Course Hero Logo

Athleisure is also expected to grow in the chinese

Course Hero uses AI to attempt to automatically extract content from documents to surface to you and others so you can study better, e.g., in search results, to enrich docs, and more. This preview shows page 12 - 15 out of 24 pages.

Athleisure is also expected to grow in the Chinese market; in this reasoning, the companyfeatures local celebrities in improving brand image. Onitsuka Tiger, which is the current focus inChina, will be kept higher by opening more stores in the major cities. ASICS plans further toincrease the value of brands in their own retails stores focusing on high-end products. Since e-commerce is more advanced in China than in the USA, it is vital to support e-commerce in chinaby increasing customer contacts and expanding sales through partnerships with more competitiveaccounts like T-mail. Finally, in fields that do not relate to running, the company is in a rolledplan schedule to attain benefits and collaborations with external partners. The utilization ofventure capital to promote digital technology in products and survive and establish partnershipswith competitive digital accounts will earn more customers.BudgetingApplying the Chattered Institute of Marketing (2010) guidelines, 5.1% of the titlerevenue, the ASICS approximately uses 5.1% of its total revenue on marketing. 2019 financialreport shows that the company recorded a turnover of Japanese yen 798 billion.TurnoverBudget PercentagePercentage Budget Total
13¥798,000,000,0005.1%¥19,600,000,000The budget is then broken down into different facets of marketing strategy. The ASICS mayconsider several options when estimating their marketing budget. These options include;arbitrary methods, affordable methods, objective parity methods, objective and task methods, andsales method percentage. The company, however, resolves on the percentage of sales method toestimate marketing method. However, this sports company gets more than 700 billion Japaneseyen worth of revenue every year, and it spends 5.1% of net sales revenue on marketing.ObjectivesCommunication objectives are created to move a customer; the strategies must bepowerful enough to create awareness of the market's products, attract interest, the consumer'sdesire, and the ultimate action to buy the product. AsPickton &Broderick 2005 put it, there ismassive importance of clear and precise marketing communication objectives. This enables anorganization to evaluate the impact of increased or loosed marketing strategies on the company'srevenue aspect. According to Pickton &Broderick 2005:''the clearer the marketing communications objectives and strategy, the easier it is todetermine media objectives and allocate budgets among the media classes, to select themedia and subsequently schedule and buy the media.''The clear objective of marketing the company enlightened during the 2018 marketingstrategy is the sole source of improved revenue realized by the company. Increased websites andmedia platforms engaged the potential consumers gaining their trust in the company’s branditems. The continual engagements resulted in the creation of interest and each potential user'slove to feel part and parcel of their passion for sports by purchasing the company's items.
14

Upload your study docs or become a

Course Hero member to access this document

Upload your study docs or become a

Course Hero member to access this document

End of preview. Want to read all 24 pages?

Upload your study docs or become a

Course Hero member to access this document

Term
Fall
Professor
NoProfessor
Tags
Marketing, ASICs

Newly uploaded documents

Show More

Newly uploaded documents

Show More

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture