Brooks Sports: Competing against the Giants
商品編號：9B16M150
出版日期：2016/09/27
再版日期：2016/09/27
商品來源：Ivey
商品主題：Entrepreneurship; General Management/Strategy; International Business
商品類型：Case (Pub Mat)
涵蓋議題：diversification strategy;focus strategy;blue ocean strategy;competing with giants
難易度：4 - Undergraduate/MBA
內容長度：16 頁
地域：Japan; United States
產業：Arts; Entertainment; Sports and Recreation;
事件年度：2014
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?
教學手冊：8B16M150;
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