Vans Study Essay

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Vans Assignment Answers
Candice (Shuang) Zhang
Oct. 10th

1. What were some of the key characteristics of Vans’ earliest customers in the 1960s and 1970s? What was the public perception of skateboarding during this er In 1960s, Vans Doren set out to make the most durable and affordable casual deck shoe in the market. Unlike other shoes manufactures, Vans sold its sneaker directly to customers out of its own retail store in Anaheim, California. Customers could enjoy customized Vans. But the industry insiders derided the unconventional business model which actually fulfilled customers' needs. By the end of 1960s, the canvas had developed a small but loyal following among the Southern California surf set. In 19670s, Vans became
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Vans also use product mix, channel mix, promotion mix to fulfill customers' needs. A serial of activities not only gains public support but also economic benefits.
4. 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 these decisions in terms of their impact on Vans’ customer base, its brand image, and the overall alternative sports category. (a) increased the number of sports it is affiliated with; would help not only to build brand credibility, but also build a bridge to new customer markets. (b) diversified its product portfolio; extend target customers and meet the variable needs of customers. (c) expanded its distribution; increase Vans overall penetration, both at the core shops and in the second & third- tier outlets. (d) broadened its promotional mix: through triple crown series, vans warped tour, vans skatepark, and endorsements of athletes, Vans enhanced its brand image by really caring about athletes, core sports and entertainment.
5. The biggest question facing Schoenfeld now is “how to drive that next stage of growth” (case p. 2). The first option is to focus on the shoe category. The
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