ASICS Shoes-Can a Record Past Performance Guarantee Future Success?

ASICS Shoes-Can a Record Past Performance Guarantee Future Success?
Case Code: BSTR686
Case Length: 14 Pages
Period: -
Pub Date: 2024
Teaching Note: Available
 Price: Rs.500
Organization : ASICS Corporation
Industry : Textiles & Apparel
Countries : United States
Themes: Branding Strategy, Global Strategy International Marketing,Marketing Strategy
ASICS Shoes-Can a Record Past Performance Guarantee Future Success?
Abstract Case Intro 1 Case Intro 2 Excerpts

Abstract

The case ‘ASICS Shoes – Can a Record Past Performance Guarantee Future Success?’ is about ASICS Corporation (ASICS), an athletics brand based in Japan. ASICS reported a 28.9 percent increase in sales in the second quarter of 2023 across North America, Europe, Japan, and South Asia. The case deals with reasons for the sales growth and the challenges the company is likely to face in the competitive ‘performance running’ shoes segment. The strategy ASICS adopted to expand globally is also discussed along with the innovation in technology it adopted for producing high performance shoes. The company’s marketing strategy is also dealt with in the case.

The challenges ASICS encountered in its quest for global expansion, such as counterfeiting and brand positioning, are put forth in the case along with its plans to transform itself into a digital driven organization. The sports and apparel market across the world is extremely competitive with several brands at the top. Can ASICS maintain its sales growth momentum globally? Can its plan of changing the brand positioning and getting it patronized by the younger generation continue to get the desired results?

Issues

The case is structured to achieve the following teaching objectives:

  • Examine the marketing strategies adopted by ASICS in international markets
  • Analyze the brand positioning strategies of ASICS in international markets
  • Analyze the market expansion strategies used by ASICS in international markets
  • Formulate a strategy for ASICS to enjoy continued success in international markets

Contents

Keywords

Marketing Strategies; Brand Positioning Strategies; Market Expansion Strategies; Kelly Fatouretchi; ASICS Shoes; International Marketing; International Business; Generic Strategy; Ansoff’s Product/Market matrix;

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