Vans Study

Topics: Warped Tour, Vans, Marketing Pages: 3 (945 words) Published: October 19, 2010
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 the choice of "Z-boys" which perfectly matched limiting conventional skateboarding. Sneakers were crazy about Vans. A famous slogan by a Zephry member "we were a step above" were widely spread and caused popularity of Vans. In addition, the price was just right, seven bulks was affordable. Vans sales had raised rapidly, but just as quickly, the market declined due to the over cost of liability insurance. What was Vans’ competitive advantage during its early days (in the 1960s and 70s)? What was its value proposition to customers? In the 60s and 70s, Vans' competitive advantage were durable, affordable, customized and popular. Vans fulfilled customers' needs and consuming ability, it also became a trend of that time. How has the company’s competitive position changed over time? How has the company’s value proposition changed over time? For more than 25 years, Vans was its U.S. Manufacturing with a cycle time of 19 days from receipt of order to completion of finished goods. Yet by the mid-90s, people could go to Asia for cheaper manufacturing. But Vans stills has its heritage which is the connection to the new generation sports. Nowadays, as the market is growing, Vans now faced increased competition on three fronts: large...
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