Asics Marketing Report: SWOT, PESTLE, Competitor & Consumer Analysis

This report provides a comprehensive marketing analysis of Asics, a Japanese multinational corporation specializing in sports equipment. It includes a SWOT analysis, identifying the company's strengths, weaknesses, opportunities, and threats, and a PESTLE analysis, examining the political, economic, ...Read More

Marketing
Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
CONCLUSION................................................................................................................................8
Reflective log...................................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing refers to the process under which the business organisation has used different type of
tools to stimulate the demand of the public towards the companies product and services.
Marketing is one of the most important aspect of the modern day business because of the
competition present in the market. The level of competition are very high in market where the
number of companies are operated their business in the same industry. This report is based on the
marketing aspect of the Asics. This report states SWOT and PESTL analyses. It also states brief
discussion related to the competitors and market analyses of the company. (Van Esch, Black and
Ferolie, 2019)
About the organisation
Asics is a Japanese multinational organisation under which the company offers different types of
sports material and equipments to their customers. The management of the organisation has
provide shoes, Shirts, hoodies and many sports equipments. (Carah and Brodmerkel, 2021)
TASK
SWOT Analyses
It refers to those framework under which the company has analysed their strength, weakness
opportunity and threats. The brief discussion related to SWOT analyses of Asics are given
below:
Strength Weakness
 One of the most biggest strength of the
Asics is their innovation framework.
 The management of the company has
sponsored many team and players
which is their strength.
 The management of Asics has
diversified product range which is very
difficult to maintain and focus.
 There are some countries where the
culture of sports are not available so it
is not possible for the management to
operate in these countries.
Opportunity Threat
 The expansion of company in emerging
markets such as South Korea,
 The increase in the competition are the
greatest threat which the company has

Argentina, Turkey and many more are
the important opportunity for business.
 The increasing level of digitalisation
and innovation are also a great
opportunity for the business.
faced.
PESTLE analyses
Factors Description/ Analyses
Political The US china trade war has very negative impact on the business of Asics
because United States is the desirable market for companies product.
Economical The government of the emerging markets where the company operated
their business has increased their investments in sports activities which
positively impacts on the business.
Social The trend of customers are shifted towards the health for the promotion of
their health which can increases the sale of the company.
Technological The technological advancements helps the organisation to develop
effective features in the product. There are different activity tracking act
ivies are developed.
Legal The management of Asics has makes many patents of their product so that
no the organisation cannot copy the features of company's product
Environmental The preference of the customer in the market are shifted towards the eco
friendly business so it is the duty of the managers of the organisation to
develop these measure in management.
Competitors analyses
It refers to those analyses under which the business organisation has analysed their
competitors present in the market. Under this process the management of the organisation has
analysed that what strength and weakness posses their competitors and which strategies they are
following in their business. One of the most important advantage of this analyses is that it

protect the company from the malpractises of their competitors and helps them to achieve
competitive advantage. (Balducci and Marinova, 2018)
The management of the Asics has operated their business in sports equipments and their
business operation are spread in different countries of the world. There are many competitors are
present in the market which the company has to deal in international market such as Nike, Under
Armour, Reebok and Puma. These companies are regarded as the giants of sport equipments
market because these organisations hold major part of the market.
Perceptual map is a visual presentation which reflects the position of the brand among
their competitors inn the market. It is very helpful for the company because it helps the
organisation to develop effective and efficient strategies for their business.
The above picture shows four quadrants under which all the competitors the Asics are
positioned. Asics lied in the first quadrants along with the Reebok,Puma and other. This
quadrants shows that the brand has high performance and the company demand high price for
their product.
The management of the Asics has diversified range of sports equipments in their product range.
The management of the organisation generally targets the athletes and those people which are
more conscious about the exercise to promote their health. Company has provided various shoes
which are more comfortable for the athletes and fitness freek customers. (Kumar, 2018)

The management of Asics has charge premium price for their footwear because they maintain
high quality and performance in their shoes. There are number of features and qualities are
present in the footwear which is developed by deep research and management spend huge funds
in these research which in result to increase the cost of the product.
Consumer Analysis
It refers to those analyses under which the organisation has conduct effective and critical
analyses of their customers so that they develop effective strategies for their business.
Segmentation
It refers to those process under which the management of Asics has divide all the market in small
segments on the basis of different factors such as age, class, gender and many more. The
management of Asics has developed a segment of low and high income buyers. (Ketter, 2018)
Targeting
It is related to those process of the organisation under which the management has choose the best
segment from the existing segments developed by them. The management of Asics has targeted
those males and females which are having high income so that the company has achieved high
prices of their products.
Positioning
It reefers to set the image of brand on the mind of targeted buyers with the helps of different
marketing tools and tools. The product of Asics has targeted the athlete so that the organisation
has organised many events like Marathon of Boston and many more. Under these companies, the
management of organisation has reflects the features and technologies present in their shoes in
these events. (Wirth, 2018)
The desired target market markets of the Asics are United states, Australia and North
America. The management of the company has operated well in these nations and their market
share are also very effective in these countries of high income of peoples.
Consumer perceptual mapping
Name of customers Price or quality Frequencies of
purchase
Preference to spend
income
Martin This customer has
preference of quality
instead of price of the
The number of
purchase of this type
of customer are not
They are ready to
spend any amount on
shoes to get the best

shoes more than 15 in year quality.
Guptil This customer prefers
price in place of the
quality of the product.
The frequency of
purchase of this
costumer are more
than 25 in year.
The income of this
customer are low so
they are not ready to
spend more amount,
The management of Asics has target first type of customers because they have quality product
range which they want to positioned in high incomes buyers. (Rust, 2020)
Marketing mix
Product :- The management of has operated business of sports equipments in their product range
under which the company offers Footwear, T-shirts, Hoodies and other sports wear. The main
feature of the company product is that it quality product in their range.
Price :- The management of the Asics has followed premium pricing policy in their business.
Under this policy company only targets those buyers which are having high income and charges
high price for their product.
Place :- The management of the company most operates their business United States, Australia
and north America. The markets of these nations huge range of high income buyers which is
beneficial for the organisation.
Promotion :- Under the promotional strategy, Asics has organised different types of athletes
events. Under these events the speaker of the company express the feature with practically apply
them.
Recommendations
 It is recommended to the management of Asics that they use different online marketing
tool such as social media for the advertisement of their product. This help the company to
increase their customer base because these online tools has huge.
 It is recommended to the management of the organisation that they develop effective
expansion policy in the organisation so that the business has achieved growth in the
market. (Hanson and Kalyanam, 2020)
CONCLUSION
It is concluded from this report it is important for the management of Asics to develop online
framework in their organisation so that the growth can be achieved in the market. This report

concludes SWOT and PESTL analyses and also concludes brief discussion related to the
competitors and market analyses of the company.
Reflective log
It is related to those framework under which the individual can reflects their personal experience
in any topic or aspect. A specialised model is used to demonstrate this reflection called Gibbs
model of reflection and the brief discussion related to the same are given: \
Description
It was our class when my teachers allotted this project to me along with my friends. It is an
interesting project under which I need to conduct specialised research on topic and developed
report and presentation on the project. There is also reflection has to write by me.
Feelings
At the time when teacher alloted this project to me, I find myself a little hesitation and less
confident. One of the most important reason for this hesitation is that I never does this type of
project anytime in my life. In the early stage of this stage I request my teacher to replace this
project and said them that I am not able to do that project. One of my came and said that I
should do this project I have an ability to complete this project. She told me that it will become
the life changing moments for me because many skills can be developed in me while doing this
project. Due to their respect I accepted the project and start research, in the beginning many
difficulties are happened with me but I never stop try. As time goes all the problems becomes
solved. After the completion of this I am able to say that I can these types of projects again
because this project has developed effective skills and confident in my personality.
Evaluation
As all the aspect of life this project also has both positive and negative aspect in this project.
There are many positive aspect of this project are present such as it helps to develop the level of
confidence and communication In my personality. The negative part of this type of project is that
it makes the person in hesitation and develops anxiety in them. One of the most biggest negative
impact of this project is that it demotivated the person if they are not able to conduct deep

research. Me and my team has performed in this project but one of our team member failed to
complete this project because of the lack of skills.
Analyses
There are many reasons which become the reason for the difficulties of this project. The brief of
this project are not clear and not command all the Information. I have to face many difficulties
while doing this project.
Conclusion
I have learned different types of skills from this project such as communication skills,
interpersonal skills and many more. The level of knowledge are increased of me because of the
research conducted by me.

REFERENCES
Books and Journals
Hanson, W.A. and Kalyanam, K., 2020. Internet marketing and e-commerce.(Student ed.).
Thomson/South-Western.
Rust, R.T., 2020. Outside-in marketing: Why, when and how?. Industrial Marketing
Management, 89, pp.102-104.
Wirth, N., 2018. Hello marketing, what can artificial intelligence help you with?. International
Journal of Market Research, 60(5), pp.435-438.
Ketter, E., 2018. It’s all about you: destination marketing campaigns in the experience economy
era. Tourism Review.
Kumar, V., 2018. Transformative marketing: The next 20 years. Journal of Marketing, 82(4),
pp.1-12.
Balducci, B. and Marinova, D., 2018. Unstructured data in marketing. Journal of the Academy of
Marketing Science, 46(4), pp.557-590.
Carah, N. and Brodmerkel, S., 2021. Alcohol marketing in the era of digital media
platforms. Journal of studies on alcohol and drugs, 82(1), pp.18-27.
Van Esch, P., Black, J.S. and Ferolie, J., 2019. Marketing AI recruitment: The next phase in job
application and selection. Computers in Human Behavior, 90, pp.215-222.
Kadekova, Z. and Holienčinova, M., 2018. Influencer marketing as a modern phenomenon
creating a new frontier of virtual opportunities. Communication Today, 9(2).
Berkowitz, E.N., 2021. Essentials of health care marketing. Jones & Bartlett Learning.