The Oakley Company: In this article, we analyze the marketing strategy of the Oakley Company, especially the International one. We will analyze the marketing strategy of the company and its marketing plan regarding the Porter Marketing Mix and its 4Ps. We then, will build a marketing plan for the Oakley Company to expand into the French market, and will present recommendations regarding the situation of Oakley. In the last part, we will decide whether or not to invest in the Company and explain why we took such a decision. The Oakley Company is an American leader in the domain of optics and is also a manufacturer of apparel, footwear and accessories which are inspired by the optics identity. On its domestic market, the turnover of the manufacturer is composed, 71.8% by optics, and 22.9% by AFA sales.
[...] However, the Company really has to take care about the cultural differences under many points. First of all the way of promoting the product and the distribution channel networks will be the most important elements for the success of its strategy. Moreover, I really believe that the invested amounts are part of an ambitious plan and that, even risky regarding the balance between the ROIC and the WACC, Oakley has such a good core product in its Optics line that, with a good management of its marketing strategy, the Company has important chance to be successful. [...]
[...] The turnover of the company is at 53% domestic and 47% international. It has organised its international areas as follows: Americas, EMEA (Europe, Middle East, Eastern Europe and Africa) and Asia Pacific. Oakley Company is a global one as it has decided to distribute the same products all over the world in adapting its distribution channel strategy and communication strategy to each local cultural specificity. First of all, the strategy of the company is designed to be a differentiation one referring to the classification of Porter. [...]
[...] These elements will be explained deeper through our marketing mix analysis The product: Optics/ AFA (apparel, footwear, accessories) The Oakley brand is defined by a strong competitive advantage: the high quality of its products. The market positioning for the Optics' products is the following one: sport performance, active lifestyle, sport inspired fashion and fashion. This defined the strategy to design optics' lines. The Oakley optics are defined thanks to a high technology level protected by patents all over the world which respect International norms like ISO norms in Europe which is a good point for an International marketing strategy. [...]
[...] I would select the sport performance line of the Oakley brand, Mosley Tribes and Oliver Peoples. I would make this choice to have a brand of each style and a large range of price. Concerning the AFA, I would take the entire range of products. The price would stay at the same level than for the domestic market of Oakley because of the high quality and the unique design of the products. For the distribution channel, I would sell the Oakley brand in sport specialty stores; the sport performance range and also the active life line to give the choice to sportive people to wear optics for every day life too. [...]
[...] It has regrouped its multi-branding under a common brand for the recognition to consumer to be easier. It has redefined the standards and plans a channel growth. As we saw in this work, the Oakley Company also has lead a deep marketing work regarding its retail shops' strategy, its AFA's strategy and its geographical expansion. As a conclusion it is obvious that the marketing plan of Oakley really fits the market in its American domestic one. The market studies are really detailed and the strategy is very well organized. [...]
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