Contents
This paper answers the following questions on the case study - - 1) What are the issues in the case?
- 2) What was the background and context of the 2020 vision for ASICS?
- 3) Was it wise for ASICS to aquire the fitness app RunKeeper? How can the company best leverage this new digital asset?
- 4) 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-vis the main ASICS brand?
- 5) ASICS 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
- b) Channels to market
- c) Communications
- 6) Do you feel the company is on the right track to achieving its 2020 goal?
- 7) What the risks associated with your recommendations and how do you propose to mitigate the risks?
- 8) Please prepare a case summary that highlights key marketing principles as reflected in the learning outcomes and how they were applied to the case?
Description
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