Incase的竞争分析报告

1GeneralresearchonIncaseDesigns2011/3/111.Overview1.1CompanyinformationIncaseDesignsisamanufacturerofiPod,laptopandguitarcases,whichwasfoundedin1997byfourlongtimefriends.IncasehavebeentheproductofchoiceforAppleattheirpointofsaleonlineandretailforoveradecade.TheownershipstructureofthecompanyiscomprisedoffivepeopleincludingTonyHeld,ErikWahlstrom,JoeTan,BobbyChang,andDamonWay.JoeandBobbyfoundedthecompanyin1997,applyingtheircombineddesignexperiencefromcompanieslikeApple,Nike,andIDEO,intothefoundationofwhatmakesupIncasetoday,acompanydrivenbyapremiumdesignethosthatisnevercompromised.Thebrand’smantraandfilteris“Abetterexperiencethroughgooddesign.”Incase’sheadquartersisin15751TapiaStreetIrwindale,CA91706UnitedStates21.2People1.21BobbyChang,co-founderofIncase,co-founderofBackNineStudioswithStevenSoderberghontheboard,andformeradvisortoNike’sGlobalBrandandImageGroup.1)GeneralinformationBobbyChangtrainedasanindustrialdesignerattheArtCenterCollegeofDesigninPasadena,wherehespecializedinproductdesign.HeworkedwithNike'sbrand/imagegroupbeforeco-foundingIncase,aglobalbrandwhichcreateslifestyleproductsforconsumerelectronics,includingnotableproductssuchastheAppleiPod,iPhone,ipadandMacbook.ThecontinuedsuccessofIncasehasallowedhimtoredirecthiscreativefocustowardcreatingaparadigmshiftinphilanthropy,andindoingso,helpprovidecharitiesandNGO'swiththetoolstomakeapositivechange.ChangisdevelopingprogramsforglobalorganizationssuchasAmericanRedCross,UNICEFandInvisibleChildren,aswellascreatinganincubationstudioformentoringdesignerstoproducehumanitarianrelatedprojects.Hisstrategieshavehelpeddesignersworkonprojectsdrivenbypassionratherthanrevenue,resultinginmultipleproductsandprogramsbeinginjectedintocharitiesandNGO'saroundtheworld.HisextensiveexperienceindevelopingandoperatingsuccessfulcompaniesandprogramswillbeakeyfactorinthegrowthandsuccessofhisnewventuresALMAStudio,HEALTogetherandBack9Studios.BobbyChang,believesthatcreativitycanchangetheplanet.Soherecentlyestablishednumerousprograms,includingHEALTogether,whichprovidescharitieswithdesignandmarketingresourcesInrecentyears,BobbyhasplayedanactiveroleinhelpingtodevelopindigenousenterprisesinAfrica,aswellasworkingonarangeofotherphilanthropicactivities.NowthatIncasehasbecomeaglobalbrand,Changwilltransitionintoadvisoryrole.Thisallowshimtheflexibilitytopursueotherventures,suchasBackNineStudiosandthementoringofemergingdesigners.Chang'sexperienceintheproductdesignspaceandhiskeeneyefortalentwillbeinvaluabletotheBackNineStudiosventure.2)ReferenceVideo-BobbyChang:Thinkdifferently,taketheriskandchangetheworld.-March28,2010Keywords:Thinkdifferently,70peoplein2010,sold1billioncases-BobbyChangfromIncaseonSociallyResponsibleBusinesses-August31st,2010Keywords:Havingadream;collaborate;MadeinChina;Creative;Focus31.22DaveGatto,CEO1)Referencearticle-IncaseNamesDaveGattoChiefExecutiveOfficer-ByTransworldMon,Aug102009IncaseannouncedtodaythatithasappointedDaveGattoaschiefexecutiveofficer.GattohasformerexperienceaspresidentandCEOofReefHoldingsandpresidentofVF’sOutdoorCoalition,overseeingbrandssuchasTheNorthFace,Vans,ReefandJanSport,accordingtothepressrelease.Therestofthedetailscanbefoundbelow:“Irwindale,Calif.–August10,2009–IncaseannouncedtodaythatDaveGattohasbeenappointedchiefexecutiveofficer(CEO).GattocomestoIncasewithprovenexperienceinleadinganddevelopinghighgrowthconsumerproductscompaniesandwilloverseeIncase’scontinuingstrategicexpansion.Inthisrole,hewillfocusoncapturingandcapitalizingongrowthopportunitieswhilespearheadingthedevelopmentofandinvestmentinorganizationalresources.GattostepsintotheroleofCEOfollowingErikWalhstrom,oneofthecompany’sfounders,whocontinuestoserveatIncaseinanactivecapacityasexecutivevicepresidentofsalesandbusinessdevelopment.TheadditionofDaveGattoasCEOsolidifiesthefoundationalleadershipnecessarytotakeholdofthegrowthopportunitiesfacingIncaseasitcontinuestodevelopfinancial,operationalandglobalresourcestosupportitscorecustomersandcompanyculture.“Withhisprovenbackgroundandexperienceinsuccessfullygrowinglifestylebrands,Daveistheidealcomplementtothecorecompetenciesofthecompany’sfoundersandexistingmanagementteam,”statedWahlstrom.“IamconfidentthatDave’sinspiringapproachtobusinessandlife,provenskillsetandleadershipwillbringustoourvisionofbeingagloballyrecognizedbrandthatrepresentsdesignsimplicityandinnovationattheconvergenceoflifestyleandtechnology.”Gattobringswithhimextensiveexperienceinmaximizingpotentialwithinhighgrowthbusinessesacrosstheconsumerproductsrealm.InhistimeaspresidentandCEOofReefHoldings,Gattoledthebrand’sinternationalexpansionstrategyandfacilitatedthefootwearcompany’sproductlinegrowthandextensionintoapparel.Gatto’sachievementsprovedinstrumentalinVFCorporation’sacquisitionofReef,wherehelaterservedaspresidentofthecompany’sOutdoorCoalition.OverseeingbrandssuchasTheNorthFace,Vans,ReefandJanSport,GattosetthevisionandstrategyforthefastestgrowingsegmentofVFCorporation.Joiningafast-growingcompanyandanestablishedteamofleadersandtalent,GattoseeshisroleatIncaseasenablingthecompanytorealizeitsf