Ch. 2 - Strategic Planning for Competitive Advantage

                                                                 Strengths:

- Brand recognition - Vans is a globally recognized company with their style of shoe being easily recognized by most people.

- Marketing - Vans sponsored not only professional skateboarders but also many other athletes and famous entertainers.

-Cost - Vans offer inexpensive shoes available for a wide variety of customers.

- Diverse product portfolio - Vans offer many different styles of shoes at all different sizes.

- Loyal customers - Vans is an established brand in the skateboarding and snowboarding category and most customers who but their shoes and people with a passion for extreme sports. This makes them loyal to the brand and thus Vans faces a minimal risk of brand switching.

                                                    Weaknesses

- Quality - The quality of shoes does not last as long as other competitors.

- Comfortability - There have been many complaints that the shoes are not comfortable and hard to walk in for long periods of time.

- Hasn't been able to emerge in different markets - Vans focuses mostly on action sports and lifestyle, not having recognition in other markets.

                                                        Opportunities

- To create awareness of niche markets - By focusing on action sports as an emerging market in the global economy they have become a first mover in an exclusive sports shoe.

- Emerging in other markets - Vans has the ability to make shoes for other sports and in doing so can make deals with professional teams and athletes.

                                                            Threats

- Other competitors - Big shoe brands like Nike and Adidas coming into the action sports market with a better quality shoes through years of testing and production with other types of sports technology.