Preview

Pca - Vans

Powerful Essays
Open Document
Open Document
1633 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Pca - Vans
Case Study – VANS – Skating on Air
1a) What were some of the key characteristics of Van’s earliest customers in the 1960’s and 1970’s?
Some of the key characteristics of Van’s customers are teenagers who needed strong and durable footwear for their rough sports like skateboarding, people who needed customized shoes sizes due to various width and lengths of their feet, people who just simply want a shoe customized to their style and liking, and schools that needed shoes that could match the school colours. For the people, it simply meant young, fun, Southern California, beaches, skateboarding and surfing.
1b) What was the public perception of skateboarding at this time?
Skateboarding caught on as a trend due to Z-boy skating techniques and was on the verge of becoming a million dollar business but due to change in trends and other fascination with other extreme sports, as well as skyrocketing cost of liability insurance due to injury from this extreme sport. It was basically seen as pushing the limits of conventional skateboarding with complex surfing moves.
1c) What was Vans’ competitive advantage at this time?
Its competitive edge was the suitability of its shoes for the skaters due its perfect durability to handle heavy wear and tear. Pricing of its shoes were also right, making it affordable for most people and it could also customize matching shoes and t-shirts for the skaters.
1d) What was its value proposition to customers?
Its value proposition to customers was to make the most durable and affordable casual deck shoe in the market and the result was a rubber-soled shoe that was reinforced with clay, and the upper canvas was double-stitched and the entire shoe was washable. It was in a way “built like a battleship”.
2) How has the company’s competitive position changed over time? How has the company’s value proposition changed?
The company’s main competitive advantage was its U.S. manufacturing with a cycle time of 19 days from receipt of order to

You May Also Find These Documents Helpful

  • Good Essays

    Holey Soles Case Study

    • 1547 Words
    • 7 Pages

    Growing fashion consciousness- Customers look for shoes that are light, comfortable, warm, durable and that look cute which varies from the traditional customer preference of cost effective and durable.…

    • 1547 Words
    • 7 Pages
    Good Essays
  • Powerful Essays

    JHT2 Task 1

    • 1464 Words
    • 5 Pages

    Daily Durable Shoes uses a broad differentiation strategy. This particular strategy is concentrated on a more broad section of the complete market. Daily Durable serves a market that is defined by upscale people who enjoy fancy but durable shoes. Daily durable has made the company known for training efforts and meeting customer’s needs with free shipping to anywhere in 1 week or less. Daily Durable shoes is also known for the quality of their shoes using green materials and recycled boxes. By allowing free shipping with a one week delivery time, made competing for delivery and shipping difficult. Daily durable shoes holds a competitive advantage and financial success by offering free shipping in 1 week with competitive market prices. Customers also buy more from Daily Durable because we use recycled and green products to keep from harming the environment with pollution and wastes. Daily Durable focused on corporate social responsibility with ethics training for all employees, energy efficient initiatives, workforce diversity programs, as well as donated 10% of their profits to charity. When customers see the organization cares about their employees as well as the community, the company is rewarded with more customers purchasing shoes. Broad differentiation was used so that Daily Durable could focus on social responsibility while having a higher price for better quality shoes. Daily durable market is large enough to offer many different styles of shoes and expand upon growth in the future.…

    • 1464 Words
    • 5 Pages
    Powerful Essays
  • Satisfactory Essays

    3. Has the company’s financial condition strengthened or weakened since 1993? Why or why not?…

    • 398 Words
    • 2 Pages
    Satisfactory Essays
  • Good Essays

    New Balance Case Study

    • 518 Words
    • 3 Pages

    When the company first emerged, they weren’t the major footwear retailer that we adore today. In fact, they only sold their arch supports, created with their unique technology. After this brought the company wild success, they figured they could make even more money by implementing these arches into their own line of shoes.…

    • 518 Words
    • 3 Pages
    Good Essays
  • Satisfactory Essays

    3. What is the competitive advantage? State and explain what makes the company unique or better than the competition?…

    • 3274 Words
    • 11 Pages
    Satisfactory Essays
  • Satisfactory Essays

    Based on the details available to you in the strategic plan, marketing overview, market surveys, and other material, how does the organization compete in the marketplace? What are the strengths and weaknesses of the firm as indicated by the marketing surveys completed by their customers?…

    • 508 Words
    • 3 Pages
    Satisfactory Essays
  • Good Essays

    Five Guys Burgers

    • 1055 Words
    • 5 Pages

    2. Analyze the original values for the startup company and how it remained strong today.…

    • 1055 Words
    • 5 Pages
    Good Essays
  • Powerful Essays

    As the hockey skate market matures and becomes more concentrated with a few large competitors (Exhibit 6), the competition to provide high-quality top-notch products increases. With the hopes of satisfying the most critical target segment of consumers aged from 12-18, who are known as “the Boss”, CCM launched its new line of skate known as U+ Pro that incorporated the U-Foam technology which had the ability to take unique shape of each individual foot. The production and launch of the U+ Pro skate was rushed as CCM took aggressive marketing actions to push its product through to its retailers and finally to reach the end users. As a result, the new line of skates started experiencing quality issues soon after, mainly in its durability, and CCM has since attempted to fix this problem through re-launch of its new and improved line of skates known as U+ Pro Reloaded. CCM has decided to change its traditional launch strategy of releasing its products in March/April, and instead decided to release during the fall hoping that consumers, having acquired these skates in the fall, would use them in the coming summer (Refer to Appendix (A) for detailed timeline of events leading up to the decision). CCM now faces a major decision in deciding the marketing and positioning strategy for their new line of U+ Pro Reloaded skates, which has been…

    • 2623 Words
    • 11 Pages
    Powerful Essays
  • Better Essays

    Strong brand recognition and loyalty has made the company a global household name in footwear.…

    • 1066 Words
    • 4 Pages
    Better Essays
  • Good Essays

    Everything now a day seems to be about repeat and consistent sells. Being able to Find the new trend and taking advantage of it. The shoe industry is no different. New styles, prices, and endorsers are always used to attract customers. With new releases being sold out within days, the Jordan brand Is a perfect example. The Jordan brand has been able to sell for over 20 years now while always making good profit.…

    • 1037 Words
    • 5 Pages
    Good Essays
  • Good Essays

    Vans Paper

    • 897 Words
    • 4 Pages

    Vans targets mainly males, but lately females are making a greater appearance. Originally, they focused on the west coast but they quickly expanded eastward. They target younger kids with interests that include: action sports, music, art, and street fashion.…

    • 897 Words
    • 4 Pages
    Good Essays
  • Good Essays

    Steve Vans Research Paper

    • 434 Words
    • 2 Pages

    There are many companies like Vans, such as Quiksilver and Billabong, but lately those two have not been as popular. But just a while ago, Vans released their 50th year collection which includes a black and red crossbones set, instead the crossbones its candy canes on the shirt and shoes. And on the shoes it has the words “HO HO HO 50.” The 50 representing 50 years of the business being open. Steve Van Doren, now 60, the son of company, has been doing for the…

    • 434 Words
    • 2 Pages
    Good Essays
  • Powerful Essays

    From these drastic actions, the skateboarding community proved that the lifestyle of skateboarding wasn’t just a temporary fad. It was here to stay. Skateboarding was now a way of life for many people. It was a way to escape the norm and become more individual.…

    • 1097 Words
    • 5 Pages
    Powerful Essays
  • Good Essays

    History of Vans Shoes

    • 928 Words
    • 4 Pages

    Vans, Inc. is a premier manufacturer of shoes and apparel for a target group of young and active consumers. Vans snowboarding boots and skateboarding sneakers are specifically designed for today's extreme sports culture, and are the footwear of choice among elite athletes worldwide. Through event sponsorships and a chain of skateboarding parks, Vans has made a unique booming in the youth sportswear market. The company's unflagging commitment to tracking the latest trends has put it in an excellent position to grab an even larger market share as it heads into the 21st century.…

    • 928 Words
    • 4 Pages
    Good Essays
  • Satisfactory Essays

    Run Scotty Case Study

    • 368 Words
    • 2 Pages

    | -lightweight shoes to prevent foot fatigue-extra shock absorption-double-lasted combination of leather and mesh(support & ventilation)-solid rubber with micro-grip for traction on smooth surface-mid-sole sidewall stitching, high airbag -elegant with futurist design (Puma)…

    • 368 Words
    • 2 Pages
    Satisfactory Essays