Communicating the brand : the case study of Quiksilver Europe | |
| Author | Gaud, Vanessa |
| Call Number | AIT Proj. no.SM-07-04 |
| Subject(s) | Quiksilver (Europe) Surfing |
| Note | A project study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration in International Business |
| Publisher | Asian Institute of Technology |
| Abstract | Quiksilver Europe is an action sports company. Created by two surfers its aim is to provide quality products for surfing, snowboarding, skiing and skateboarding people throughout the world. Nowadays the firm is facing a communication and marketing issue concerning who the products are addressed to: does the firm need to target fashionable people or core sportspeople in order to maintain their brand image? How can Quiksilver keep on developing without losing its core brand image? Through this project you will find an overview of the surf industry's internal mechanisms and an analysis of the current industry and company's situations. Considering Quiksilver's main opportunities, threats, strengths and weaknesses, I came across three possible solutions that Quiksilver Europe might be able to undertake in order to counter this issue. I finally recommended the creation of several new brand lines based on the technological features of the products and the aimed segment. The necessary support of this strategy would be an efficient sponsoring and events organization policy. I think that Quiksilver needs to act with these small new brands like the core brand it was at the beginning. These brands would be a way for Quiksilver to win back its core brand image. |
| Year | 2007 |
| Type | Project |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Dimmitt, Nicholas |
| Examination Committee(s) | Beise-Zee, Rian ;Zimmermann, Willi |
| Degree | Project (M.B.A.) - Asian Institute of Technology, 2007 |