MGT6890

Topics: Marketing, Manufacturing, Revenue Pages: 3 (923 words) Published: December 3, 2013
Strengths
Largest boardsport brand
Third-party manufacturing
Liquidity, leverage, & profitability
Volcom Inc. (Volcom) started very small, the founder borrowed 5,000 dollars from his father to start the business. They new nothing being expert, their sales went negative to huge positive, because of their spirit and creativity work. The company growth was due to the wide array of products developed and offered. Volcom designs, markets and distributes premium quality young men’s and young women’s clothing, accessories and related products under the Volcom brand name. It also provides a range of sunglasses, goggles, t-shirts, bags, hats, belts and other accessories under Electric brand name. Volcom also designs certain signature product styles, called V.co Operative. The company’s product portfolio also includes t-shirts, fleece, bottoms, tops, jackets, board shorts, denim, outerwear, sandals, girls swimwear and a complete collection of kids clothing for young boys aging four to seven years. It also carries out the production and sale of music and films. The company started from a small room, than expanded across the United Stated and over seas. It markets its products in the US, Europe, Canada, Latin America, Asia Pacific and Puerto Rico through its in-house sales personnel, independent sales representatives and distributors. It is headquartered at California, the US. Volcom was the first major apparel company founded on the boardsports of skateboarding, surfing, and snowboarding. They take advantage of this differentiated themselves from other market of that time. The company’s headquarters in Orange County was essential to Volcom’s strategy. According to Danny Kwok, Co-President of Quiksilver, “Orange County was to the youth-apparel market what New York was to the fashion world.” During recession in 2008 the company was profiting, “in 2008, consolidated product revenues increased 25.2% to $332.1 million from $265.2 million in 2007. Volcom experienced...
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