Sport

Price
Fair and honest, not just the lowest price
The company is fair with the price that they give. They are actually one of the most expensive but given the reputation for their products quality, it is accepted that the price equates the quality they provide. They have reached level 2. They can be beaten by other businesses that target price conscious costumers. They reign supreme on customer segments that can afford to pay premium as long as the quality does not suffer. They cant however possible compete with price alone as there are several Asian outdoor gear businesses that are very price competitive.

Service
Customized to individual needs, real value-added
The service from the sales staff is outstanding. They understand exactly the needs of the one who is looking for a backpack. The different needs and features are especially explained whenever you want to ask them. Aside from being friendly, the sales staffs are hikers themselves who understand exactly what the needs and comforts sought after by people like themselves. They have reached level 2 in this category. They are mostly superb in customer service but differ in the quality of staffs across the region.

Access
Not just location, but physical and psychological navigation. Ease of finding and purchasing the right product.
They are not exactly easy to find since their products are catering to a niche market. Although they can only be found in the center of a major establishment in a major city, they are nevertheless targeting those spots with the most probability of buyers for their products. The only problem with them is when you are located in a smaller city or town since they do not have enough reason to establish an outlet there. They can only be found in very major cities. A customer has to seek them out in order to avail of their products.
The best solution they could come up with to answer the small number of physical outlets is in the internet. They have a very good and easy to navigate online shopping website.
They have reached level 3 in this already. It does not matter where a loyal customer is now since they are online already. They have simply created a worldwide ordering system in order to eliminate the problems associated with distributing such a specialized product.

Experience
Respect from company. Feeling that company cares about the customer as individual
The company gives out a very positive vibes in terms of caring about the customer needs since they are actually actively researching the best way of creating their products with the use of inputs from people who are in the field already. The staffs from the different stores might behave differently but they are all the same in providing quality gear at reasonable prices even though it is a bit expensive. They have reached level 2 in this category. The management has done all it could to provide superior customer experience. The only difference in customer experience compared to other branches is the local staffs themselves.

Product
Consistently good product more important than the best product.
Their products might not exactly be the best choice for all categories but anyone can be sure that they are already at the top or near the top in their chosen industry. The only difference that might appear in the eyes of the consumer is colors and the fabric, but these are very minimal details already. Only in the casual category do their bags look a bit like other ordinary bags. In the expedition and purely athletic category, there is no question that they dominate the quality aspect. They have reached level 3 already.