The case solution gives a brief examination of the Vans, a U.S. based producer of games shoes and clothes. This report essentially clarifies how the Vans has developed from a residential area based organization to a medium level national endeavor by demonstrating the distinction in upper hand and strategic offers that the organization has held throughout the years, since its initiation, in 1966. It additionally gives a knowledge into key qualities and changing inclinations of Vans' clients. Notwithstanding this, it will quickly layout the impacts of broadening and growing its item portfolio and circulation channel on the brand picture, the client base, and general games category. Moreover, this report not just reveals insight into the conceivable methodology that Vans ought to receive for accomplishing the desired development, additionally gives a thought of how far the organization ought to go in turning into a mega brand.
1. What were some of the key characteristics of Van’s earliest customers in the 1960s and 1970s? What was the public perception of skateboarding in this era?
2. What was Van’s competitive advantage during its early days (in the 1960s and 70s)? What was its value proposition to customers?
3. How has the company’s competitive position and value proposition changed over time?
4. In recent years Van’s has expanded in 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 Van’s customer base, its brand image and overall sports category.
5. The biggest question Schoenfeld facing now is how to drive the next stage of growth. The first option is to focus on the shoe category. The challenge here is to fix the women’s collection, and decide what to do about the outdoor collection. The second option is to focus on growing with in the entertainment category; despite the fact that company admits it has little expertise in it. The challenge here is to figure out which projects to focus on, including movies, music and videogames. Do you believe the company should be focusing on shoes, or on entertainment, or both?
6. Do you think Van should attempt to transform itself into billion dollar megabrand? Why or why not? Considering Airwalk failed miserably in this step in 90s.