Vans

In: Business and Management

Submitted By cookmorphosis
Words 3010
Pages 13
Vans: Skating on Air

By Group 14
Joshua Zamora
Abderrahim Zennouhi
Hong Wang

Marketing Management 6208 –Wednesday 8PM
Dr. Dillard and Professor Prince

Introduction
Launched in 1966 by Paul and James Van Doren, Vans was described as an “unconventional business model”. In the beginning, the company did not have a specific segmented target market. Vans just simply sold the shoes to anyone who wanted to buy and made customized shoes based on what the customer ordered. The company thrived off innovation and the original rubber-soled shoe was designed to be “the most durable and affordable casual deck shoe in the market”. During this period, customers had plenty of external fabric and color optionality, to go along with the rubber sole, which was instrumental in helping promote this niche product in the 1960s – thanks to the help of Van Doren’s children who were able to spread the word about the shoes at school. In the 1970s Southern California was said to give birth to skateboarding and ultimately a skateboarding group known as the “Z-Boys”.
Compared to other mainstream sports such as Football or Basketball, Skateboarding was considered to be a disorganized sport during 60s to 70s. In a school environment, skateboarding received little to no recognition compared to mainstream sports. As a result, the mainstream brands were not interested in this niche skateboarding market which, during this time, allowed Vans to become the front runner in this niche market.
Analysis of the Environment
A period known as Topsy-Turvy
In order to understand Van’s competitive advantage during its early days, we have to first look at and understand Van’s business model and supply chain processes during the 60s. A combination of inhouse manufacturing, durable quality, competitive price structures, and a low competitive environment allowed Vans to succeed.…...

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