Vans Case Study

Conduct

  a

  case

  study,

  employing

  the

  strategy

  followed

  by

  VANS

  in

  its

  strategic

  positioning

 based

 on

 external

 analysis

 and

 adhering

 to

 the

 4

 primordial

 steps:

  • Situation

 analysis

  • Diagnosis

  • Proposed

 actions

  • Conclusion

  Vans

 Case

 Study

  The

 Vans

 Situation

From

 it’s

 beginnings

 in

 1966

 Van’s

 had

 steadily

 built

 a

 name

 for

 itself

 by

 being

 an

 affordable,

 a

 hard

 wearing

 shoe

  that

 engaged

 the

 participants

 of

 Skateboarding

  It

 offered

 its

 customers

 the

 opportunity

 to

 style

 their

 own

 shoes,

 by

 use

 of

 Vans

 having

 their

 own

 factory.

 This

 was

 a

  niche

 that

 Vans

 exploited

 admirably

 as

 larger

 sports

 shoe

 manufacturers

 were

 using

 foreign

 labor,

 such

 as

 China

 to

  manufacture

 their

 items.

 Vans

 sales

 rose

 rapidly,

 but

 just

 as

 they

 appeared

 to

 be

 well

 positioned

 to

 take

 advantage

  of

 its

 high

 reputation

 within

 skateboarding

 the

 market

 began

 to

 stagnate

 and

 decline,

 mostly

 due

 to

 skate-­‐parks

  closing

 due

 to

 the

 rising

 costs

 of

 liability

 insurance.

  It

 was

 due

 to

 Vans

 being

 featured

 in

 the

 film

 “Fast

 Times

 at

 Ridgemont

 High”

 starring

 Sean

 Penn,

 that

 Vans

 gained

  cult

 status.

 Here

 was

 here

 Vans

 problems

 started.

  Vans

 had

 now

 been

 handed

 over...