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Baseball Elite Line

Baseball Elite Line. Matt Sheets. History. September 1, 1949- Onitsuka Co. (Kobe, Japan) 1958- Joined brands with Tokyo Onitsuka 1963-Joined brands with Chuo Sangyo 1977-Merger with GTO Co. and Jelenk Co. ASICS- Latin (“ Anima Sana In Corpore Sano) A Sound Mind in a Sound Body. Today.

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Baseball Elite Line

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  1. Baseball Elite Line Matt Sheets

  2. History • September 1, 1949- Onitsuka Co. (Kobe, Japan) • 1958- Joined brands with Tokyo Onitsuka • 1963-Joined brands with Chuo Sangyo • 1977-Merger with GTO Co. and Jelenk Co. • ASICS- Latin (“Anima Sana In CorporeSano) A Sound Mind in a Sound Body

  3. Today • Market in U.S.A, Australia, Europe, and Asia • Shoes- Running, Training, Walking, Volleyball, Track and Field, Wrestling, Tennis, Golf, Soccer, Lacrosse, Field Hockey, Basketball, Cheer • Sporting apparel, Casual apparel, youth apparel, accessories

  4. Market Share • Running Shoes (Global) • Rank 3rd(13.3%) • 1st Nike (46.2%) • 2nd New Balance (17.8%) • 4th Adidas (13.2%) • 5th Reebok (2.3%) • Others: Saucony, Avia, and Mizuno

  5. Market Share • Athletic Footwear (Global) • Asics 5%

  6. Market Share

  7. Market Share

  8. Competitors • Mainly those in athletic footwear market who produce a baseball line: Nike (biggest target) Reebok Adidas Easton Rawlings Mizuno

  9. S.W.O.T. • Strengths) Dedicated to athletes, high-performance shoes, unique, growing shares/sales, low prices, technology • Weaknesses) Small share in athletic apparel, not internationally dominant, lose a lot of shares to Nike, Reebok, and Adidas • Opportunities) Currently baseball season (spring and summer), players want to be unique • Threats) Winter and fall approaching, competitors offering more customization

  10. 2 Year Objectives • Double global market share in Athletic Footwear (to 10%) • Increase our U.S. Athletic Footwear sales to $200 million (from $197 million) • Increase our global Athletic Footwear sales to $925 million (from $920 million) • Gain baseball recognition, gain recognition in sporting apparel field

  11. Target Market Analysis of Asics survey: • Sex) Males • Ages) 16-26 year olds • High-School and College players, fast/seeking light shoes (outfielders, lead-off batters) • Income) Average/ Middle

  12. Product FOCUS ON FOOTWEAR • Unique/ Stylish • Light-Weight • Supportive • Highly Comfortable • Customizable • Affordable Ichiro Suzuki

  13. Price • Based on analysis of competitor (Nike) • Production/ Pair (outsourced most likely) • Labor- $2.75 • Materials- $9.00 • Rent, Equipment- $3.00 • Supplier’s Operating Profit- $1.75 • Duties-$3.00 • Shipping-$0.50 • Cost to Asics-$20

  14. Price • Selling price directly to consumer: ~$70 • Asics makes about $40 • Less sales • Selling price to retailer: $35 • Asics makes about $15 • More sales

  15. Price

  16. Place • Global rollout to U.S.A, Australia, Europe, and Asia (starting with major cities) • Available to all via online store

  17. Promotion • Based on survey of most effective communication

  18. Distribution • Same channels we currently use (tag on) • Direct selling online Based on Fiscal Quarter Financial Statements • Distribute about 60,000 pairs • Multiply by retail cost ~ $2,130,000/quarter for selling and distribution

  19. Time 2012 2013 Mar.-July Feb. Jan. Oct.– Dec. Aug.– Sep. April-July Research and Development Roll out for baseball season, research and development Roll out line for holiday sales Promoting and Advertising Promoting and Advertising Research and Development

  20. Fiscal Analysis Increase in Revenues (baseball season rollout) Current Revenues (prior to rollout) Slight Loss(winter rollout)

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