Airwalk Skateboards: A Strategic Approach to Distribution

What strategy did Airwalk adopt when it first introduced its line of skateboards?

a. Place, Introduction Stage

b. Promotion, Growth Stage

c. Price, Maturity Stage

d. Product, Decline Stage

Answer:

Airwalk's strategy of selling its skateboards in only a few selective stores is indicative of place strategy during the introduction stage in a product's life cycle.

Explanation: When Airwalk first introduced its line of skateboards, the company chose to sell them in only a few selective skateboard stores. This strategy aligns with the introduction stage of a product's life cycle. During the introduction stage, distribution is often selective as the company seeks to build product demand and establish its market presence.

A narrow distribution channel is a strategic approach to ensure that early adopters have access to the product, and it can also create a sense of exclusivity and premium branding. Furthermore, selective distribution is crucial to manage costs and to focus on markets that are more likely to embrace the new product.

By adopting this strategy, Airwalk aimed to cultivate a well-respected brand name and to establish strong relationships with retail partners who specialized in selling skateboards, which could be identified as part of place strategy within the marketing mix during the product's introduction phase.