...Unit 1 Case Study - NIKE Samantha Eubanks Columbia Southern University Abstract The following case study will focus on the global brand of Nike. First, we will take a look at how Nike was created, and the foundation they have based their brand. The study will then delve into how Nike’s marketing strategy has proven successful, had a negative impact, and may have proven risky for the company. Lastly, the study will delve into how Adidas may improve their competitive value against Nike. Unit 1 Case Study - NIKE Over the years, there have been many companies that have ventured into the business of dealing in sporting equipment to include athletic shoes, athletic clothing, and athletic equipment. Nike has emerged as one of the leading brands of athletic products since the creation of the brand in 1962. At the time of its inception, Nike was first known as Blue Ribbon Sports and the main focus was “on providing high-quality running shoes designed for athletes by athletes” (Keller & Kotler, 2012, p. 29). A product that began with the creation of “lighter and better” running shoes has transformed into an international brand that is known by the simple image of a “swoosh” (Sanusi et al, 2014). The following sections will answer a series of questions in regards to the brand, and how a rival company may be able to better compete with the marketing campaign of this globally renowned name. What are the pros, cons, and risks associated with Nike’s core marketing strategy...
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...Nike Case Analysis 1 Nike Case Analysis Contents I. Introduction............................................................................................................................................................3 II. Conclusions of Nike Core Marketing Strategy .......................................................................................................3 2.1. Pros: ............................................................................................................................................................3 2.2. Cons: ...........................................................................................................................................................3 2.3. Risks: ...........................................................................................................................................................3 III. Nike Core Marketing Strategy ...........................................................................................................................4 3.1. IV. Core marketing strategies .........................................................................................................................4 SWOT analysis .................................................................................................................................................6 4.1. 4.2. Weakness ..................................................................
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...COHESION CASE: ADIDAS GROUP - 2011 Evaluation of Vision/Mission Statement 1. The Adidas Group strives to be global leader in the sporting goods industry with brands built on a passion for sports and a sporting lifestyle. * Market * This mission component clarify that AG compete with other competitors such as Nike, Under Armour (UA), Callaway Golf (ELY), and the Armani Group. 2. We are committed to continuously strengthening our brands and products to improve our competitive position. * Products or services * In this component of mission statement, Adidas Group has sold three main product groupings to their customers which are footwear, apparel and hardwear. * For example, Adidas even become the major supplier of team kits for international football teams to remain international competitive. 3. We are innovation and design leaders who seek to help athletes of all skill levels achieve peak performance with every product we bring to market. * Technology * Regarding to the component in this statement, it can be seen that the new Adidas product is the Adizero Feather, the lightest everyday running shoe weighing only 160g which enables the athletes to run faster and improve performance. 4. We are consumer focused and therefore we continuously improve the quality, look, feel and image of our products and our organizational structures to match and exceed consumer expectations and to provide them with the highest value. * Customers * Adidas Group...
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...Case 2 – Adidas Brand in the Hand Introduction This case deals largely with mobile and modern advertising. In the case it introduces Adidas’ first experiences with mobile marketing and how it was success. This was due largely to the increase in wireless technology becoming so abundant. The usage of this technology became apparently significant to people in their everyday life and Adidas took full advantage of that by advertising through cell phones (ring tones, applets, etc.) and even through some of the first massive Internet ads. Their ads were so successful they crashed the site. This lent immediate attention to the power of advertising through various and popular mediums. Adidas was one of the first organizations to utilize online advertisements to their potential. They saw trends and reacted upon them. If one looks at exhibit 1, media consumption is based highly on wireless media. Their utilization of online media boosted their awareness extensively, however it is mentioned that their profit margin was slim in some cases. An example of one of their successful campaigns came when they released an applet that allowed one to view live scores. Their projected sales were 30,000, however when they release the product halfway through the campaign they already more than doubled that number. A key fact to note is that Adidas significantly less money on mobile media advertising than in Asia-Pacific or in Europe by roughly $4,000,000,000. Another note is that Adidas...
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...qualify as a distinctive competence ? A/ A distinctive competence : is a competitively valuable activity that a company performs better than its rival, while the three competitive can get there resource such as Fabrics, raw material and cotton, So here among the three companies all of them has the same resource they can get from the same place, which eliminate any competence distinctive could occurs, which means there is no distinctive competence Q:8How does Under Armour's competitive strength compare against of Nike and the adidas Group?Do a weighted competitive strength assessment using the methodology presented in Table 4.4 in chapter 4 to support your answer.Based on you assessment and calculations, dose Under Armour have a net competitive advantage or disadvantage in competing against Nike and The adidas Group? A/ Under Armour is a public company offering of 9.5 million shares of class A common stock that generated net proceeds of approximately $114.9 million. when can see the the average rate of the stock hase increased gradually starting at $13 per share up to $31 per share. another advantage we can consider from these stocks which they are two types of stocks, Class A and Class B both of them has an option to vote within the organization, where these stock was trading in the $72 to $78 range in january 2012, reaching to $102.70 April 2012. Where Under Armour Production line was including...
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... ... “Case Analysis” 1. Background: • Henry Carson founded the company Pacer Athletic shoes in 1970's to serve ... And Marikina Shoe Exchange a Comparative Study Of The Promotional ... Case Analysis When New Products and Customer Loyality ... https://www.scribd.com/.../Case-Analysis-When-New-Products-and-Cust... * Cached * Similar Feb 25, 2014 - If the research shows that customers like the walking shoes, Pacer ... in the market, for instance, based on studies showing that Pacer shoes ... Case Study- Adidas | Laurel Saia https://laurelsaia.wordpress.com/public-relations/case-study/ * Cached Case Study- Adidas ... They have tweeted about their miCoach Pacer, which tracks your pace, distance, heart rate, and also gives you coaching while you are ... When New Product and Customer Loyalty Collide case ... brainfeeder.work/when-new-product-and-customer-loyalty-collide/ * Cached Aug 7, 2015 - The case study “When New Product and Customer Loyalty Collide ... Henry Carson CEO of Pacer athletic shoes is confused after reading a ... Nike Running Pacer Portal – A Work of Substance findsubstance.com/portfolio/nike-running-pacer-portal/ * Cached * Similar The Nike Running Pacer Portal sets out to rethink the business challenges of ... Nike products, the technology behind the products, and what shoe is the best fit ... Case study: EnableSoft Inc | Edward Lowe Foundation edwardlowe.org/casestudy/5898/ * Cached Case study: EnableSoft...
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...Chewens Under Armour Case Study Under Armour is an American sports clothing and accessories company that is headquarted in Baltimore, Maryland. Their mission is to make athletes better and they have stayed true to this mission. They center their brand on the authentic performance category and are constantly in the pursuit of innovation in mobility, temperature regulation, and comfort enhancement. The company’s heavy investment in product research and development has led to their desired results of innovation in apparel and footwear. Their innovation and product differentiation has created a competitive advantage. They are currently on top of the industry when it comes to high quality and comfort. Under Armour offers three variations of its appareal for different weather conditions. They offer HeatGear for hot weather, ColdGear for cold weather, and AllSeasonGear for mild weather conditions. Within these three gearlines there are three primary fit types: compression, fitted and loose. Under Armour’s success has resulted mainly from its sports marketing strategy through sponsorship of well-known, admired professional athletes such as Tom Brady and Stephen Curry. Under Armour has also strategically scored sport team’s sponsorship of many NCAA Division I Universities. This exposure has directly influenced the performance of the company in the market. Nike is the most dominating player in the athletic apparel industry, surpassing Under Armour and Adidas in market share. It is...
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...Video Case 2.1 Starbucks: Staying Local While Going Global Through Marketing Research 1. Students should search an Internet database using the key words “coffee”, “coffee shops”, “coffee consumption”, etc. to identify the relevant data. They should also visit Starbucks’ web site (http://www.starbucks.com). 2. Starbucks can determine the answers to such questions by conducting qualitative research. Both focus groups and depth interviews can be useful. Focus groups can generate new insights and ideas, while depth interviews can uncover hidden motives, values, and beliefs. Using qualitative research, the company found that consumers are looking for a coffee house experience that elevates coffee drinking to an art form and coffee houses to the place where Americans choose to relax and socialize. Through extensive marketing research studies, Starbucks created a place where you can meet and drink good coffee that did not resemble work or home, but fell somewhere in between. 3. Personal interviews at representative coffee shop locations of Starbucks and other chains could be used to determine the image coffee drinkers have of Starbucks and other coffee shop chains. This method offers several advantages: complex questions can be asked; it is very good for the use of physical stimuli; very good sample control; high quantity of data; and very good response rate. 4. Personal observation method could be used at a sample of Starbucks coffee shops where the new coffee is...
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...marketing strategies applied by Nike Air Force 4.1 Challenges Forcing Nike to Focus More on Marketing Sportswear is defined primarily as apparel and footwear made for sports participation, though is now also includes casual clothes worn by people for daily activities (E. Ko, C. R. Taylor, et al., 2012). The sportswear market is one of the most price-competitive markets throughout the globe. Within the UK, items of sportswear are purchased by almost 90% of people under 35 years of age, and by 76% of the population as a whole (Mintel forecasts, 2006). The international sportswear market is worth nearly 41.5 billion US dollars at the wholesale level, with Nike, Adidas, as well Reebok comprising some 14% of this market (Jeroen, 2004) and more details are shown in Figure 1. International Athletic sportswear market: Share by brand in Millions of US dollars (Source: Sporting good intelligence, 2003) 4.1.1 Overview of sportswear industry through Porter’s Five Forces analysis Before the study regarding the marketing strategy of Nike Air Force, it is important to have a clear view of sportswear industry as a whole. Based on Porter's Five Forces model, the general characteristics of the industry can be described in the figure as follow. Based on the analysis, it can be concluded that the sportswear industry as a whole can be characterized as competitive and easy for new entrants. Such truth has raised challenges for existed companies, such as Nike. In addition to that, customers...
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...Video Case 2.1 Starbucks: Staying Local While Going Global Through Marketing Research 1. Students should search an Internet database using the key words “coffee”, “coffee shops”, “coffee consumption”, etc. to identify the relevant data. They should also visit Starbucks’ web site (http://www.starbucks.com). 2. Starbucks can determine the answers to such questions by conducting qualitative research. Both focus groups and depth interviews can be useful. Focus groups can generate new insights and ideas, while depth interviews can uncover hidden motives, values, and beliefs. Using qualitative research, the company found that consumers are looking for a coffee house experience that elevates coffee drinking to an art form and coffee houses to the place where Americans choose to relax and socialize. Through extensive marketing research studies, Starbucks created a place where you can meet and drink good coffee that did not resemble work or home, but fell somewhere in between. 3. Personal interviews at representative coffee shop locations of Starbucks and other chains could be used to determine the image coffee drinkers have of Starbucks and other coffee shop chains. This method offers several advantages: complex questions can be asked; it is very good for the use of physical stimuli; very good sample control; high quantity of data; and very good response rate. 4. Personal observation method could be used at a sample of Starbucks coffee shops where the new coffee is...
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...How state own companies improve their innovation in Germany Contents 摘要 ii Abstract iii 1. Introduction 1 1.1 The Significance of Topic 1 1.2 The Introduction of SOE 1 2. The Situation of Germany 2 2.1 The Conditions of Germany 2 2.2 The Conditions of Companies 2 3. The Informations about Adidas 3 4. Statement of the Problem 3 4.1 2012 "Shackle" Sneakers 4 4.2 Sweatshops and Labor Rights Violations 4 4.3 The Effect of the Problems 5 5. Significance of the Research 6 5.1 The First Point 6 5.2 The Second Point 6 5.3 The Third Point 6 6. Scope and Limitations of the Study 7 6.1 Boundaries of the Research 7 6.2 The Solving Methods of the Issues 7 7.1 Questions of the Research 7 7.2 Objectives of the Research 7 8. Conclusion 8 摘要 葛兰素史克公司中国研发中心副总裁鲁白认为，创新是一种用充满想象力的方法来解决问题的能力。想象力是人类创新的源泉。如何提高创新？正当今时代,科技知识创新、传播、应用的规模和速度前所未有,科学研究、技术创新、产业升级一体化发展态势更加明显。增强自主创新能力是发展科学技术的战略基点,是调整产业结构、转变发展方式的中心环节。我们必须把科技创新作为持久动力,以创新促转型,以转型促发展,大幅度提高科技进步对经济增长的贡献率,加快实现经济发展从要素驱动向创新驱动的转变。 关键词：企业创新能力 技术创新 科技创新 基础研究 Abstract The vice president of China research and development center of GlaxoSmithKline LuBai thinks: Innovation is skill that use an imaginative way to solve problems. Imagination is the source of human innovation. How to improve the innovation? In this century, technology innovation, spread, the size and speed of the application...
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...Case study NIKE Key concept Key issues What is international Mgt ? what are the key issues ? = 2 Mnagement issues in NIKE study case 1/The key issues are social responsibility = 2/ laso aboput corporate image ..Nike has a problem Cormportae image = magt issue = issue of the CEO responsibility Image of the whole company. If bad corporate image , impact not only on sales, but on more than that. Frontier about MKT & MGT Key question: Agenda afternoon working on case study Principles & rules to make good presentation Don’t read the scream you have to keep contact with the audience You except feedback from the audienc e you adapt your message to the audience Defin your objective = planning If you don’t’ know how to defione your objective, you’re lost Yearbook = objective = givce a good image of the MIM students to employers We want to biuild opur self estime when you see your achievement Participate in building your self estime Confusions between the goal and the ways the reach the gaol! If you don’t know where you are going, you can-t reach it. Objective = iompress the audience Breing a circus, fireworks, schow… The objective will define 5” to present the agenda = During the poresentation , Money refund = remboursement Us = if you don’t help me to make money, good bye. No focus in one area Watch for active listening Watch carefully, if boresd it they agree, Right posture Show that you are an...
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...Assignment You have been provided with a case study of NIKE (see Appendix 1). In your case report, identify three or four Marketing Challenges covered in this subject and address how those challenges can be met using the principles developed in this subject. Please ensure to use academic in-text references adequately to support your suggestions. Report writing format should be used Important Instructions 1. Assignments must contain proper citations and referencing using the Harvard style referred to in the AIB Style Guide, that is: a. citations (or in-text references) of quoted and paraphrased materials to support your arguments/comments, and b. a reference list relating specifically to your in-text references. 2. Your grade will be adversely affected if there is no/poor citations and/or reference list, as referred to above. 3. Assignments of this nature normally contain between 6 and 12 relevant references from different sources in the reference list. 4. All references must be from credible sources. Journals sourced from the EBSCO Host library (see Online Library User Guide on the next page) should be used first, then books, company documents and other media. 5. You are encouraged to make use of the AIB online library which can be accessed through the AIB website. 6. AIB checks assignments with anti-plagiarism software. Please carefully check your assignments before final submission to ensure that all quoted and paraphrased materials are properly cited and referenced...
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...brands like Adidas, Puma, Reebok, CA etc. brands are becoming prominent here. In case of Nike, BATA is the only authorized shop in Bangladesh. But due to its high brand image Nike can operate directly in this country and acquire market share. For this reason, we conducted this research to find out the possibilities of Nike in this country. 2. Objective: To conduct this study we had these objectives on our mind to achieve: -To identify the existing condition and competition in sports brand market - To have knowledge about BATA store and its involvement with Nike - To acquire knowledge about Nike and its image on consumers and competitors mind - To identify the probable advantages and disadvantages of Nike entry in Bangladesh 3. Methodology: This study was carried out in several steps. Following methodology was adopted to fulfill the objectives:- * Primary data collection: We collected majority amount of data by primary data collection method. It includes BATA store visit, Different shop visit, consumer survey and competitor survey. We conducted 80 consumer survey, 10 competitors and sports shop survey. * Secondary data collection: In the secondary data collection method, we followed online research, website visit, e-mails etc. 4. Limitation of the study: We faced below limitations to conduct our study: - Time duration - Lack of support from the shop owners and competitors - Political unrest Detailed report 5. BATA AND NIKE 5.1. Imported Nike categories...
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...towards Sports Shoes (A Case Study of Nike) Dissertation in “International Marketing”, 20 Swedish credits (30 ECTS) Author: Srungaram Narsimha Vamshi Krishna Supervisor: Venilton Reinert Professor: Svante Andersson S.S.No. 810609-3035 Contents Pg No. 0 Acknowledgement Abstract 1. Introduction and background 2. Purpose of the study 3. Literature review a. Types of consumer’s buying decision behavior b. Complex buying behavior c. Dissonance d. Variety 4. The buying decision process a. Introduction of buying decision process b. The buying decision process c. Evaluation of alternative d. Purchase decision e. Post purchase behavior 5. Theoretical frame work a. Consumer involvement theory 6. Consumer behavior models a. Introduction and Intergradations of three models b. Hierarchy needs of consumer behavior model c. Consumer behavior model d. Lens model 8. Nike’s Introduction (Nike’s Case Studies) a. Financial performance b. Employees c. Contract factories d. Nike branding 9. Methodology of the Study a. Introduction b. Method c. Types of research d. Research approach e. Population and sample f. Instrument to collect the data g. Research validity and reliability 10. Analysis of the study a. Graphical analysis 3 4 4 8 8 10 10 10 11 10 10 11 11 12 12 12 12 14 14 15 16 18 19 19 20 20 20 21 21 21 21 22 22 23 23 24 26 1 b. Empirical analysis qualitative part c. Empirical analysis of quantitative part d. Over all analysis of the study 11. Suggestions and Findings...
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