Volcom Strategic Audit
Volcom Strategic Audit
Professor
Steven L. Roop
Student
Dennis P. Sable
National University
September 2012
Volcom is a manufacturer of Boardsport related clothing and accessories. Based in Velcro Valley – south of Los Angeles – the company’s core values speak volumes about their marketing and sales goals and objectives. The Volcom philosophy, stated as, “youth against establishment”, implies that their aim is, at the very least, different from normal capitalist “Free Trade” established ways and means, and their history highlights the differences. The new Volcom “New Future” initiative is an example of their sales and marketing direction. As Derek Sabori, Volcom's senior director of the department of sustainability and corporate social responsibility says, "Our goals now are for us to go beyond just a product line, or an event or two. We're striving for sustainability to be truly ingrained into the drumbeat of our business and I feel like we're on a good path." (Whitton, 2012)
Volcom’s efforts are focused on three things: 1. Remaining profitable 2. Not losing track of life 3. Doing so while repairing and not ruining the planet and its ecosystem
Their Current Strategies for accomplishing their purposes are: 1. Utilize their ties with the Boardsport culture in order to keep their styles in vogue and high margin 2. Retain these ties through branded events, online marketing, athletic sponsorship, music, and film. 3. Retain perspective by growing slowly 4. Staying focused upon their core lifestyle
When asked about potential growth, Mr. Woolcott , the company Chairman and CEO, “was quoted in an article in Time magazine saying that the core lifestyle was more important to him. He said, ‘Getting bigger was totally secondary. I don’t want to put pressure on what we’re doing. I don’t even think about getting Quicksilver big.’” (Hunger, 2012)
Table of Contents
I. Current Situation 6 a. Current Performance 6 b. Strategic
Professor
Steven L. Roop
Student
Dennis P. Sable
National University
September 2012
Volcom is a manufacturer of Boardsport related clothing and accessories. Based in Velcro Valley – south of Los Angeles – the company’s core values speak volumes about their marketing and sales goals and objectives. The Volcom philosophy, stated as, “youth against establishment”, implies that their aim is, at the very least, different from normal capitalist “Free Trade” established ways and means, and their history highlights the differences. The new Volcom “New Future” initiative is an example of their sales and marketing direction. As Derek Sabori, Volcom's senior director of the department of sustainability and corporate social responsibility says, "Our goals now are for us to go beyond just a product line, or an event or two. We're striving for sustainability to be truly ingrained into the drumbeat of our business and I feel like we're on a good path." (Whitton, 2012)
Volcom’s efforts are focused on three things: 1. Remaining profitable 2. Not losing track of life 3. Doing so while repairing and not ruining the planet and its ecosystem
Their Current Strategies for accomplishing their purposes are: 1. Utilize their ties with the Boardsport culture in order to keep their styles in vogue and high margin 2. Retain these ties through branded events, online marketing, athletic sponsorship, music, and film. 3. Retain perspective by growing slowly 4. Staying focused upon their core lifestyle
When asked about potential growth, Mr. Woolcott , the company Chairman and CEO, “was quoted in an article in Time magazine saying that the core lifestyle was more important to him. He said, ‘Getting bigger was totally secondary. I don’t want to put pressure on what we’re doing. I don’t even think about getting Quicksilver big.’” (Hunger, 2012)
Table of Contents
I. Current Situation 6 a. Current Performance 6 b. Strategic
Cited: Deatsch, K. (2009, February 2). E-commerce sales grew 6% in 2008 despite holiday season drop, comScore says. Retrieved September 25, 2012, from Internet Retailer: http://www.internetretailer.com/2009/02/02/e-commerce-sales-grew-6-in-2008-despite-holiday-season-drop-co Hunger, T. L. (2012). Strategic Management and Business Policy. Upper Saddle River: Prentice Hall. Whitton, K. (2012). New Future. Retrieved September 15, 2012, from Green - Hawaii 's Sustainable Living Magazine: http://greenmagazinehawaii.com/business_v4-2.html