College of Business
Introduction to Marketing
BUS-310-002
ASICS: Chasing a 2020 Vision
(Case Study)
By: Ghalya AlSuwaidi
ID: 201400203
Spring 2017
1. Company Mission
Company mission:
Delivering global sports products that connect to
customers’ emotions.
This mission is determined through the company’s goal of unifying their
products 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 provides
direct 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.
Political
NA
Economic
- Sharp downturn in the Japanese
economy.
Social-cultural
-
Declining and aging population
-
Boom in marathon participation
Technological
- Advances in technology
- E-commerce
- Collaboration with Runkeeper app
Ecological
NA
Legal
NA
3. 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
