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Volcom Swot

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Volcom Swot
Liene Vitamante
Fundamentals of Marketing
SWOT and competition analysis
Jul 26 2014

Volcom SWOT Analysis

S
Largest boardsport brand third-party manufacturing liquidity, leverage and profitability authentic design global reputation

W
Market competition
Industry market share
Increase in operating expenses
Interest rate risk
Athlete sponsorships- amount paid is variable and can be higher than expected

O
Domestic- retail and brand acquisition
International- product and distribution
Increasing interest for leisure and outdoor sports
Constant incremental innovation
Increasing interest for environment and natural values

T
Third party reliance- manufacturing, distribution, retailers retailer consolidation decreasing consumer consumption
New aggressive incoming companies on the action sports market
Fierce competition

Competition

Quicksilver, Inc. has developed from a 1970s boardshort company into a multinational apparel and accessory company grounded in the philosophy of youth. Their mission is to become the leading global youth apparel company; to maintain their core focus and roots while bringing their lifestyle message of boardriding, independence, creativity and innovation to this global community.

Profile

Category: Apparel and Accessories
Sector: Lifestyle and Retail
Tagline/ Slogan: Ride the hazardous wave; When the sun runs our i'll use the moon
USP: Complete surf-wear and board-sportswear brand.
Segment: Sporty Men, Women and kids
Target Group: Urban men women and kids from the middle and upper middle class
Positioning: Exclusive sportswear brand.
Competitors: Nike, Adidas, Puma, Reebok

Quiksilver, Inc. designs, develops, markets, and distributes branded apparel, footwear, accessories, and related products primarily for men, women, and children. The company provides its products for various activities, including casual and outdoor lifestyle associated with surfing, skateboarding, snowboarding,
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