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Vans, Inc.: A Company Analysis - Essay Example

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This essay presents a Vans, Inc. company analysis on marketing topics, discussing the history of the company and it's well-known brand, the products of the company as well as it's place in the sports market, customers and consumers and diversification into unrelated product areas…
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Vans, Inc.: A Company Analysis
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"Vans, Inc.: A Company Analysis"

Download file to see previous pages However, the leverage did not last long when competitors offering low-priced imitations began to invade the market and compelled Vans to cut prices below manufacturing costs (Encyclopedia, 2002). Vans, Inc. added apparel and accessories to its product lines, yet kept the company perspective of comfort, durability, and style. In 1991, Vans restored the “dress-your-own kicks operation” that enabled customers to design their own shoes, and choose from a heap of fabrics and canvas colors (Crane, 1995, p. 37). “Customers does not want to have shoes that everyone else can buy”, according to Sari Ratsula, vice president of design and product development (as cited from Crane, 1995, p. 37). Vans, Inc. joined forces with Pacific Sunwear in 1997 to dominate the industry of young men’s skateboarding apparel in the United States (, 2002). Meanwhile, a fourth quarter performance report in 2001 showed a 20 percent increase in Vans sales and profits, as a result of product innovation, expanded retail presence, enhanced management and liquidity (Crane, 1995). Question 3 Vans, Inc. has increased the number of sports it is affiliated with. From merely skateboarding, it became closely associated to core sports such as snowboarding, surfing, and wakeboarding. Vans also initiated sponsorship of events and venues such as the VANS Triple Crown Series, VANS Warped Tour, VANS World Amateur Skateboarding Championships, and VANS High Cascade Snowboard Camp located on Mount Hood in northern Oregon” (VANS, 2011). This act of the company is in line with niche marketing, and seeks to appeal to young men of different inclinations. A limited area of concentration—consumers 10 to 24 years old, enabled Vans, Inc. to guarantee salability of new products, heighten impact of...
This essay discusses the analysis of the Vans company, that is associated closely to the sport, customized shoes according to customer preferences and recommendations by professional skateboarders. The company was hailed the “skateboard shoe of choice”, and remained profitable despite the competition and all efforts of the authorities to prohibit the sport. Vans customers were offered flexibility, affordability, and durability, these value propositions also served as the company’s competitive advantage. It added more styles, colors, and designs that satisfied more customers in the year that followed. The slip-on “was introduced in 1979, and it became the rage of southern California". Vans, Inc. added apparel and accessories to its product lines, yet kept the company perspective of comfort, durability, and style. In 1991, Vans restored the “dress-your-own kicks operation” that enabled customers to design their own shoes, and choose from a heap of fabrics and canvas colors. Among the advantages of diversified product line is economies of scope, that was discussed in the essay and is a drop in the production cost as a result of increasing number of different merchandise produced. A trial and error venture can be risky, and Vans, Inc. may not recover if it falls from its present status. However, the researcher states that the company can perform extensive research and development to steer women’s collection into the right track, and back up other product lines with superior promotional strategies. ...Download file to see next pagesRead More
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