In Hill et. al., 12^thEd., readCase Study 15: Skullcandy, and prepare responses for the questions below as instructed. A short synopsis of the case study is provided here.

Case Study: Skullcandy

This case is about the founding and early growth of Skullcandy, which produces headphones and other accessories with unique action-sports aesthetics and functions. The company describes how Alden originally came up with the original idea for the company (headphones that would connect to both an MP3 player and cellphone, before such devices existed) riding up a ski lift. It also gives detailed descriptions of how the products are developed and manufactured, and then positioned in the marketplace. The company had experienced very rapid growth and visibility, earning Alden several awards andEntrepreneurmagazine's title of "Entrepreneur of the Year." The company's future, however, was anything but certain. Competitors had rapidly imitated some of the unique features of Skullcandy headphones, and Alden's departure from the company in 2011 to start a new entrepreneurial venture had unsettled investors. Students should be asked whether they believe the company will survive and thrive, and if so, what recommendations they would make for its future direction.

(A-G)

Was the headphone an attractive industry when Alden entered with Skullcandy?

(H-M)

Does Skullcandy have a sustainable competitive advantage in the market? If so, what is it and why is it sustainable?

(N-Z)

How are Skullcandy's products positioned? How is this positioning supported (or unsupported) by the company's functional-level strategies?