...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 8.0 List of references 14 9.0 Bibliography 17 List of figures: ...
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...Japanese football, on both club and national level. Japanese football has yet to make much of an impression on the world stage, despite Hidetoshi Nakata's having made his mark with Perugia and Roma in Italy's Serie A. The general perception however is that Japan is new to football and not very good at it. In fact, football has a long history in Japan. Football reached Japan within ten years of the foundation of the Football Association (FA) in London in 1863, with matches taking place between some English teachers and their pupils in Tokyo and among Western sailors in Kobe in 1871. The officially recognised date for the birth of football in the country is in September 1873 with a game at the Naval Academy in Tokyo Bay organized by a British officer, Archibald Douglas, and his men. The amused Japanese spectators assumed it was a version of kemari, an ancient Japanese ballgame connected with the Shinto religion. The first competitive match in the country is reputed to be the 1888 game between the Kobe Regatta and Athletic Club and the Yokohama Country and Athletic Club, a rivalry that continues to the present day. It was not until 1921, however, that the Japanese Football Association (JFA) was established. After reports reached London of the All Japan Schools Soccer Tournament held in Osaka in 1918, the English FA magnanimously dispatched a replica of the FA Cup as a gift to the fledgling footballing cousin . There was no equivalent Japanese football organization to receive it...
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...Intercultural Project Brazil is a county located in South America and has the fifth highest population in the world. According to geert-hosftede.com, one of the biggest differences between the U.S and the Brazilian culture is the individualism. In the United States, individualism is practiced 91% compared to Brazil with 38%. People in the United States think more as “I” compared to Brazil which think and act more as “we”. In Brazil, power distance is practiced a lot because all the individuals in the society are not equal. Also, the power holders have more benefits than the less powerful in the society. In Brazil the power distance is 69 compare to the United States with 40. When it comes to masculinity, the score of Brazil is 49 and the United States 62. Reading with scores the United States is more driven to success, achievement and competition and Brazil has a lower score. For long term orientation, the United States scores lower than Brazil with 26 and Brazil scores is 44. This being said, Brazil takes more pragmatic by encouraging thrift and efforts in modern education as a way to prepare for the future compare with the United States. According to geert-hofstede.com, “At 76 Brazil scores high on UAI – and so do the majority of Latin American countries. These societies show a strong need for rules and elaborate legal systems in order to structure life. The individuals need to obey these laws, however, is weak. If rules however cannot be kept, additional rules are dictated...
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...INTRODUCTION Hosting World Cup is an opportunity that no country contemplates of when thinking of global narratives. This event has traditionally been considered a privilege of developed countries, but this has changed in the recent past as evident by the fact that developing countries have been given the right host this international competition. For instance, South Africa hosted the 2010 World Cup and Brazil the 2014 World Cup. Notably, there has been intense competition between nations to host World Cup. Many countries have vowed to invest billions of dollars in order to increase their chances of being elected to host such mega event. Why should countries compete to host this event? There could be numerous reasons why a number of countries are keen on hosting World Cup, but the most compelling is the promise of an economic and social windfall. Soccer is one of the sports which people tend to identify themselves with. It has gained popularity owing to its impacts on the players, followers, states and other stakeholders. Currently, the game is estimated to have the highest number of followers than any other sport. Due to its vast effects, Soccer World Cups have gained popularity in the past two decades. For the previously held World Cups, great focus has been on social and economic effects. There numerous articles that have been written about the positive and negative effects of World Cups especially to the host countries. Before the 2010 World Cup in South Africa, it...
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...CONTENTS KEY FINDING 1: WHY SOCCER PLAYER WAGES CAN INCREASE KEY FINDING 2: COMPARISON BETWEEN HOURS OF WORK WITH DOCTOR AND SOCCER PLAYERS KEY FINDING 3: STATISTICS OF PROFESSIONAL SOCCER PLAYERS EARNING IMMESE AMOUTN OF MONEY CONCLUSION Introduction: The purpose of my research project is to answer the question ‘To what extent does the average soccer player deserve to get paid a high salary compared to other careers with emphasis on doctors?’ In order to answer this question thoroughly I have approached it by gathering sources from different ways eg survey, websites and interactions with professional coaches and a doctor. This report here will outline the key findings that should be be taken into account and...
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...interest in which he has attained greatness. One is only regarded as a great when he has reached the pinnacle of success in his area of interest. On the other hand good is a quality possessed by a fairly larger amount of society in comparison to those who possess greatness. Good is a quality that requires an individual to uphold ethically sound qualities in relation to society’s norm. An individual who demonstrates characteristics such as integrity, honesty, humility and etc is classified as a good individual. There is a clear distinction between both the qualities. It is irrelevant that a man needs to be good in order to be considered a great. A great man may be a good person in his own terms, living a life within boundaries created by himself, like superman in Nietzsche’s words. On the contrary, another man may be deemed good by society living under the oppressive boundaries that society has set for him. Not living his life to its fullest but living a life to meet the terms of society’s goodness. In the words of Nietzsche, “Great men, like great epochs, are like explosive material in whom tremendous energy has been accumulated.” (explain the quote) (potential to go array, possible backlash in terms of morality, ego mania ets) One such great icon would be world-renowned footballing hero Diego Maradona. Considered to be one of the greatest footballing legends of all time Maradona has got his fair share of ethically sound and unsound actions, which rank him amongst highly controversial...
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...6: Analysis 3 - Economic Impact of Sochi 2014 Winter Olympics 16 Positive Impact 16 Negative Impact 18 Chapter 7: Analysis 4 - Economic Impact of FIFA 2010 World Cup, SA 20 Positive Impact 20 Negative Impact 21 Chapter 8: Analysis 5 - Economic Impact of FIFA 2014 World Cup, Brazil 23 Positive Impact 23 Negative Impact 24 Chapter 9: Overall Critical Analysis of Mega Sporting Events 26 Olympics 26 FIFA World Cup 29 Chapter 10: Challenges in Calculating Economic Impact 31 Chapter 11: Conclusion 34 References 35 Chapter 1: Introduction Hosting a sporting event, and that too a mega-sporting event is considered to be a proud moment in the history of any country. It is hard to provide a clear and well defined meaning for the term mega-event, as its difference from a normal event is not just dependent on the number of actual participants. It needs the fulfillment of many different factors for an event to be categorized as a mega event. As per (Hiller, 2012)[1], mega events are generally short term, one time events, which are high profile in nature and are usually hosted by an entire city. Thus, a similar type of mega event can keep rotating among different cities of the world, after a fixed period of time, which ultimately serves to heighten its importance and associated...
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...From the 9th June until 9th July, 2006, Germany held the 18th FIFA World Cup invited 32 participating nations with 3.36 million attendees. Some researchers (Bernstein, 2008) expected that there would be more than 40,000 women be trafficked to fulfill the increase demand of prostitution during the World Cup. Before and during the World Cup, German government merged with local authorities pursued a series of measures positively to prevent the possible sexual exploitation. Two main campaigns ‘Final Whistle-Stop Forced Prostitution’ and ‘Red Card for Sexual Exploitation and Forced Prostitution’ hold by different NOGs also been supported by the European Parliament and other international organizations. Statistics regarding THB during the World Cup are not publicly available yet. However, the BKA is currently collecting data and information on behalf of the German states’ Criminal Police offices and NGOs (Dreher, Cho, & Neumayer, 2013) . Another campaigns involved in the IOM, the MTV Europe Foundation, Sida and the World Childhood Foundation improved Public Service Announcement directly provided hotline information for anonymously report. “An increase on the demand side for sexual services during a major global sporting event, whatever the country, will inevitably attract traffickers who will see an opportunity to turn a quick profit,” says IOM head of Counter Trafficking Richard Danziger (2006). Additionally, international organizations included the ILO, UNICEF and Amnesty...
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...London 2012 Olympic Games Case Study Synopsis of Strategic Issues and Problems: For the 2012 London Olympic Games there are a number of important organizations involved. Understanding who they are and what role they play is important to understanding the responsibility relationships and the fiscal relationships related to the Games. The International Olympic Committee (IOC) is the parent non-profit organization responsible for selecting the host city, establishing contractual guidelines, and managing the copyrights, trademarks and other assets of the Games. The London Organizing Committee of the Olympic Games (LOCOG) is entrusted with the responsibility of managing the 2012 Games. The Olympic Delivery Authority is the 2012 Games authority responsible for providing the infrastructure for these games. This includes the stadia, venues, transportation infrastructure, and the housing complex to feed and house the athletes, officials, and staff. Paul Williamson, Head of Ticketing for the 2012 London Games, works for the LOCOG. His challenge is to establish a pricing plan for the Games’ tickets and ensuring the venues are filled with fans to enjoy the summer Olympic Games. This is no small challenge. In order to understand the scope and magnitude of the ticketing responsibilities, it is important to understand the Games’ revenue sources and the magnitude of those sources. Five (5) primary revenue sources will exist from the London Games. They are television broadcast rights;...
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...man could. Understanding this, women were never considered to be apart of sports or activities that may involve the two qualities strength, stamina. A number of studies (Harris, 2005; Messner, Duncan & Jenson, 1993; Vincent, 2004; Rowe and Brown, 1994) discovered that in relation to female athletes most media coverage was for their looks rather than their athletic ability and skills. However the men were evaluated on the skill of the sport while women became the object to observe. Compared to the pictures taken of men and women, the men’s pose’s were more athletic were as the women’s picture would be focused on a sexual pose. An example of this in 2007 the members of the Australian women’s world cup soccer team posed naked for a men’s magazine and in 2011 the German national soccer world cup women’s team posed naked in playboy, both teams stated that they did this to promote there sport. Was this really necessary to get the attention ‘to promote the sport’ or did it just make the attention go on to what the athletes look like not what they can do? ( pic 1. Women’s gridiron, USA, ‘lingerie league’) Female athletes have had to embrace the media’s sexualization to emphasize their femininity and gain publicity and money. The coverage of sports media is male dominated. 92% of sports coverage is on male athletes, while only 5% is focused on women’s athletes, with the remaining 3% for by gender-neutral topics ( C, M 2015, MEDIA COVERAGE AND SEXUALIZATION OF WOMEN IN SPORTS). The...
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...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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...Brazil’s Economy In 2001, Brazil was viewed as one of the up and coming, fastest growing economies in the world. In fact, Jim O’Neill wrote a paper titled, “Building Better Global Economic BRICs”, which is about the emerging economies in the world. The acronym BRIC represents: Brazil, Russia, India, and China (Smith). These global leaders have lived up to expectations and have grown at a much faster rate than the rest of the world. They have been able to lift millions of people out of poverty, including 40 million in Brazil alone. Will Brazil continue to be part of the BRIC in years to come? A 2010 Goldman Sachs report predicted by the year 2030 the BRIC countries would account for an astounding 41% of the world’s market share (Smith). But we now see that those predicted numbers are very far from certain. Many believe if Brazil does not improve some of its problems plaguing its society, the BRIC could easily become the RIC group. Without the necessary changes being made, Brazil’s annual compounding rate of 4.4% could be washed away. Recently the GDP numbers show their industrial output lingering around recession numbers. It is also predicted that the Brazilian economy will grow less than the U.S. economy this year (Rapoza). Brazil was originally able to secure its spot in the fastest growing nations in the mid to late nineties by bold privatization and economic liberalization policies by then president Fernando Henrique Cardoso. Cardoso’s successor, “Lula” da...
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...IJBER Volume 1, Issue 1 (January, 2013) International center of Science Education and Academic Research for Scholarswww.isearchscholars.com 63 Abstract Brand image is an important consideration for any of the firm or company operating inhyper competitive business environment. In this study, brands chosen for comparison areNike, Adidas and Puma with respect to the actions and strategies adopted by them inorder to 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...
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...Research Goal The main goal of doing a project on AMBUSH MARKETING is to know that how it take advantage of situations which allow brands/products to get extra exposure at minimal cost. Research Objectives 1. To examine the unethical issues in the advertising industry. 2. Determine the need of Ambush Marketing. 3. To analyze the measures of Ambush Marketing. 4. To study whether Ambush Marketing is ethical or unethical. Research Questions 1. What are the measures to combat Ambush Marketing? 2. Is it ethical for a company to ambush an event? 3. Why do brands with excellent reputations get into this? Research Methodology The methodology of the study includes study of library references and latest literature on the various educational sites, and compilation of the secondary data and information obtained from various journals. My research methodology will be doctrinal as well as non-doctrinal in nature and therefore data will be collected from both primary and secondary sources. The method of research would be deductive as conclusion would be drawn after the analysis and interpretation of data collected ------------------------------------------------- CHAPTER 1 ------------------------------------------------- UNETHICAL PRACTICES IN ADVERTISING INDUSTRY The field of advertising is extremely broad and diverse. Advertising is a form of communication intended to persuade the viewers, readers or listeners to purchase or take some action upon...
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...WINTER 2006 VOL.47 NO.2 Paul N. Bloom, Steve Hoeffler, Kevin Lane Keller and Carlos E. Basurto Meza How Social-Cause Marketing Affects Consumer Perceptions Please note that gray areas reflect artwork that has been intentionally removed. The substantive content of the article appears as originally published. REPRINT NUMBER 47212 PDFs s Reprints s Permission to Copy s Back Issues Electronic copies of MIT Sloan Management Review articles as well as traditional reprints and back issues can be purchased on our Web site: www.sloanreview.mit.edu or you may order through our Business Service Center (9 a.m.-5 p.m. ET) at the phone numbers listed below. To reproduce or transmit one or more MIT Sloan Management Review articles by electronic or mechanical means (including photocopying or archiving in any information storage or retrieval system) requires written permission. To request permission, use our Web site (www.sloanreview.mit.edu), call or e-mail: Toll-free in U.S. and Canada: 877-727-7170 International: 617-253-7170 e-mail: smrpermissions@mit.edu To request a free copy of our article catalog, please contact: MIT Sloan Management Review 77 Massachusetts Ave., E60-100 Cambridge, MA 02139-4307 Toll-free in U.S. and Canada: 877-727-7170 International: 617-253-7170 Fax: 617-258-9739 e-mail: smr-orders@mit.edu How Social-Cause Marketing Affects Consumer Perceptions A market research technique called conjoint analysis can help managers predict what kind of affinity...
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