Ivey Publishing
Brooks Sports: Competing against the Giants
Product Number:
9B16M150
Publication Date:
09/27/2016
Revised Date:
09/27/2016
Length:
16 pages (8 pages of text)
Product Type:
Case (Pub Mat)
Source:
Ivey
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?
Learning Objective:
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.
Issues:
Disciplines:
General Management/Strategy,  Entrepreneurship,  International
Industries:
Arts, Entertainment, Sports and Recreation
Setting:
Japan; United States, Large, 2014
Intended Audience:
Undergraduate/MBA
Price:
$5.30 CAD / $5.00 USD Printed Copy
$4.50 CAD / $4.25 USD Permissions
$4.50 CAD / $4.25 USD Digital Download
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