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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?
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