Case study - College of Business Introduction to Marketing BUS-310-002 ASICS Chasing a 2020 Vision(Case Study By Ghalya AlSuwaidi ID 201400203 Spring

Case study - College of Business Introduction to Marketing...

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College of Business Introduction to Marketing BUS-310-002 ASICS: Chasing a 2020 Vision (Case Study) By: Ghalya AlSuwaidi ID: 201400203 Spring 2017
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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 
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