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

Abstract Case Intro 1 Case Intro 2 Excerpts

Introduction

On August 8, 2023, ASICS Corporation (ASICS), an athletic brand based in Kobe-Shi, Hyogo, Japan, announced that it had notched up record sales in the second quarter of 2023. The company had reported sales of ¥290 billion for the second quarter of 2023 compared to ¥225 billion for the same period in 2022, an increase of 28.9 percent. The growth in sales was reported across North America, Europe, Japan, the Oceanic region , Greater China, and Southeast and South Asia across all categories (Refer to Exhibit I for the Business Categories of ASICS).

Region wise, in the second quarter of 2023, there was an increase of 17.4 percent in net sales with ¥55.9 billion in Q2 in North America. In Europe, the increase in net sales was at 24.4 percent with ¥78.4 billion in Q2 when compared to the same quarter in 2022. In Japan, there was an increase of 22.2 percent in net sales at ¥69.1 billion in Q2 and Greater China reported an increase of 39.6 percent at ¥40.4 billion in Q2 when compared with Q2 of 2022. Southeast and South Asia reported an increase of 66.9 percent with ¥13.4 billion in Q2 when compared with Q2 of 2022.

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