University of Wales
M.Sc. in Management with Specialisation in Marketing and Banking and Finance
Aim of Assignment
The assignment has the aim of testing the following learning outcomes:
1. Analyse and evaluate marketing opportunities and threats in the global market environment
2. Develop sound global marketing strategies for products and services and implement global marketing programme based on the strategies
3. Understand global operational issues arising from the implementation marketing programmes globally.
Read the following article and answer the questions below:
Building a brand that transcends borders |
By Reico WongTHE global sports-apparel industry is thriving and looks set to continue growing in the near future, especially in the Asia-Pacific.That is the view of Mr Motoi Oyama, 59, president of leading Japanese sportswear brand Asics. The positive growth forecast for the region is one reason why Asics has been increasingly focusing on the Asia-Pacific in the past five to six years, despite its strong roots in American and European markets.Asics is particularly well-established in the United States. At the end of last year, it gained nearly three market-share points in the running-footwear category to solidify its No. 2 position, according to The NPD Group, a leading global provider of consumer-retail market research.Mr Oyama, who was in Singapore recently for a visit, believes that people in the region are growing increasingly affluent, and are more willing to spend on sports merchandise."Asians now recognise that a sporty life is healthy, and a sporty culture is developing. They are paying more attention to their health," the trim, silver-haired man told my paper."I expect sales in each of the region's territories to continue rising... Asics focuses on authentic high-performance products like running, basketball, tennis shoes and other indoor...