Analysis of the famous case study – ‘Vans

This paper answers the following questions on the case study –
1. What were some of the key characteristics of vans’ earliest customers on the 1960s & 1970s. What was the public perception of skateboarding at this time. What was its value proposition to its customers.
2. How has the company’s competitive position changes overtime. How has the company’s value proposition changed.
3. In recent years, Vans has expanded in a number of directions. The company has -(a) increased the number of sports it is affiliated with; (b) diversified its product portfolio; (c) expanded its distribution and (d) broadened its promotional mix. Analyze each of this decisions interms of their impact on Vans’ customer base, its brand image and the overall alternative sports category.
4. The biggest question facing Schoenfled now is “how to drive the next stage of growth”. The first question is to focus on the shoe category. The challenge here is to fix the Womens’ collection and decide what to do with the Outdoor collection. The second option is to focus on growing within the “entertainment” category despite the fact that the company admits it has little experience in this area. The challenge here is to figure out which project to focus on including movies, music and videogames. Do you believe the company should be focussing on shoes, entertainment or both?

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Analysis of the famous case study – ‘Vans – Skating on Air’