Analysis of Volcom Inc.
Volcom Inc. SWOT
Volcom was acquired by PPR in May 2011, I did the analysis from the standpoint that Volcom's management still remained independent.
1) Volcom's advertising and promotional strategy consisted of athlete sponsorship, print advertisements, branded events, online marketing, branded retail stores, music, film, and the Featured Artist Series. The company has stayed true to its board sport heritage since day-one recognizing a portion of their customers to be "poseurs" or groups of people who want to fit in with the current fad but have no real connection to what the brand represents. Through their corporate sponsorship of extreme sport athletic events and the development of both a music label & production company, Volcom has found a low-cost grassroots way to market their product line to loyal customers. This doesn't mean that Volcom doesn't value the business of the "poseur" or fad-follower customers, but management has maintained a strategy that will target and maintain their core market without "selling out". Volcom has established itself as a true board sport company, producing products & a marketing strategy in-line with that concept. This strategy runs from the bottom all the way up to top management; when examining the board of directors you find that the majority of professional in key roles have come from a skate, surf, and board background. Who better to design the overall direction for a company looking to stay true to its extreme sport roots than people who have been involved in that very industry their entire lives. Volcom has continue to integrate the mentality of those involved in extreme sports throughout their business strategy; the companies very logo "The Volcom Stone" represents the euphoric state one feels when riding, whether it's on snow, water, or concrete. The very philosophy behind the brand, outlined as “youth against establishment,” demonstrates how management is in touch youth culture and the cultivation
Volcom was acquired by PPR in May 2011, I did the analysis from the standpoint that Volcom's management still remained independent.
1) Volcom's advertising and promotional strategy consisted of athlete sponsorship, print advertisements, branded events, online marketing, branded retail stores, music, film, and the Featured Artist Series. The company has stayed true to its board sport heritage since day-one recognizing a portion of their customers to be "poseurs" or groups of people who want to fit in with the current fad but have no real connection to what the brand represents. Through their corporate sponsorship of extreme sport athletic events and the development of both a music label & production company, Volcom has found a low-cost grassroots way to market their product line to loyal customers. This doesn't mean that Volcom doesn't value the business of the "poseur" or fad-follower customers, but management has maintained a strategy that will target and maintain their core market without "selling out". Volcom has established itself as a true board sport company, producing products & a marketing strategy in-line with that concept. This strategy runs from the bottom all the way up to top management; when examining the board of directors you find that the majority of professional in key roles have come from a skate, surf, and board background. Who better to design the overall direction for a company looking to stay true to its extreme sport roots than people who have been involved in that very industry their entire lives. Volcom has continue to integrate the mentality of those involved in extreme sports throughout their business strategy; the companies very logo "The Volcom Stone" represents the euphoric state one feels when riding, whether it's on snow, water, or concrete. The very philosophy behind the brand, outlined as “youth against establishment,” demonstrates how management is in touch youth culture and the cultivation