How Does Skullcandy Changed The Audio Leader?

The innovative idea of a little microphone on your headphones that answers your phone calls, skips songs and changes your volume. It was envisioned on a chairlift in 2001 that would soon lead to the birth of Skullcandy in 2003 (Hill, Jones, Schilling, 2016). Skullcandy changed the audio experience designing new technology by integrating headphones into Giro ski helmets and backpacks compatible with mp3s, to bring the DJ sound to the average music listener (Hill, Jones, Schilling, 2016). Skullcandy differentiates themselves through superior innovation(Skullcandy, 2016, Jan 06). They reinvented the typical headphone with hip designs and different audio outputs for specific users like DJ, casual user, or hip hop (Hill, Jones, Schilling, 2016).

They follow their mission very well by being superior in innovation and focusing on this strategy. Skullcandy has a vision to “be a global audio leader while delivering profitable growth, increased shareholder value and living by our core values” (Frey & Teklits, 2014, p.1). Skullcandy has a very extensive code of business conduct and ethics outline. Sections touch on government regulations, conflicts of interest, employment practices and health and safety rules (Code of Business Conduct and Ethics, n.d.). By having rules and moral standards in place the company and its employees have a set of principles to

Technology is a strength for skullcandy, because it’s constantly changing, Skullcandy is trying to be superior in innovation for a technology industry. If Skullcandy cannot continue to innovate and release new products or unless there are other less expensive technological options then technology will turn into an opportunity and eventually a threat (Donlan, 2016). Social force is a big threat for Skullcandy, they must constantly listen to what the customers are asking for because there are so many other audio companies using Skullcandy’s bold colorful strategy (Segran, 2015). Skullcandy brands itself off the bold colors and designs, so if they can't keep up with the latest trends, this strength could become a threat. This is why a majority of Skullcandy’s team are artistic, there is even a specific division that keeps up on the latest trends (Skullcandy - Annual Report, 2016). However Skullcandy could improve on being more interactive with what the customers on what they want versus just relying on trends. Demographic forces shouldn't have too much effect on Skullcandy, if they continue to innovate audio technology by keeping up on latest trends. If Skullcandy’s style teams are constantly innovating by pushing style and keeping up on trends they’ll be able to see the demographical changes happening (Skullcandy, 2016, Jan 06). Legal forces could be a weakness to