The paper "How Quality Management Ideas Can Be Utilized by a Company" is a brilliant example of a case study on management. The world of sports is mainly defined by a number of common sports around the world whose popularity differs from region to region. Therefore, manufacturers of such sports accessories and sportswear tend to be limited to those regions. However, running and soccer are the most universal sports among them all. Asics, a sportswear making company has given weight into developing sportswear to running and soccer among other sports.
As such, the company has featured well among other established global brands such as Nike, Puma, and Adidas. In running shoes, however, Asics seems to be somehow ahead. Its success is heavily driven by the quality of their products. This thus raises the question of how quality management ideas, in theory, have been utilized by the company. Introduction Asics is one of the most popular brands in the world of sports footwear globally. The company offers footwear in various sports such as basketball, running, racing, volleyball walking among others. This year, the company is celebrating 60 years of existence.
The company was founded by a war veteran, Kihachiro Onitsuka, in 1949 in Kobe, Japan with the main aim of helping the youth to become better members of society through involvement in sports rather than unwanted behavior such as drug abuse and idleness. His inspiration into this project was mainly drawn from the disenchantment of the youth that was necessitated by the war. Many industries had collapsed and the creation of new job opportunities was minimal. On establishment, the company took the name Onitsuka Company Limited.
In 1977, the company formed a merger with the other two companies GTO and JELENK, and thus changed the name to Asics. The name Asics is basically an acronym for the company’ s philosophy borrowed from a Latin saying Anima Sana in Corpore Sano translating to ‘ a sound mind in a sound body. ’ Currently, the company has established branches in the US, Australia Germany, and a number of other minor units. Asics and quality management The company’ s success over the years has been based on excellent quality products and continuous product improvement.
For instance, the company has managed to sponsor award-winning athletes using their products. This has been a very effective marketing tool that reinstates customers’ belief in the company’ s commitment to quality products. As a result, the company has posted impressive financial reports and market share. In Japan, the company controls 50% of the sports shoe market with the global market share expected to be worth US$23 billion by 2014 (NDP). As another strategy, the company segmented markets and specialized the various international units to local sports. This in line with the example laid out by the Toyota company according to Liker (2004) who says that the company’ s growth in the last few decades has been powered by the company’ s ability to have powerful networking and marketing systems adapted to each particular market segment.
While Asics has segmented its market geographically, other segments exist as determined by demographics, income, and the kind of sport involved.
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