Taylor Armstrong
Marketing
November 17, 2011

Table of Contents * Introduction……………………………….Pages 3-4 * Current Marketing Situation…………….Pages 4-5 * Marketing Mix and Target Market……..Pages 6-7 * Executive Summary………………………Page 8 * Work Cited………………………………..Page 9

Introduction to the company and Industry Skullcandy is a company that marketing and sells many things. These things may vary from headphones and earphones all the way to clothing such as hats and T-shirts. Skullcandy was founded by Rick Alden in Park City, Utah. (Wikipedia, 2011) Rick started it in 2003 by a product called the Skullcandy Portable Link. The Skullcandy Portable Link is a headphone that uses the LINK system and is combined with
Rick Alden first sat down and made a marketing strategy. The marketing strategy had the product, place, promotion, and price in it. Skullcandy when it first started out only had a couple products; they had the headphones, earphones, and the Skullcandy Portable Link. Many of the features were the same as other headphones but the one thing it had going for it was the cool designs and color patterns. (Tika, 2010) Now Skullcandy has a wide arrange of products from headphones, speakers, to clothing and accessories. Skullcandy does have warranty that states that if any Skullcandy product breaks that the company will ship out a brand new one to replace it. Skullcandy’s customer service is one thing that keeps above others. (Tika, 2010) When Skullcandy come out they went to local businesses first to get the communities in the area. They started sell at local skate and snowboarding shops in Utah to get people interested. (Tika, 2010) Now Skullcandy sells to big name stores such as RadioShack and Best Buy, but Skullcandy still looks at small businesses too. Skullcandy takes its products and ships them from their warehouses to the stores, but they also have a website that likes you can buy and they will bring it right to your home from the warehouse. (Tika, 2010) Promotion for Skullcandy hasn’t really changed from when the company started. Skullcandy main way of promoting is by advertising. Skullcandy when it started out went to every