Scribd Logo
Upload

Welcome to Scribd!

  • 106 views

    201809151404251 (1)

    Uploaded by

    falguni
    The document provides instructions for a case study analysis on ASICS, a sportswear company. Students are asked to analyze: 1) Recommendations for ASICS' marketing mix regarding product lines, channels to market, and communications. 2) Whether acquiring fitness app RunKeeper was wise and how to leverage it. 3) Whether launching lifestyle sub-brands Onitsuka Tiger and Asics Tiger was wise and how to market them versus the main brand. 4) An evaluation of whether ASICS is on track to achieve its 2020 goals. The case study analysis is due on October 18.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd

    201809151404251 (1)

    Uploaded by

    falguni
    106 views1 page
    The document provides instructions for a case study analysis on ASICS, a sportswear company. Students are asked to analyze: 1) Recommendations for ASICS' marketing mix regarding product lines, channels to market, and communications. 2) Whether acquiring fitness app RunKeeper was wise and how to leverage it. 3) Whether launching lifestyle sub-brands Onitsuka Tiger and Asics Tiger was wise and how to market them versus the main brand. 4) An evaluation of whether ASICS is on track to achieve its 2020 goals. The case study analysis is due on October 18.

    Copyright

    © © All Rights Reserved

    Available Formats

    DOCX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    The document provides instructions for a case study analysis on ASICS, a sportswear company. Students are asked to analyze: 1) Recommendations for ASICS' marketing mix regarding product lines, channels to market, and communications. 2) Whether acquiring fitness app RunKeeper was wise and how to leverage it. 3) Whether launching lifestyle sub-brands Onitsuka Tiger and Asics Tiger was wise and how to market them versus the main brand. 4) An evaluation of whether ASICS is on track to achieve its 2020 goals. The case study analysis is due on October 18.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    106 views1 page

    201809151404251 (1)

    Uploaded by

    falguni
    The document provides instructions for a case study analysis on ASICS, a sportswear company. Students are asked to analyze: 1) Recommendations for ASICS' marketing mix regarding product lines, channels to market, and communications. 2) Whether acquiring fitness app RunKeeper was wise and how to leverage it. 3) Whether launching lifestyle sub-brands Onitsuka Tiger and Asics Tiger was wise and how to market them versus the main brand. 4) An evaluation of whether ASICS is on track to achieve its 2020 goals. The case study analysis is due on October 18.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 1

    Marketing Management (GBA513:001)

    Case Study #1 “ASICS: Chasing a 2020 Vision”

    Due: Thursday, October 18

    1. Read the assigned case.


    2. In the case analysis, include the discussion about the following:
    1) The company is considering changes to the marketing mix of the core ASICS
    brand. What would you recommend going forward on issues such as:
    a) Product line (e.g., introducing mid-tier ASICS running shoes at a much
    lower price point)
    b) Channels to market (e.g., increasing company owned retail stores)
    c) Communications (e.g., changing the current ad campaign of “Want it
    More” and discontinuing sponsorship of the NYC marathon)

    2) Was it wise for ASICS to acquire the fitness app RunKeeper? How can the
    company best leverage this new digital asset?
    3) Was it wise for ASICS to launch the lifestyle sub-brands Onitsuka Tiger and
    Asics Tiger? What is the most effective approach for marketing these sub-brands
    vis-à-vis the main ASICS brand?
    4) Do you think the company is on the right track to achieving its 2020 goals?
    Critically evaluate.

    You might also like