Mizuno Usa Inc’s Segmentation and Target Market

Mizuno USA Inc.’s Segmentation and Target Market

Mizuno USA, Inc. is a child company of Mizuno Corporation, which started in Osaka, Japan in 1906. Mizuno USA, Inc. was formed in 1988 and is currently located in Georgia, where they manufacture and distribute sports equipment, apparel, and footwear. The company aims for golf, baseball, softball, running, track & field and volleyball athletes and enthusiasts. We will focus on the running shoes segment of their vast portfolio of sports-related products.

Market Segmentation within the Industry

Mizuno USA, Inc. is the child company of Japan's leader in sporting goods. It intends to win a bigger share of the current sports market in the US through the addition of new labels to their apparel line such as Breath Thermo and Arctic Touch. These additions assure that body temperature will be regulated to help maintain athletes dry. Mizuno USA focuses on several sports markets, such as golf, baseball, softball, running, volleyball, and track and field within the sports goods and apparel industry.

The company has sponsored some elite athletes in all different disciplines over the years to help position the brand. They support their corporate philosophy of "Contributing to society through the advancement of sporting goods and the promotion of sports." An example of this effort is their continuous sponsorship to Japanese Major League Baseball player, Ichiro Suzuki.

This paper will focus only on the running shoes market segments. Since the running shoes industry demand is shifting to a preference for specialty products. These must providnge higher quality, dependability, and technology based advancements regardless of the proficiency level of the runner, the individual’s criteria within market segments are becoming less strict in regards to pricing. This effect has yielded a higher growth rate at running specialty stores, whereas sales at mall-based stores remained flat by the end of 2013.

Market Segments

The main market segments within the running shoes industry are: elite, keeping fit, daily comfort, and fashion. All segments are well served by Mizuno USA, Inc. as the company provides different styles to fit the needs and wants of each of these market segments. In an attempt to cluster in the non-elite market segments, Mizuno USA, Inc. launched the Mezamashii Project. Mezamashii means brilliant in Japanese and the objective of the project was to educate runners as to what means to have a brilliant run. The competition is this industry is chaotic with companies such Nike, New Balance, Saucony, and Brooks with a strong market presence in all four segments.

Elite Segment Market. Refer to professional sports people, athletes competing at the highest tier of sports events. The individuals within this segment will focus