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SWOT Analysis assessment
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Essay of 20 pages for the course International Marketing at HvA (SWOT analysis)
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SWOT ANALYSISOF
Aulia Lukitasari
500768001
IBL - IL2A
May 2019
International Marketing
Lecturer: Margreet Zaal
1
,Executive summary
This report is made for the subject of International Marketing. ASICS is a Japanese
multinational corporation, and it was started in 1949 with the name Onitsuka Co. In the 70s,
the company merged with two other companies, GTO and JELENK, and formed ASICS
corporation. The company manufactures and sells sports apparel and footwear, and it is one
of the global players in the industry. Onitsuka Tiger is one of ASICS’s brand. This brand is
chosen for SWOT analysis because it is interesting to know how could the brand that once
used to be famous, then being abandoned and killed off, revived it again and now becomes
one of the most important moneymakers for the parent company.
In this report, the author has conducted secondary research by using theories such as the
McKinsey 7S model for internal factors and Porter’s five forces and PESTEL for external
factors. This will help the author to identify and to determine the strengths and weaknesses
as well as opportunities and threats (SWOT) of the brand, the value, brand position and its
potential in the market. Not to mention to answer the problem definition.
The research shows that Onitsuka Tiger is a big potential in the EMEA region even though not
as big as in the Asian countries. The number is relatively small compared to the Asian region
market. However, in recent years, the brand’s popularity has grown due to the increased
exposure in social media. Financially, the brand performs extremely well. The revenue grew
by 12.4% from JPY 39.1 billion in 2017 to JPY 42.7 billion in 2018.
The sports footwear is highly competitive at this moment due to the indirect competitors that
are entering the fashion industry, particularly the luxury fashion brands that also produce
fashionable sports footwear. The Sales and Marketing department, in this case, need to adapt
with the market in the EMEA and invest in the marketing to create awareness locally and
globally through many campaigns or collaborations that could potentially give a strong
presence which later, could lead achieving its target in sales.
2
, Table of Contents
Executive summary 2
Introduction 4
Company Description 4
Onitsuka Tiger 5
Problem Definition 5
Theory & Research Methodology 6
Internal Analysis 7
McKinsey 7S model 7
External Analysis 9
Porter’s five forces 9
PESTEL analysis 11
SWOT Matrix 13
Strategic Issues 14
Recommendation 15
Bibliography 16
Appendix 17
3
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