Volcom-Building an Authentic Brand Case Solution And Analysis, HBR Case Study Solution & Analysis of Harvard Case Studies

Volcom, by its founders, has been strongly affiliated with the sport since the beginning of skateboarding in South California. Its motive, “youth against establishment”, has found various turnaround in the youth in the last three years. It has succeeded to retain the engagement of its customers and has made a turnaround with them in terms of music, activities, tastes, behavior, and style. From a marketing point of view, Skateboarding came through the U.S. borders and has gained worldwide recognition with its own culture, values, and rules. Although, it operates in the international markets, but it is needed to develop locally and adapt its personality. It might require a good face lift from the perspective of various roles to impact marketing solely through American riders. Millennials like brands are sensitive towards value worldwide group, diversity, and often take the environment into considerations, such brands are open source. They frequently utilize the social media and spend around six hours a day online. Music and popular culture are integrated with all action sports, including skateboarding. The company’s CMO encounters few challenges regarding the adjustment of few components, including the brand authenticity and the growth of revenue, localization of marketing and sales and standardization of functional procedures, and the requirement to generate the required profit along with ensuring the customer engagement remain constant.