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Strategic Management

ASICS - a strategic analysis Outline 1. Introduction 2. Market Environment Analysis 2.1. PESTEL Analysis 2.2. Porter’s Five Forces Analysis 3. Sports Equipment Company Strategic Analysis 3.1. Threshold and Unique Resources of ASICS 3.2. Threshold and Core Competencies of ASICS 3.3. Value Chain of Porter 3.3.1. In- and Outbound Logistics 3.3.2. Technology Development 4. Strategic Fit Analysis 4.1. SWOT Analysis 4.2. Conclusion

1. Introduction “Anima Sana In Copore Sano” - this is what ASICS stands for. The harmoniously bond of the body and the mind is the leading philosophy of ASICS since it’s foundation on the 1st September 1949 in Kobe (Japan) by Kihachiro Onitsuka. First under the name “Onitsuka Tiger”, which is still the trademark of ASICS products. After a incorporation between the three companies Onitsuka, GTO and JELENK the ASICS Corporation was set up. Every human who is keen on sports should be supported in his love to sports and his sportive lifestyle by the best products - this aim is reflected in every product which ASICS fabricates and is an important part of the worldwide used statement “sound mind, sound body”. ASICS manufactures and sells sports and leisure goods in all parts of the world. For example in the USA, Europe, Australia (28 other countries) and also has got 19 domestic consolidated subsidiaries and affiliates. The size of

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