Volcom Case Study Essay - 2460 Words

â€Å"The only constant is change† Volcom Case Study Introduction The Volcom brand is inspired by the energy of youth, following their motto â€Å"youth against the establishment.† The athlete-driven brand is creative and forward thinking in designing and marketing their products. Volcom was first designed for board sports, being greatly influenced by surfing, skateboarding and snowboarding. The young men’s and women’s lifestylesports brand distributes accessories and other related products under the Volcom and Electric brand name. The Stone symbolizes the Volcom brand and the Volt symbolizes the Electric brand. Before working at VolcomRichard Woolcottjoined the Quicksilver surfing team at the age of 14 and then later worked in marketing and†¦show more content†¦Their product reflects the passion that their customers have for music, art, film, and board sports. Promotion Volcom’s promotions capture the creative energy of the youth. By being flexible and open-minded they are able to react quickly with what is happening in the environment around them. They have an array of outlets in which young individuals can immerse themselves in, whether it is through art, music, film, or board sports like snowboarding, surfing, skating and even motocross. Through the many events that Volcom Entertainment provides it supports athletes through competitions and contest, or musicians through their record label, or artists with their collaborations. One of their new contests is the 2012 Volcom Fiji Pro ASP World Tour Event. Working with ASP International, the contest will feature the best surfers around the world. Also another campaign that Volcom is known for is their â€Å"Let the Kids Ride Free† campaign which provides free surfing, skateboarding and snowboarding contests for kids to express their talent, eat for free and get free products as well. Some contests would include the VQS Surf Tour, Wild in the Parks an amateur skateboard contest, Peanut Butter and Rail Jam an amateur snowboard contest. The Volcom Entertainment Music Tours provide support for musicians and entertainment for the youth. Having these events meshes the product and way of life they are selling to theirShow MoreRelatedEssay about Volcom Strategic Audit8625 Words   |  35 PagesVolcom 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, â€Å"youth against establishment†, implies that their aim is, at the very least, different from normal capitalist â€Å"Free Trade† establishedRead MoreAnalysis : Peter Drucker s Statement2012 Words   |  9 Pagesreference to the GoPro case study. Entrepreneurship is certainly not magical or mysterious and even though there are entrepreneurial families, most of the time it is not an inherited trait. Today it is taken for granted that entrepreneurship is a discipline that can be taught in colleges and universities, but I do believe that there are still some qualities that are inherent in an entrepreneur that cannot be taught in a classroom but has to come from within. In the case of GoPro founder Nick Woodman