quality for example, they would get negative reviews online which would put other potential customers off the product and then would struggle to get people to trust them. Ariat sponsors famous athletes in which they compete, or they are on TV or a social media influencer to get the brand out there to the targeted equestrians and their products. When a company has positive role models this would increase the chance of the public seeing the products and increase the sales and demand. They also ship worldwide which would increase the demand as anybody can access the clothing or supplies.
Marketing Intermediaries
Ariat doesn’t have a specific shop for their company they mainly sell online, or they sell through other retail stores which are Robinsons, Ride-away, Mole Country Stores, Derby House. They also are at pop up stands when there is a big event, and they go there throughout the year to promote the company and increase the sales.
Company
Ariat was founded in 1993 in Union City California by Beth Cross and Pam Parker. Originally it was founded in the USA, Ariat now sells and stocks worldwide as it is now known as the best equestrian clothing brand. Ariat often set up stand at big events such as Badminton and Burghley horse trials. Ariat sponsors riders such as Mary and Emily King which are top eventers in the Equine industry.
Suppliers
The majority of Ariat’s products are produced in China and some of their products are also produced in Vietnam. Most of their products are sold online through their website and some of their stock is sold through other retail stores.