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Marketing Analysis Of Oakley I

Introduction
For my strategic sports marketing project, I decided to report on the sports marketing activities of a particular corporation.   I specifically wanted to report on the marketing operations of a rather diverse company; one that offers more than one product line for more than one sport.   Oakley, Inc. is a company that offers several different products for a wide range of sports.   I will now briefly describe the company and its operations, as well as its primary sports marketing goals and objectives.  

Company Info.
Oakley, Inc. is a Washington corporation formed in March 1994 to succeed to the assets and liabilities of Oakley, Inc., a California corporation, which commenced operations in 1977 and began to sell sunglasses in 1984 (Scott, 1998).   The company is an innovation-driven designer, manufacturer and distributor of consumer products, including high-performance eyewear, footwear, watches and athletic equipment.   Oakley's principal strength is its ability to develop products which demonstrate superior performance and comfort through the combination of patented and other proprietary technology and unique styling.   The company has focused on eyewear innovations for sports applications, and its products are worn by a variety of athletes, such as skiers, cyclists, runners, surfers, golfers, tennis and baseball players and motocross riders.   In addition, the company's products, which are currently sold in over 70 countries worldwide, have become increasingly popular with fashion-oriented consumers in the larger nonsports, or recreational, segment of the sunglass market.   Oakley's products currently include sunglasses (e.g., Frogskins, M Frames, Zeros, Wires, Jackets, X Metal, Fives, and Topcoat), goggles, face shields for use with sports helmets, sunglass accessories, gear bags and a limited range of athletic footwear, technical apparel and premium timepieces (Scott, 1998).  
With focus on consumers for the next generation, the company has...