Please answer the following (in a Case Study / written paper format): Remember, do NOT use bullets. You can break your pa

Please answer the following (in a Case Study / written paper format):

Remember, do NOT use bullets. You can break your paper into sections as shown below. The questions are prompts to help you focus on key areas of the case and provide analysis accordingly.

• • Do not use any outside research whatsoever. 
  • All research is contained within the case PDF. Please provide your own, original analysis. 
  • Read the case study PDF: Asics: Chasing a 2020 Vision in order to complete this assignment.

1. Strategies:
   • Analyze Asics proposed strategies that were under consideration
   • At a high-level, why were these considered opportunities? 
2. Customers:
   1. Elaborate upon Asics target customer segments and which new segments were they seeking to gain appeal
   2. Why was it important to look beyond serious / marathon runners alone?
3. Company & Competitors:
   • Examine Asics’ position  in the marketplace along with their product line. (Exhibit 3 may be helpful)
     • Look at Asics portfolio of brands
     • Into what product areas are they looking to expand and what are the challenges?
       
       • Do mid-tier products appeal to different segments?
       • What are the pricing challenges? 
   • Examine Asics key competitors – How did Asics compare to its competitors?
   • Where were there gaps in the brand, positioning and/or product line? Were these risks or opportunities?
4. Proposed new direction:
   • Given your analysis so far, has Asics made the right decisions in terms of product line and positioning?
   • What is the role of DTC and how does it make sense to their future plans?
   • What is Asics plan for a new brand?
     • Does their brand make sense in light of the new direction they wish to achieve (customers, products, market position and so on)?
     • Have they differentiated and done so to the degree needed to compete?
     • Does their new product line and strategy align with their brand 
   • What are the potential upsides (or downsides) of the RunKeeper acquisition? 
     • Does it appeal to the right customers?
     • How might this work or possibly fail?
     • Does it make Asics more competitive and how?
5. Risks
   • Given your analyses, should Asics be doing anything differently?
   • What are 2-3 major risks you’ve uncovered to their strategy or new direction?
6. Recommendations
   • Provide at least 2 (or more if you choose) recommendations for Asics to succeed based upon ALL your analysis above and the case study. 

• REQUIRED EXERCISE (BEFORE YOU WRITE): Perform a brand pyramid analysis of Asics using the case document. Use bullet points – this is an EXERCISE and NOT a written analysis. You may use a drawing or do this via text. A brand pyramid has been added so you can see the visual. Your analysis should mirror your work from the discussion board assignment as follows: (REMEMBER TO USE CASE EXHIBITS TO SEE IMAGES)

• • • • SALIENCE (Category)
        • At first sight or contact with the brand what do most customers perceive or think of Asics?
        • Describe needs this general category fulfills for target segments
        • Recognition – how is Asics recognized and regarded within its category by target segments?
      • PERFORMANCE & IMAGERY
        • Features & Functional – what features do target segments like about Asics and its product(s)? (Remember they are trying to expand)
        • Product Design (elements that we know matter)
          • List product/design and how your brand’s design differentiates and what it communicates
          • What level and type of performance do customers expect?
          • List some points where brand confusion may occur.
            • • (From video: Think Keurig where some customers believe Keurig has instant coffee in their k-cups instead of high quality grounds. The company needs to change this perception. This can also be something the company does well but not enough customers are aware)
        • What type of imagery does Asics use to differentiate and set themselves apart?
      • JUDGEMENTS & FEELING
        • Given Asics’ chosen tagline and branding how does it connect to the judgements and feelings of its target customer segments?
          • What do core customers feel the brand says about them?
        • Emotional Connection – describe the emotional fulfillment target segments receive from Asics
        • Social Connections – what social value does Asics deliver to target segments? (Think Prius and how it allows customers to communicate they are “green” just by driving such a unique looking vehicle) 
          • Remember social media matters here
      • RESONANCE
        • How do die hard users bond with Asics?
        • What are at least 3 levels of deep feeling or connection Asics is seeing with its best customers that it can try and use to resonate with a wider audience?

RULES / Important notes: 

• Do not use any outside research whatsoever. 

• All research is contained within the case PDF. Please provide your own, original analysis. 

• Any use of outside research, discussion with anyone (including classmates) will result in a failing grade

• Case studies are from the perspective of the information in the case. If you know "in real life" what Asics ended up doing you cannot use this information. You are only to use information in the case to perform analysis or make recommendations.

• References should be made to material taken from the case. (if you cite the case, mention the citation as you would any source that is not your own ideas). 
  • Covid-19 / Pandemic impacts on strategy
  • • You will usually be asked to make a minimum 3 strategic recommendations in most assignments. The pandemic is NOT to be a core part of your strategic analysis UNTIL AFTER you have provided 3 examples that examine the business without regards to the pandemic. 
    • IF you choose to make Covid a central point, it will need to be your 4th recommendation (3 recs need to be non-pandemic related)
    • The reason / the "Why": While the pandemic has clearly had global impact, it is vital you learn to analyze businesses, markets and strategies without only looking at the pandemic alone. The pandemic is a somewhat rare event and we want to make sure we exercise other forms of situational and strategic analysis as well. 
    • Grade impact: You will lose as much as a full grade level if your analyses all hinge on the pandemic alone.
  • Sustainability & influencer strategies are a given, mentioning them without research and market insights is the worst form of leadership… therefore they are NOT allowed unless specifically directed. 
    • If you want to use them, ask in advance (email me) and let’s decide if there’s a strategic reason backing their use (feel encouraged to explore)
    • If they are specifically requested then they will be relevant to your answers and encouraged
    • The reason / the "Why": Students have tended to simply use influencers or sustainability as suggested business strategies with no research or data backing them. Analyzing the impacts of sustainability is encouraged IF you are willing to do the research to back it up.
      • If it matters to the business or to you then contact me in advance at lmonty@fidm.edu and let’s vet whether you are strategically applying sustainability. 
    • Obligatory use of “sustainability” or “influencer” will result in points loss - as much as a grade level
    • Never use first person (I, me, myself) in class writings. They will result in immediate loss of a grade level
      • The reason / The "Why": We are here to write as future leaders so let’s "level up" our discourse such that we communicate at the most senior level possible. 
    • SPECIAL TIP: The answer is always…. always… always start with the consumer (namely customer segments) and creating value for them.
      • Value creation is always our goal
      • ALWAYS FOCUS ON SEGMENTS… become "customer obsessed"
      • Remember - demographics are not segments - we want to include everyone who shares the same drive and passion and demographics alone will rarely, if ever, capture those drivers. (see video for more commentary)

AGAIN!!!

• Do not use any outside research whatsoever. 
• All research is contained within the case PDF. Please provide your own, original analysis. 
• Read the case study PDF: Asics: Chasing a 2020 Vision in order to complete this assignment.