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Quiksilver incorporation case study short case

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This approach is highly congruent while using guidance of marketing experts just like Wheaton (2004) who suggests, “There are synergies among different lifestyle sports industries and their mass media. Corporations make equipment for a few lifestyle sporting activities, sometimes beneath different brands. Clothing corporations like Quiksilver sell to a range of life-style sport marketplaces including skating, surfing, windsurfing, snowboarding and have been quick to use the potential of zustande kommend and growing activities like kite-surfing” (2004, p. 10). For the reason that company as well designs and manufactures the core showing off needs for anyone sporting enthusiasts, it is important to spot defining qualities of this industry. These athletics are seen as a a number of popular features of interest to Quiksilver’s as well as its competitors’ internet marketers with respect to all their various primary product and accessory lines, including these set forth in Table a couple of below.

Stand 2

Understanding features of the surf and sports sectors



Such athletics are a traditionally recent sensation.

The activities include emerged over the past few decades, including either the creation of new activities – such as windsurfing, ultimate frisbee and snowboarding and also the adaptation of older ‘residual’ cultural varieties, such as the (re)emergence of surfing culture in California almost 50 years ago, or sport climbing in rock climbing.

The emphasis is usually on ‘grass roots’ contribution.

Unlike a few alternative serious sports, life-style sports will be fundamentally regarding participation, not really spectating, possibly in live or in mediated settings (such as watching the X-Games, or perhaps other press festivals). On the other hand, practitioners will be self-consciously conscious of ‘being seen’, and business presentation of self to others – whether in lived configurations or mediated forms – seems to be a part of the experience and are regarded as ‘postmodern sports’ symbolizing a rebirth of Amateurism.

The sporting activities are based around the ingestion of new objects (boards, motorcycles, discs, and so forth ), often involving new technologies, yet embracing change and innovation

Improvements to technologies include resulted in quick developments in many lifestyle athletics, such as the partage and diversity of the tradition, and its types of identity. This fragmentation will produce new views, or even the creation of new activities including the resurrection of long-boards in searching, and at the same time the invention of tow-in-surfing.

Commitment in time, and money and a style of life and forms of collective expression, attitudes and sociable identity that develops around the activity

These types of commitments can be readily discerned in roller skating, surfing, snow boarding, windsurfing and climbing actions.

A participatory ideology that promotes entertaining, hedonism, involvement, self-actualization, ‘flow, ‘ living for as soon as, ‘adrenalin rushes’ and other innate rewards.

They often denounce – and in some even resist – institutionalization, rules and commercialization, and generally have an uncertain relationship with forms of classic competition. Most lifestyle sports activities emphasize the creative, cosmetic and performative expressions with their activities features termed these activities ‘expressive sport’ (rather than the incentive driven ‘spectacle’ sports), they may be rarely done for spectators or competitive practice, putting an emphasis on the artistic realm by which one mixes with one’s environment. A few practitioners refer to their actions as art.

A mostly middle course, white, European participant structure.

despite staying associated with ‘youth’ many activities have wider-based age ranges, and in some cases are less male or female differentiated than ‘traditional’ sports activities

Source: Adapted from Wheaton 2004, pp. 11-12

On the other hand, the company’s prominent Web presence and up to date positioning initiatives suggest that Quiksilver’s authentic and historical marketing strategy remains the primary focus in Western and also Asian countries within family of brands that especially appeal to its browse and sports-minded consumers. For example , the company reviews that, “Having globalized the business through purchase of its licensees, Quiksilver became the 1st board-riding organization to focus on purchasing major, like-minded brands, just like DC Sneakers in 2003 and Rossignol in june 2006, with a view to building a category of brands covering the outdoor sector” (About All of us 2012, s. 4). Similarly, the corporate Site also records that Quiksilver was the “first board-riding firm to fully globalize its management structure with autonomous local structures” (About Us 2012, p. 4).

In fact , the organization posts an impressive laundry list of “firsts” in its corporate materials that indicate it is on the right track (see partially list at Appendix a), but the severe reality from the business environment in which the company is currently contending suggests that the business can no longer others on its authenticity and historic laurels while Nike and Adidas continue to consume its share in all of Quiksilver’s worldwide markets. Therefore , formulating a knowledgeable and timely decision-making process to address problems is clearly required, and these issues are discussed further more below.


Future Decision-Making

The the latest vivid pictures on mainstream international reports programs of long lines of backpackers waiting to help make the final excursion to Mount Everest indicates that until they set up an escalator to the top, there are growing numbers of buyers willing to pay key money to participate in many of the sports that are Quiksilver’s main market. The company, though, appears to be trying to “ride the equine that first got it here” reacting to the elevated competition by Nike and Adidas, instead of through advancement and improvement in merchandise design. Actually the company argues that, “The arrival of Echo Seaside in late 1980 caused a sensation. Using its geometric patterns, bold colours and negative attitude, the brand new line was your first to capture the feeling of the fresh generation of beachgoers, and it is still staying reinvented today” (About Us 2012, g. 3). Merely “reinventing” dull designs, no matter how bad their attitude, although, will not be enough to achieve a competitive benefit over the industry leaders. You’re able to send heavy expenditure in searching superstars could help reinvigorate revenue, but it is apparent that converting this purchase into economical success will require a reevaluation of the provider’s historic marketing plans. There was an obvious trend identified in the business international organization approach where Quiksilver is relying less and less on creativity and premium quality engineering in the surfing and sporting equipment in favour of glitzy marketing efforts which are not reaching the broadened market necessary to grow the clothing brands. Nevertheless, the organization has longstanding multi-million us dollars contracts with major browsing and skateboarding champions which will mean these kind of media initiatives will continue for the foreseeable future, however it is recommended the company’s command place a higher emphasis on innovation in its research and design and style to help this achieve a competitive advantage against market frontrunners Adidas and Nike.


‘About Us. ‘ (2012). Quiksilver, Incorporation. [online] offered:

Chokkavelu, a. (2012, April 27). ‘How Cheap Is Quiksilver’s Stock by the Numbers? ‘ the

Motley Fool. [online] available:

Dowling, L. J. Liesch, P., Greyish, S. M., Hill, C. W. D. (2009). International Business: Asia-

Pacific Model (1st male impotence. ). Sydney: McGraw Hillside Irwin.

Jackson, S. T. Andrews, Deb. L. (2004). Sport, Culture and Marketing: Identities, Products

and the National politics of Portrayal. New York: Routledge.

Kadner, In. (2010, August). ‘Brain Plantation Makes Dunes with Quiksilver Campaign. ‘ American

Cinematographer, vol. 91, no . 8, pp. few.

Kirby, T. Marsden, L. (2006). Linked Marketing: The Viral, Hype and Person to person

Revolution. Oxford, England: Butterworth-Heinemann.

‘Quiksilver Adds Golden Young lady Gilmore to Its Stable. ‘ (2011, January 7). Tweed Daily News, thirty seven.

‘Quiksilver Profile. ‘ (2012, May 25). Yahoo! Financing. [online] offered:

com/q/pr? s=ZQK+Profile.

Wheaton, B. (2004). Understanding Way of life Sport: Usage, Identity, and Difference.

London: Routledge.

Appendix a

Partially List of Quiksilver, Inc. “Firsts”

1 . The first to establish completely sponsorship sportsmen, with Mary Carroll’s 1988 “top to toe” get $1 million.

2 . The first surf company to modify the style and feel from the beach to technical outerwear for alpine sports, first skiing then snowboarding.

several. Quiksilver known the raising influence of women in searching early inside the ’80s, nevertheless Roxy, the first dedicated female search brand, was made in 1990, the bar grew up to level that the other companies have yet to reach.

some. Quiksilver acknowledged the increasing influence of girls in surfing early in the ’80s, but when Roxy, the first dedicated female browse brand, was developed in 1990, the bar was raised to level that the others have but to reach.

5. Quiksilver was the first to identify that boardriders wanted skinny jeans that jeaners didn’t produce, so it appointed denim expert Mel Matsui and came up with the industry’s initial genuine

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