baseball elite line matt sheets. september 1, 1949- onitsuka co. (kobe, japan) 1958- joined brands...
TRANSCRIPT
Baseball Elite LineMatt Sheets
• 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
History
• 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
Today
• 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
Market Share
• Athletic Footwear (Global)• Asics 5%
Market Share
Market Share
• Mainly those in athletic footwear market who produce a baseball line:
Nike (biggest target)ReebokAdidasEaston
RawlingsMizuno
Competitors
• 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
S.W.O.T.
• 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
2 Year Objectives
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
Target Market
Product
FOCUS ON FOOTWEAR
• Unique/ Stylish• Light-Weight• Supportive• Highly Comfortable• Customizable• Affordable
Ichiro Suzuki
• 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
Price
• Selling price directly to consumer: ~$70• Asics makes about $40• Less sales
• Selling price to retailer: $35• Asics makes about $15• More sales
Price
Price
• Global rollout to U.S.A, Australia, Europe, and Asia (starting with major cities)
• Available to all via online store
Place
• Based on survey of most effective communication
Promotion
Type Percentage Amount
Television 40% $400,000
Magazines 20% $200,000
Online 20% $200,000
Newspapers 10% $100,000
Radio 5% $50,000
Billboards/ Outdoor 5% $50,000
Total 100% $1,000,000
• 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
Distribution
Time
2012
Research and Development
April-July Aug.– Sep.
Promoting and Advertising
Oct.– Dec.
Roll out line for holiday sales
Research and Development
Promoting and Advertising
Jan. Feb. Mar.-July
2013
Roll out for baseball season, research and development
Net Sales Net Income
2012 Rollout Forecast $2,843,000,000 $123,000,000
2013 Rollout Forecast $2,917,000,000 $142,000,000
Change $74,000,000 $19,000,000
Fiscal Analysis
Current Revenues(prior to rollout) Slight Loss
(winter rollout)
Increase in Revenues(baseball season rollout)