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Case study of Quiksilver

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  1. Introduction
  2. The internationalization of Danone
    1. The foundation for development activities of Danone
    2. The global strategy of Danone
    3. The rules for entering a new market
  3. The rules for entering a new market
    1. Danone in China
    2. The Asian context
  4. The different strategies on the market by SBA
    1. The area of fresh dairy products (FDP) in China
    2. Danone and the Water Sector in China - Danone water
    3. The Danone biscuit market in China
  5. Growth analysis of Danone: Is it a mixed strategy?
    1. The internal strategy
    2. External strategy
    3. The mixed strategy

Quiksilver France has contacted a research agency on the following issues: Given the desired image, as claimed by the brand and its original customers and taking into account the growth of a society based on proximity to its customers, Quiksilver questioned the fact as to whether the company is evolving towards a "global business" or not, when it is part of a community.

The company no longer undertakes exploration of new areas like the golf shoes. The agency is therefore faced with several questions related to both decisions such as marketing tactics that should be taken as follows:-Brand:

Does it and can it continue to rely on this community (the World skiing) and refer to "values"? Will it abandon its specificities to evolve in the image of Nike, for example? How can it manage a global business from a community (of values), which was a niche strategy initially? How will it negotiate in terms of the images and the portion of the market slip to the broader market of outdoor activities?

Products offered: Quiksilver may continue expanding its range of flights to new audiences while retaining the traditional customer loyalty of the brand. The brand can accelerate this expansion into the market for outdoor / open air activities or on the contrary, should it slow down?

The adventure begins in 1969 Quiksilver in Torquay, a small town on the southern coast of Australia, where surfing is implemented in recent years. This is where the local surfer Alan Green had the idea to manufacture swimwear specific to surfing.

It begins by developing some models, and addresses wetsuits. Green is soon joined by his friend John Law in 1973 and they founded a company and named it Quiksilver, hoping to sell their products worldwide.

Not long after, in addition to knowing a growing reputation in Australia, the brand soon starts exporting in 1976. The legendary American surfer JeffHackman, participating in a tournament in Torquay, leaves with the agreement to distribute the brand in the United States. This creates the American branch of Quiksilver, which ten years later, appears in the financial market after a huge success.

Originally, the business was the manufacture of Quiksilver swimwear and combinations therefore linked to the textile business. However,over the past ten years, with its extension of activity, it can be said that there is an evolution of business towards the development of a range that allows customers to view a lifestyle but still within the optics to provide quality equipment as functional as possible.

Historically, the competitors are other surf companies, but Quiksilver,because of its very favorable position (45% market share) has been able to make a move towards a line extension. Quiksilver is now expanding to the broader market of leisure clothing. New competitors of the company are big companies like Nike, Adidas, Reebok . That said, the sales of Quiksilver is still far from reaching the leaders of this market. In addition, the original activity of Quiksilver is very different from that of Nike or Adidas which is the manufacture of sports shoes.

Tags: Quicksilver, brand of swimwear clothing, new marketing strategies

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