...comparing the strategies of two companies from the same industry. The strategies of Nike and Adidas have been compared from the textile industry. Nike and Adidas both specialize in footwear, apparel and accessories and their competition is intense as Nike is the market leader and Adidas is the market challenger. The topics in this assignment cover critical incidents of both Nike and Adidas that occurred in the past and the comparison between both their strategies as well their future plans. This assignment shows us the influence the strategy has on the success or failure of companies and how companies craft sustainable strategies that help them to retain their position in the market. Table of Contents Page 1.0 Introduction 1 2.0 Literature review 1 3.0 Backgrounds of Nike and Adidas 2 3.1 Company overview of Nike 2 3.2 Company overview of Adidas 2 4.0 Critical Incidents that occurred in the past 3 4.1 Critical incidents that affected Nike 3 4.2 Critical incidents that affected Adidas 5 5.0 Comparison of the strategies of the companies 8 5.1 Strategies of Nike 8 5.2 Strategies of Adidas 9 5.3 Comparison of the strategies of Nike and Adidas 11 6.0 Future plans of Nike and Adidas 13 7.0 Conclusion 14 8...
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...511-060 Nike Football: World Cup 2010 South Africa Nike Football revenue had grown from $40 million in 1994 to more than $1 billion in 2008. In just under 15 years, it had reached a sales level that took some of its competitors over 50 years to achieve. Although not the end goal, the 2010 World Cup was another unique moment in time for Nike to create separation between the company and its competitors. Edwards knew he had to seize this opportunity and pull his team together to deliver a campaign focused on delivering innovative products and compelling consumer experiences. Creating deep consumer connections during the World Cup would be vital for fueling continued growth for Nike football in the years ahead. Football and the FIFA World Cup Some people believe football is a matter of life and death . . . I assure you, it is much more serious than that. — Bill Shankly, Scottish footballer and legendary Liverpool Manager1 Football was a game played between two teams of 11 players each, 10 field players and a goalkeeper per team. The game lasted 90 minutes, consisting of two 45-minute halves of running time. It was played with a round ball, on a rectangular grass field (often referred to as the “pitch”) with a goal on either end. Excluding the goalkeeper, the ball was controlled only with the feet, legs, torso and head (the use of hands or arms was prohibited) and the team scoring the most goals by the end of the game was the winner. Football was the most popular...
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...Mekyas Moges 11/18/2013 Sports Marketing Professor Master. Nike World Cup 1. Discuss the factors that have resulted in Nike Football becoming over a $1 Billion division and a major force in the football market. The Nike football brand believed that the only way to seize any kind of opportunity for growth is to first have a product that speaks for itself. Therefore, Nike believed that footwear product innovation should have the most focus. Nike had four steps to product innovation, development, design, marketing and most importantly, testing. The company spent hundreds of millions of dollars to create the right products that the athletes could preform well on. The fact that the 2006 world cup final between France and Italy, an Adidas and Puma team respectively, had 12 of the 22 starts still wearing a Nike shoe is a testament to the quality of the Nike products. Once Nike became a proven brand. It needed to find ways of reaching fans in unconventional ways because the Advertising rights were already bought out from Adidas. But, Nike saw how international players from South America and Asia were moving to European leagues and the game was about to transform from a “scoring matters” culture, to a “getting past your man is just a good” culture. This played well with Nike’s sponsorship with the Brazilian National team who were well known for their stylish way of playing football. Nike piggybacked this niche in the market to bring a new edge of football that promoted individual...
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...Positioning in a market strategy is all about the company, competitors and consumers. An effective marketing strategy creates a distinct and desirable position by meeting consumers’ needs and offering consumers a product that differentiates from the competition. Nike Football’s marketing strategy focuses on creating competitive advantage through product differentiation. The company creates value by meeting consumers’ need for products that ensure performance excellence. Characterized by innovative and high performance traits, Nike’s products, offer performance improvements and individuality allowing customers to choose the right shoe according to their game style. Marketing activities such as creating the “Swoosh” logo and the “Just Do It” campaign have also helped the company defined its brand and create brand equity. Faced with the launch of a new boot, the Mercurial Vapor Superfly II Elite, Nike must find the right fit between the company, competitors and consumers in order to obtain a competitive positioning advantage and successfully launch the new boot. Nike is the market leader in product differentiation when it comes to football shoes. With its most recent innovation, the Mercurial Vapor Superfly II Elite, Nike offers football players the latest in performance technology. To understand the product’s sources of competitive advantage it is important to identify the value created at the following different product levels: the core product, the actual product and the augmented...
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...Nike Presentation of Facts Surrounding Case Background on Football and the FIFA World Cup: Football (Commonly known as Soccer in the U.S.) was and still is the most popular sport in regards to viewership worldwide. In 2006 it was estimated that the sport of football was played by more than 265 million people, and continuing to grow (These estimates were up from 2000, estimated 42 million). Profession leagues exist throughout the world and the most popular teams were in Western Europe. The history of modern day soccer dates back to 1863, although there was early evidence of soccer being played as a sport in China between the 2nd and 3rd centuries BC. In China, it was mentioned that people dribbled leather balls by kicking it into a small net. Recorded facts also support the fact that Romans and Greeks used to play ball for fun and leisure. (Jetzen, 2013). Background of Nike: Co-founded by Phil Knight (former University of Oregon Track Athlete) and Bill Bowers, initially under the name Blue-Ribbon sports in 1962. After a business relationship ended with their overseas manufacturer, they changed the name in 1972 to what is now known as Nike. In 1975 Nike signed its “first” of many big name athletes in Steve Prefontaine. A local University of Oregon track athlete who at the time who held every known track record from the 2k to 10k meters. (Please note that ultimately, Steve Prefontaine was #1 in his sport as this has meaning throughout the case to Nike’s overall strategy). By...
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...Project Ambush MARKETING Programme: PGDM/Term-II/Sec-B Batch: (2011-13) Course Title : Marketing Management (MM-I) Course Code : C-203 Submitted to: Prof. Subhamay Panda By: Name : Anumita Adhikari Roll No. : 11DM066 Name : Spandan Mitra Roll No. : 11DM076 Name : Kaibalya Prasad Mallick Roll No. : 11DM086 Name : Wasim Akhtar Roll...
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...enhance and strengthen their brand image. These are the top 3 sporting brands of the world. Nike is at 26 th position; Adidas is at 62 nd while Puma has just entered at 97 th position in top 100 brands ranking list published in Year 2009 as best global brands byinter brand dot com. Nike and Adidas are in the world's top 100 brands list for last somany years. All of these three brands are growing brands and consistently movingupward in that list. As per the year 2009 figures published by interbrand.com and otherbrand rating agencies/bodies, the brand values of Nike, Adidas and Puma are $13,179millions, $5,397 millions and $3,154 millions respectively. This study has identified thekey steps and strategies adopted by the decision makers of these brands which resulted inthe strong brand image for them. Moreover, those areas were also identified whichrequire the improvement particularly by comparing Puma with Nike and Adidas. Keyword s: International brands; Nike; Adidas; Puma; Marketing. 1. Introduction Brand Image for any brand is built by many different factors which includes brandawareness, brand associations, brand loyalty, perceived quality and so on. All of thesefactors mainly depend upon the activities with respect to integrated marketingcommunication i.e. brand message, brand ambassadors, sponsorships, partnerships, brandrelationships, brand communities, brand extensions etc. Nike, Adidas and Puma havebeen examined considering these...
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...ADIDAS AND NIKE Nike and Adidas are two the largest sportswear companies of nowadays. They are the giants in the sportswear industry, which always introduce innovative products, in order to become the ultimate market leaders. Nike is an American multinational corporation, which produces footwear, clothes, equipment and other active sport items (Feifer 2014). The company was founded in 1964 by Phil Knight and Bill Bowerman. Nike uses specific method of advertising, which differentiates it from other sports companies; it creates motivational short videos, which promote sport and inspire people to stay fit. Hence, making an accent on sport, but not sportswear, Nike attracts customers in nonintrusive manner. In 2013, the total revenue of the company was $25.3 billion (Hall 2005). Adidas is a German sportswear company founded in 1924 by Adolf Dassler (Frenkel & Scott 2002). As well as Nike, Adidas focuses mainly on various types of sportswear, such as shoes, clothes, equipment and so on. The feature of Adidas manufacture is providing specific equipment for different kinds of sports, like tennis, baseball, basketball, skateboarding and cricket. The company’s total revenue was €14.49 billion in 2013 (Greeley 2014). Nike and Adidas offer similar services to clients; nevertheless, none of them have received the irrevocable advantage yet. Hence, each company has its own large audience of clients, which find something they like in a chosen sportswear provider. The analysis of...
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...Leading 2 3.4 Controlling 2 4. Analysis & Conclusion 2 5. Recommendations 3 6. References (at least 5 references) 3 1. Introduction Nike is the world’s leading athletic footwear, equipment, apparel and accessories company. Nike dedicates to inspire every athlete to reach his or her best potential. Nike’s co-founder, Bill Bowerman saw many possibilities that human could achieve through sports. Nike believes in “bringing inspiration and innovation to every athlete in the world”. Nike also believes that as long as as you have a body, you are an athlete. Bill Bowerman and Phil Knight founded the company in January 1964 as Blue Ribbon Sports, and it became Nike, Inc officially in May 1971. “Nike markets its own products under its own brands, as well as Nike Golf, Nike Pro, Nike+, Air Jordan, Air Force 1, Nike Dunk, Foamposite, Nike Skateboarding, and subsidiaries including Brand Jordan, Hurley International and Converse.” (Nike, Inc) As of today, Nike has employed more than 44,000 people worldwide. And in year 2010, the brand alone was worth $10.7 billion, which makes it the most valuable brand among the industry. (Schwartz, 2010) The aim of this management report is to focus and analyze solely on Nike regarding its current attractiveness in the athletic apparel industry and to provide recommendations if Nike should continue its business expansion. 2. SWOT Analysis Strengths | Weaknesses | 1. Global BrandNike is a brand that is known worldwide, and...
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...EXECUTIVE SUMMARY NIKE INC. In an effort to become one of the world’s leading designers, marketers, and distributors of athletic footwear, apparel, equipment, and accessories, Nike Inc. started with two visionary men who transformed themselves into one of the top selling brands in the athletic shoe industry. Through taking chances and understanding customers needs, Nike Inc. has established a large market position and strong brand equity. Nike Inc. understood early in its history that aligning its products with top athletes like Tiger Woods, Lance Armstrong and Michael Jordan, would propel the Nike brand to the very top. Nike also fostered endorsements with both individuals and associations like the NFL. Nike also takes into consideration the impact of giving back, having a positive Corporate Social Responsibility and being environmentally conscious. At the same time Nike experienced setbacks due to their dependence on third party manufacturers and having limited control. Nike Better World CSR Campaign targets smaller waste output (carbon footprint) and paying closer attention to the way their products are being manufactured (labor force) helping Nike to get back in good standing with consumers. Because, the market for sporting goods is intensely competitive, it is important for Nike to realize that it is not just the young “hip” generation that is going to keep them on top. The older “Baby Boomers” can help them to succeed too; this generation is known for...
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...Citations…………………………………………………………………………………………13 PART I: DESCRIBE TWO PUBLICLY TRADED BUSINESS RIVALS 1. What two publicly traded business rivals is this paper about? Give their Corporate addresses. Describe the businesses in which they compete against each other. What industry are these businesses competing in? Nike Inc. and Adidas AG are the two largest and arguably well known sportswear companies in the world. Both companies compete against one another in the numerous industries including the athletic footwear industry. Nike Inc. is in itself the world’s largest athletic footwear supplier, holding an astonishing 50% of a 20 billion dollar global industry (S&P, 2010) and 40% of the US market (IBIS, 2010). Nike powers its massive lead on the market with innovative technology and product creation often bringing all new ideas and offerings to the market before any other. Nike Inc. describes their principle business activity as “the design, development and worldwide marketing of high quality footwear, apparel, equipment, and accessory products” Nike earned 2009 revenues of $19,014,000,000, netting $1,906,700,000 in profits (Nike 10-K, 2010). Nike boasts an extremely lucrative stable of world renowned endorsers. Those endorsers include Tiger Woods, Michael...
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...action or behaviour is considered acceptable or appropriate.” In this case we are dealing with the world renowned company Nike. Nike is one of the worlds must recognisable and popular sports brands with the ‘swoosh’ logo becoming a worldwide symbol. They are the “world’s leading supplier of athletic shoes” but this has not come without any controversy. By the end of this case study you can evaluate whether or not you think Nike is an ethical organisation. Nike’s use of sweatshops and child labour signalled global outbursts, with Activists even creating the “swooshtika”, a swastika made up for Nike “swoosh” logos. Their ethical background could have been said to be non existent and their reputation for profit maximisation at all costs was having a detrimental effect. Nike was being “targeted due to the fact that they were the world’s best selling brand and they in complete denial about any malpractice in which they took no responsibility for the operations that took place in sub contracted factories in third world countries.” Nike were trying to cut costs by setting up manufacturing factories in countries that labour costs would be minimal, so that they could increase their bottom line. Although the protests were loud, gathered momentum and their exploitation of child labour was made public, did this stop people buying their products? This is a factor that Nike had to weigh up. Nike had a poor track record of CSR. In the late 1990s it was “linked to wage abuse, child labour and...
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...January 4, 2013 The Nike Corporation was started in the 1960’s under the name of Blue Ribbon Sports by Phil Knight and Bill Bowerman. Knight, a University of Oregon coach, was determined to make running shoes lighter and better. In 1979, the Nike brand was formed and opened its first retail store in Santa Monica, California. They continued over the next few decades to grow to one of the largest athletic footwear and attire stores in the world. However, as we all know, with the growth sometimes comes aches. Nike was expanding so quickly internationally that they began finding themselves in different countries facing numerous allegations ranging from poor work conditions to child-labor law violations. In fact, in 1998, Nike was starting to become “synonymous with slave wages, forced overtime, and arbitrary abuse” (The Nike Controversy, 2010). In 2009, there were allegations that Nike was violating child labor laws after opening a plant in Pakistan. There were accusations that Nike had young children in their plant making soccer balls. Although Pakistan does not have laws prohibiting children from working and, in fact, most Pakistani parents believe their children should work to help the household, it is a well-known fact that the United States has child labor laws and many people were upset at Nike’s acceptance and use of the children in their Pakistan facilities. Also, in 2009, Nike began having economic problems just like almost...
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...Case Analysis – Nike Shifts With Its Environment 1. From what you can tell by reading the case, in addition to other information you know about Nike, how has each element of the company’s microenvironment contributed to its development of the new stores and their innovative features? λ Nike+: With Nike+, runners can measure their exercise time, pace, energy consumption, etc. Meanwhile, these data can be uploaded to a dedicated community of runners named nikeplus.com. Thus, runners can get professional training advice, or share their experience with others. This move brought a lot of benefits for the Nike. By helping runners do exercise training, Nike can build brand intimacy and professional degrees, while analyze consumers based on data gathered through online community nikeplus.com. It can be said that with the joining and growing of Nike + product, Nike has clearly positioned himself not just the sports apparel company, but also a "good partner of movement" in the true sense. λ NikeiD: With the popularity of the Internet in the United States, Nike began to try building a brand on the network as other companies. In 1999, Nike introduced the NikeiD website where products can be customized. Consumers can choose their favorite colors and materials, finally make their own products, and are able to get finished within a month. Soon NikeiD’s sales broke $100 million. In 2007, Nike continued to offer NikeiD Studio, which made customized concepts from online to off line. (Beaverton)...
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...Anya M. Williams Professor Wanda Hardy MGT304 April 24, 2014 Sustainable Development By offering quick-and-easy places to recycle materials, pick up a reusable shopping bag and more, Target is working to make an even bigger impact. They unveiled recycling kiosks in each of their stores, giving guests an easy way to recycle cans, glass, plastic bottles, plastic bags, MP3 players, ink cartridges and cell phones right in their local store. The goal of the program is to extend their company recycling efforts, and so far, the program has kept thousands of tons of recycled materials from landfills. Being a retail leader in smart development means enhancing communities, neighborhoods and surrounding areas by revitalizing business districts, attracting additional services and designing to the neighborhood. For example, Target takes steps to protect and preserve water resources and the surrounding habitats on and near their property using conservation easements. When Target can, they also clean up and redevelop landfills and other brownfield areas, giving them new lives as sites for their stores. Target is making an effort to re-work previously developed sites and retail spaces. Approximately one quarter of their stores are located in space that was once used for another purpose. Using water more efficiently is an important way Target support their communities, so Target designs and builds their stores with water-saving features, such as plumbing fixtures that cut their water use...
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