Oakley's Internal Analysis Essay

5. Oakley’s internal Analysis

In this section, it is going to be done a detailed internal analysis of the company through different marketing tools which would allow to understand the strategy that Oakley is following as well as to obtain some conclusions of how the company does to be a leader in the sports performance sector.

5.1 Marketing mix

The Marketing mix or also called 4P’s is useful tool and a basic element of the marketing departments that allows to define the marketing strategy of a company or a brand from four different points: product, place, price and promotion. It is essential that there is a hundred per cent coherence and consistency between these variable so that they can complement each other and get better results. Next,

Oakley distributes its products only in specialized stores, what represents an added value for its products. A part from selling eyewear in the optical channel, because it is a market that should not be omitted, Oakley mainly focuses its strategy on core stores where the real grassroots athletes buy their products. By doing this, the brand is perceived as a core brand due to two reasons, the first one is that customers see where real professional and amateur extreme sports athletes buy Oakley’s products, and the second reason is that if they want to buy Oakley products, they need to go to specific stores so that an extra motivation to buy those items is added. Furthermore, Oakley owns some stores inside some of the biggest retailers of Spain such as El Corte Inglés. From a geographical perspective, Oakley sells its products throughout the whole country but focusing on the areas where there is more concentration of people as well as strategic points such as near to ski stations or surfing spots. Place, also includes how the Oakley’s products are distributed inside the stores, in this case the brand always tries to find the best points where the brand is highlighted and easier to find, moreover they add trade marketing tools such as windows, banners and panels to attract the potential customers to the Oakley’s

Facebook, Twitter and Instagram are the basic branding tools used to engage the community, through these three tools the company is able to initiate campaigns via hashtags which turn into thousands of interactions between customers and the company, for instance clear examples are #oneobsession and #liveyours campaigns. Furthermore, Oakley’s social networks accounts have also thousands of followers worldwide, the company has different accounts depending on the sport in order to be more specific towards its