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Vans, Inc.: A Company Analysis - Essay Example
Author : shadkris
Pages 4 (1004 words)
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…
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. ...