Brooks Sports: Competing against the Giants
(8 pages of text)
Case (Pub Mat)
Brooks Sports, Inc. (Brooks) strove to inspire and promote an active lifestyle through its innovative gear, enabling its customers to run longer, farther, and faster. The shoe company had endured a number of growths and declines in its 100 years of operations. Nearly bankrupt by 2000 because of its attempt to compete with diversified athletic brands, Brooks had finally found a strategy to compete in the sports market. Operating as an independent subsidiary of Berkshire Hathaway Inc., Brooks focused entirely on the niche running market, transforming into a brand that generated over $500 million in 2014. Now Brooks had set its sights on becoming a $1 billion brand by 2020. In the past, few companies had focused on the small but growing running industry; however, with the running market becoming increasingly competitive, would Brooks’s runner-focused strategy carry the company to its $1 billion goal by 2020, or would it be forced to shift back to a diversified approach as the running market became more crowded?
This case is intended for courses in global marketing management, global strategic management, and international entrepreneurship at the senior undergraduate and graduate levels. After completion of the case, students will be able to
- identify diversification versus focus strategy;
- assess strategies to crack well-guarded markets;
- evaluate the blue ocean strategy; and
- discuss the business concepts of competing with giants, customer relationship management, grassroots marketing, and female leadership.
Arts, Entertainment, Sports and Recreation
Japan; United States, Large, 2014
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