Competitive analysis

From the mapping, we can see that ASICS’ two main competitors are Nike and Adidas. Nike and Adidas also have a substantial influence on the market. Both are referred by Forbes (2019) as the ‘retail giants’ of their market. The two competitors have a similar product offering to ASICS and use comparable marketing techniques: motivational and inspiring campaigns. The brands, including ASICS, adopt a holistic approach to marketing, utilising both above the line and below the line strategies to maximise their business potential.

Nike: Product: Shoes, apparel, sports equipment and sports accessories. Price: Vertical integration pricing (economies of scale.) Promotion: Social media, campaigns, event sponsorship, athlete sponsorship and student discounts. Place: Nike online store, retail outlets (Nike town/flagships) and retailers. USP: Nike air.

Adidas: Product: Shoes, apparel, sports equipment, body fragrances and sports accessories. Price: Lower than rival, Nike, yet competitive. Promotion: Social media, campaigns, event sponsorship, athlete sponsorship and student discounts. Place: Physical stores (flagships), online and wholesalers (e.g. Footlocker) USP: Design, style and quality.