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Vans Case Write Up

SECTION 1: Problem Statement

• In the past 30+ years, Vans has seen high levels of growth and brand recognition in
in alternative sports and now faces the issue of how to achieve a higher brand value in their next stage of growth.
• More specifically, Vans must decide which segments of their products to grow or continue to participate in, such as those that cater to the entertainment industry, and which distribution channels to utilize in its growth.

SECTION 2: Synopsis of Case

Vans started in 1966 as a skateboard shoe company in California. The firm quickly grew and the Vans name became synonymous with North America’s increasingly popular sport: skateboarding.
In the late 1980’s, however, Vans’ product had to adjust to the decrease in popularity of skateboarding. Even after the explosion of popularity from customization and the Z-boys, the skateboarding fad was dying. Vans ventured into other sports such as wrestling and football.......

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Approximate Word Count: 612
Approximate Pages: 3 (250 words per double-spaced page)

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