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Marcus Dutton Michael Hjorth Kai Wang

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 a sports division after acquiring a majority stake in the golf equipment maker MacGregor from Jack Nicklaus.

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Marcus Dutton Michael Hjorth Kai Wang

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  1. Marcus Dutton Michael Hjorth Kai Wang

  2. History • The company began life as a tobacco manufacturer and distributor, Amer-Tupakka, in 1950. • 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 1999. • 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.

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

  4. 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 .

  5. 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.

  6. Weaknesses • Strong sporting competitors • Limited sports equipment provided • Little marketing done • Not many retail stores

  7. Opportunities • More celebrity endorsements • Commercials • Strong brand equity/loyalty

  8. References • http://www.amersports.com • http://en.wikipedia.org/wiki/Amer_Sports • http://www.suunto.com/suunto/main/index.jsp • http://www.atomicsnow.com/index.php?id=2&L • http://www.precor.com/ • http://www.salomonsports.com/ • http://www.wilson.com/wilson/home/index.jsp

  9. Thank you

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