The Oakley Company

Résumé du document

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.

Extraits

[...] We then, will build a marketing plan for the Oakley Company to expand in the French market. We will give our recommendation regarding the Oakley Company situation. In the last part, we will decide to invest or not 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 manufacturer of apparel, footwear and accessories products which are inspired by optics identity. On its domestic market, the turnover of the manufacturer is composed by by optics and by AFA sales. [...]

[...] The company owns DRAGON positioned on the active lifestyle market, the FOX RACING on the active lifestyle and sport inspired fashion market; the MOSTLEY TRIBES brand between the sport inspired fashion and the fashion markets; the OLIVER PEOPLES and PAUL SMITH brands which are fashions' ones. The other part of the Oakley business is the apparel, footwear and accessories' products. They share the same Oakley values: heritage, authenticity, and design point of view. The apparel products have a new alignment, they were previously following the same strategy than the optics' one: men, premium, sports, performance and eyewear. [...]

[...] 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. [...]

[...] The “Company” consists in understanding all your internal systems: competencies, products, capacities, facilities, you cultural environment and all the assets that could encourage the company to go international and the points that will have to be improved in the future. To understand the consumer is the second step of this analysis, to whom are you selling? Where, and how? Thanks to these questions, Oakley is able to define its consumers and to compare its data to the new consumers it wants to conquer. [...]

[...] This is a key element for its marketing strategy. The Oakley Company wants to reach more people in more ways and therefore is using public relation, e-campaign as this is a strong e-commerce component. The Oakley website has a good audience and exploits promotion tools such as videos for example. Outside agencies are in charge of creating the promotion campaign in order to reach the maximum target and audience. The Oakley promotion can be seen in the shop windows, or in the street on billboards, in the subway or in editorials. [...]