Comparison of strategy of Nike and Adid
Executive Summary:
The purpose of this assignment is to learn about strategy and strategic management by 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
8.0 List of references 14
9.0 Bibliography 17
List of figures: Page
Nike logo 2
Adidas logo 2
Air Jordan 3
Products of Nike in the BCG Matrix 4
Adidas Samba 5
German National Team wearing Adidas in the 1954 football world cup 6
Products of Adidas in the BCG Matrix 6
Copa Mundial 7
Adidas Predator Mania 7
Fig.1) Cristiano Ronaldo 8
Fig.2)
The purpose of this assignment is to learn about strategy and strategic management by 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
8.0 List of references 14
9.0 Bibliography 17
List of figures: Page
Nike logo 2
Adidas logo 2
Air Jordan 3
Products of Nike in the BCG Matrix 4
Adidas Samba 5
German National Team wearing Adidas in the 1954 football world cup 6
Products of Adidas in the BCG Matrix 6
Copa Mundial 7
Adidas Predator Mania 7
Fig.1) Cristiano Ronaldo 8
Fig.2)
Bibliography: Thompson,A.A., and Strickland,A,J.(2003) Strategic Management Concept and cases. 13th edition. McGraw Hills. Kotler,P Websites: (2010) NIKE, Inc (2009) Adidas Group History, [URL:http://www.adidas-group.com/en/ourgroup/history/history.aspx] (accessed: 29 August 2010) (2010) Nikebiz: Company Overview, [URL:http://www.nikebiz.com/company_overview]/ (accessed: 29 August 2010) (2010) Strategy, [URL:http://www.adidas-group.com/en/ourgroup/strategy] (accessed: 29 August 2010)/ Strategy: Adidas, [URL:http://ar2001.adidas-salomon.com/adidassalomon2001/strat_adidas/] (accessed: 29 August 2010) Articles: (2010) Nike plans to be Carbon neutral by 2011, [URL:http://www.environmentalleader.com/2007/05/31/nike-plans-to-be-carbon-neutral-by-2011] (accessed: 29 August 2010)