Abstract
In order to gain a competitive advantage over rivals, companies create brands that represent aspirations and a desirable image of life that the customer would like to identify with. Brands are accused of all sorts of evils, from threatening our health and destroying our environment to corrupting our children. Brands are so powerful, it is said that they force us to look alike, eat alike and be alike.
Historically, building a brand was rather simple. Nowadays, it is harder to reach the consumers. They are now bombarded with many different choices. They are also busier; more distracted and have more media to choose from.
In this coursework, I analyze the development strategy of quicksilver. I am enthusiastic about Quicksilver's clothes and sports, especially surfing and windsurfing. I think this brand has an original development strategy that allows it for being a reference actor in product development and leader in the outdoor market. Firstly, I will tell you more about my chosen brand (background). Further, I will present the marketing mix and finally, the aim of the coursework is to analyze the strategic development of Quicksilver.
