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College of BusinessIntroduction to MarketingBUS-310-002ASICS: Chasing a 2020 Vision(Case Study)By: Ghalya AlSuwaidiID: 201400203Spring 2017
1. Company MissionCompany mission: Delivering global sports products that connect to customers’ emotions. This mission is determined through the company’s goal of unifying theirproducts globally in order to achieve that connection between the customers’ emotions and the brand name. Moreover, the company is working on this mission through several steps that include their app “Fun run”, which providesdirect interactions with the customers. This step is a part of their main goal, which is globalization and customer connection. 2. Macro-environmental factors that influenced ASICS strategic plan. PoliticalNAEconomic- Sharp downturn in the Japanese economy. Social-cultural-Declining and aging population-Boom in marathon participationTechnological- Advances in technology- E-commerce- Collaboration with Runkeeper appEcologicalNALegalNA3. Micro-environmental factors that influenced ASICS strategic plan. There are four micro-environmental factors that can influence a company. These factors are: final customers, suppliers, competitors, and marketing intermediaries. For ASICS, demand of customers for sport shoes