Please read the case study pdf and Answer these questions:
The case questions for this week are:
Evaluate the strategic statements in the ASICS Growth Plan 2020. Based on what we discussed last week, is this good strategy?
Which of Ansoffs growth strategies is Mr. Oyama using? Why?
Mr. Oyama must distribute marketing resources across multiple product lines. How would you distribute marketing dollars across the product lines? What product lines would you emphasize and what lines would you give less money? Briefly explain why.
Mr. Oyama must also distribute marketing resources across multiple marketing channels (e.g. traditional advertising, retail outlets, digital media including the app). What marketing channels would you emphasize and what channels would you give less money? Why?
Evaluate the Runkeeper acquisition. How would you make this technology work in the ASICS context? (Note: this question is a prelude to the issue of how to use technology in marketing strategy. We will spend a lot of time on this beginning in a couple of weeks.)