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

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)