Marketing assignment help on: Consumer and buying behaviour
Introduction
The case study covers the focus on the company that discussed about the footwear and apparel to the stakeholders and sports athletes.
There has been the discussion on the key characteristics of the customers in the year 1960’s and 1970’s. The perception of the public has been also discussed with the discussion of the competitive advantage and the expansion of distribution and it also discussed the question of challenges in driving the next stage of growth.
Discussion
- There were some of the key characteristics of Van’s earliest customers in the year 1960’s and 1970’s such as:-
Customers were recognizing the truth that the shoes are highly durable and affordable in the market place. When comparing the other manufacturers in the same industry, the customers were experiencing great fun and style and also the company was accommodating the customers who do not possess the proper size and perfect shape. It also made the customers prepared for the new and customized ways of purchasing shoes.
The public perception of skateboarding at this time is based on the skateboarding and also it was not so pleasant and surprising as well as it was not so respectable and they were highly skilled and talented with the creation of skateboarding.
Van’s most competitive advantage was that it was durable, affordable, customized as well as popular. It always tries to fulfil the needs of the customer and the abilities of purchasing that had been the most important trend and style of that time in the year 1960’s and 1970’s.
From many years, the company was using its manufacturing with the time of 19 days to complete the manufacturing of finished goods. Vans have its story of connection to the new sports and as the market starts growing, it is now facing high competition on three fronts. (Kelly, 2012)
The company’s competitive position changed over time with respect to certain strategies such as:-
With the influences in terms of sports, there is an increase in the number of competitors and also the small firms associated with manufacturing create declines in the market. The people who use to love the shoes of Vans were disappearing and the time started changing the choices and need of the consumers. When the youth became the adult, the market also started changing. The youth started believing on the other brand known as BMX that created the thrilling experience for the youth. As per the research and important experiences as well as observations, the skateboarding in the year 1980’s had declined due to different accidents. The industry was affected with the turnover and the low skills and ability in the transfer of product mix. There was a big gap in the top rivals in that time therefore the industry also experienced and found that the industry is in the top position. So there has been the high demand of shoes in the market and also there has been the increase in the market share of shoes industry. This maintained the rapid expansion in the market and also it helped to realize the losses in the company. The losses arise because of the fact of high costs of production and also because Vans was stick and stable to its original costs that made the company realize of other losses. There is also an influence of financial crisis and losses that has met with the high point to transfer the industry in another company. This way, the value of the company started diminishing and also the company found new ways of bringing back the industry again. (Oldland, 2012)
- In recent years, Vans has expanded in a number of directions and the company is still looking for the specific position and place in the market when Schoenfeld led to the company.
The company started expanding its network into number of directions and other locations that has been the important association for the company. This also increases the number of sports affiliation and is also known well with the help of promotion that increased the form of concentration of the industry in the field of athletics. This was also important for new opportunities with respect to the involvement of particular youths in different types of sports so as it was important in different trends. Therefore, the cost of promotion also started increasing that created the diversified products within different market place for different nature. The athletics industry is large itself and the industry is required to change its original strategy of performing well in the competition so there was the important need to address the organization in terms of varieties and collections for different categories in the market and for other important specializations. Thus the organization could not achieve the important advantages and benefits so there was also the requirement of cost production minimization and the maintenance of market performance. (Kang, 2012)
The expansion in terms of market distribution deals with the introduction of new product in the market place that helps to reach the important form of destination. The major benefit of the company is associated with the introduction of business in the unsaturated markets whereas on the same hand, there is also the disadvantage known importantly as the increase in the terms of competition that will provide the new and advanced technologies for achieving the high amount of profits and also for achieving the important returns. This way, the promotional mix of the company is really broad and contains the average position of more than 600 athletes for the promotion of products. But according to the author, it was not containing any worth and it was not also very useful. After using numerous endorsers also, the company was not able to justify and judge the importance of expenses that have incurred in the organization and to meet with the supporting of needs also was the major factor that the industry was required to deal with the source of expenses. (Vans.net, 2012)
- According to the author, “the next stage for growth” is known well for focusing the responsibilities in the existing market.
There is an important advantage and benefit for the growth and development of the industry to focus in the existing market. There is a requirement of great advantage to deal with the shoes industry for the people and to find the new and important ways of serving the market place. To manufacture the shoes create the important advantage and benefit for the people and there are many competitors who are known well and are also established well for creating, manufacturing and designing the shoes for people especially for the matter of athletes and sports. This way the industry started the mass advertisement of shoes with respect to the important option of advertising and other specialty. The quote known as “hitting two birds in one stone” is not suggested because of high level of competition and also because of full concentration of establishing the customer relations properly and successfully. This way, it discussed the mentioned requirement through the above details. (Businessdaily.com, 2012)
Conclusion
The mentioned paragraphs provided the detailed description about the case study as mentioned and are known importantly as Vans – Skating on air. This paper covered the important study of the same where Vans were dealing with the important promotion of full length movie, developers of video games and other sporting events.
It designs its own label and maintains the niche fashion brand in the market. This way, the case discussed about the important characteristics of the earliest customers of Vans in the year 1960’s and 1970’s and also it described the perception of public of skateboarding at that time along with the discussion of the competitive advantage of Vans.
The paper also mentioned about the number of expansion and in the number of ways as per the author’s understanding and research.
At the end, it also prescribed the important question associated with the “next stage of growth” which has been important for sports, athletes and competition.
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