1. SWOT ANALYSIS

STRENGHT

a) Volcom is very consent on the youth culture to support young creative thinking
b) Volcom have specific product categories for mens, girls, boys, footwear, girls’ swim and snow.
c) Volcom product typically retailed at premium prices
d) Volcom have designed for five major season: spring, summer, fall, snow, and holiday
e) Volcom may very well be the first major apparel company founded on the board sports of skateboarding, surfing and snowboarding.
f) Volcom generated revenues via the company’s growing product line, which included sunglasses, goggles, T-shirts, bags, hats, belts, and other accessories.
g) Design products that evolve in style and functionality
h) The company used its own design team and managed advertising in-house to keep consistent with its heritage, passion for actions sports, and the look of its clothing.
i) Volcom was awarded the Surf Industry Manufacturers Association (SIMA) “Manufacturer of the Year” title for the third time.
j) Relationships with domestic printers resulted in shot lead times and enabled the company to react quickly to reorder demand from retailers and distributors.

WEAKNESSES

a) Volcom did not own or operate any manufacturing facilities: rather, the company worked with local sourcing agents aligned with independently owned foreign contract manufacturers. b) reliance on few customers c) increase in operating expenses

OPPORTUNITY

a) Volcom can expand to the e-market
b) Volcom have relationship with domestic resulted in short lead times and enable quickly reorder demand from retailer and distributors
c) Volcom has huge market around the world with specific categories.
d) Volcom had license agreements with four independent licensees in Australia, Brazil, South Africa and Indonesia.
e) Volcom sponsored high- profile skateboarding, snowboarding, surfing and