Vans Study Essay

937 Words Oct 11th, 2010 4 Pages
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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The challenge here is to figure out which projects to focus on, including movies (“we don’t know the first thing about the movie business”), music (“we don’t really know how to make and sell music”), and videogames (“I can’t say for sure how this will play out”). Do you believe the company should be focusing on shoes, or on entertainment, or both? I believe on both. Vans can not live without its culture which history has proved that. At the same time, focus on entertainment can also be a stimulate to new customers. The market is growing, and it's time to expanding with the help of entertainment. Besides that, they also said the choice of entertainment would be carefully selected and develop step by step. That is another way to beat its competitors such as Nike usually spend huge budget on advertising.
6. On the bottom of page 1 of the case, Schoenfeld states, “I’m not running the business to become a $1 billion company.” On the other hand, he does appear to be pursuing an aggressive growth strategy. Do you think Vans should attempt to become a $1 billion brand? Why or why not? (Note that one of Vans’ competitors, Airwalk, attempted to transform itself into a billion-dollar megabrand in the 1990s, but failed miserably after its core customer base perceived it as “selling out,” see case p. 13.) No. Finding a balance

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