Marcus Dutton Michael Hjorth Kai Wang. History The company began life as a tobacco manufacturer and distributor, Amer-Tupakka, in 1950. In 1986 Amer established.

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Presentation transcript:

Marcus Dutton Michael Hjorth Kai Wang

History The company began life as a tobacco manufacturer and distributor, Amer-Tupakka, in In 1986 Amer established a sports division after acquiring a majority stake in the golf equipment maker MacGregor from Jack Nicklaus. In 1989 Amer acquired the Chicago-based Wilson Sporting Goods Company, a leading producer of golf clubs, racquets and other sporting equipment, marking a major change in strategy for the company. Further acquisitions followed in the shape of the Austrian ski manufacturer Atomic in 1994 and the Finnish sports instrument maker Suunto in In 2002, Amer expands into fitness equipment by acquiring Precor Inc. In 2005, Amer acquired the outdoor sports company Salomon from Adidas for €485 million. In the same year, the company officially changed its name to Amer Sports Corporation.

Target market adults and children women and men winter and summer indoor and outdoor individual and team

Strengths Amer Sports provides equipment, technical apparel and footwear for a wide variety of athletic activities. Amer Sports is a year-round, full-service supplier. Amer’s sales companies have experience and specialized expertise for lots of sports Amer Sports sales organizations operate in 33 countries around the globe. First-class customer service and reliable, efficient and timely supply chain management.

Brands Wilson The world's leading manufacturer of racquet and team sports equipment and one of the world's leading manufacturers of golf equipment. Atomic One of the world's leading manufacturers of winter sports equipment for alpine skiing, cross country skiing and snowboarding. Suunto The world's leading manufacturer of sports instruments, most notably wristop computers, diving instruments and compasses. Precor A full-line supplier of technically advanced, premium-quality fitness equipment for the commercial and home markets. Salomon is a significant player in action & outdoor sports equipment and is well-established in technical apparel and footwear.

Weaknesses -Strong sporting competitors -Limited sports equipment provided -Little marketing done -Not many retail stores

Opportunities More celebrity endorsements Commercials Strong brand equity/loyalty

References

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