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Vans Skating On Air Individual Assignment: There are a number of challenging issues for discussion in this case. Prepare some possible answers to the following questions:What was Van’s competitive advantage during its early days (1960s and 1970s)? What was Van’s value proposition to its customers? How has Van’s value proposition changed over time?Based upon the concept of hostile brands studied, what in your mind would be an appropriate growth strategy for Vans based upon the information given in the case keeping in mind:Which product categories should Vans participate in?What distribution channels?What promotional strategies / programs would you recommend in order to sustain growth?Is there a growth “ceiling” for this brand or is there no limit to Van’s growth potential? Answer Preview…………..What was Van’s competitive advantage during its early days (1960s and 1970s)? What was Van’s value proposition to its customers? How has Van’s value proposition changed over time. From the case study, it can be ded

uced that since the inception of Vans in 1966, the company’s management set out to create a unique competitive edge above its competitors. As such, it is notable that the company’s competitive advantage during the early days of operation, the 1960s and 1970s, was entirely based on product differentiation and cost leadership. It is imperative to note that the business, immediately after entry into the industry, ventured into the design and manufacture of the “most durable and affordable deck shoe on the market.” The aspect of durability and affordability gave the company an upper hand in the market above its competitors. The evidence for product differentiation, in the case study, is also evidenced by the fact that the company’s shoes were highly reinforced with clay and characterized with double thickness compared to its competitors’ products. The differentiation of the products was also evidenced by the double-stitching as well as washable nature of the upper canvas……APA 1080 words
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