Marketing Strategy Module Code: MKT 306 Nike – A report on Nike trainers from Nike Inc. and its market analysis in the UK. Submitted to University of Sunderland Submitted by: BIJAY GURUNG Student code: 109122858 BA (HONS) BUSINESS MANAGEMENT (YEAR 3) WORD COUNT: 3498 (excluding executive summary‚ references and relevant appendices) Table of Contents 1. Executive Summary…………………………………………………….pg.3 2. Introduction……………………………………………………………..pg.4 3. Marketing Audit of Nike
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Adidas: Will Restructuring Its Business Lineup Allow It to Catch Nike? I. CASE OVERVIEW For almost two decades throughout the 1960s and 1970s‚ Adidas became the best-selling brand of sporting goods in the world. Founded in 1920 in Herzogenaurach‚ North Bavarian‚ Germany by Adolph (Adi) Dassler‚ Adidas then well known for pioneering athletic footwear with kind of revolutionary invention in athletic footwear and equipment in which Adi Dassler alone accumulating 700 patents and property rights
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SWOT Analysis S (Strengths) 1. 2. 3. 4. 5. Adidas is a globally know brand name. Produce a high quality products. International Brand awareness and recognition. Popular for sports footwear‚ clothing and accessories. Adidas is the biggest brand in the sport market‚ so it enjoys long term relations with the Olympics‚ FIFA World Cup etc. 6. Diversity and variety in products offered. 7. Adidas is known for its innovative and functional designs. 8. The electronic communication of Adidas is well developed
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1. What is Adidas’ position in the athletic shoe market? How does the brand seem to be doing in this market? Adidas was first positioned in the athletic shoe market as the leading supplier of soccer footwear worldwide. In the athletic footwear market‚ Nike was the leader in the market with 40 percent market share‚ followed by Adidas and Reebok with 16 percent market share. Adidas later expanded its performance footwear line‚ to incorporate fringe sports and most athletic sports in general‚
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SWOT analysis for Adidas 1. For more than 80 years Adidas Group is involved in world of sport at every level. Specifically‚ providing sport people with footwear‚ clothing and great range of accessories. In addition it has a big portfolio of products which are available everywhere in the world. Company concentrates its strategy on strengthening their brands and products in order to improve competitiveness and financial performance. Their portfolio includes such brands as: Adidas - Footwear
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SWOT Analysis Strengths 1. Established brand name – this means that Adidas has already built up a good reputation and it has a large market share within its industry. 2. Good retail links – Adidas has established good links with shops and outlets‚ which sell Adidas’s products. 3. Established worldwide distribution network – this means that Adidas’s products are shipped to a large number of countries. 4. Famous sports stars advertising products – Adidas has a series of football superstars
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Nike’s largest market. Although 61% of Nike’s revenue from athlete shoes and Nike occupies 45 percent of the U.S. athletic shoe market cannot help but be influenced by consumers’ demand to owning another pair of sneakers. Nike is not the only one in suffering from American customers’ new preference with alternative footwear like hiking shoes and leather boots. Adidas and Reebok have experienced a difficult time too. Nike has got a shock and decreased total sales due to the global financial crises
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Principles of Marketing Principles of Marketing TABLE OF CONTENTS TABLE OF CONTENTS INTRODUCTION 3 The Story So Far 3 MARKETING ORIENTATION 3 Types of Orientation 4 COMPETITIVE ADVANTAGE 7 Porter’s five forces 7 Porter’s Generic Strategies 9 The MARKETING MIX 11 Product 11 The Ansoff Matrix 13 BCG Matrix 14 Product Life Cycle 16 Price 19 Nike’s pricing Strategies 20 Price versus Promotion Matrix 21 Price versus Quality Matrix 22 Place (Distribution) 23 Nike -Direct
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employees’ health and safety‚ in addition to Adidas as an organization ensuring that their employees rights are kept. Economical issues within Adidas’s organization are the fact that they provide employment within a variety of countries worldwide; moreover to decrease outlay Adidas has agreed ‘manufacturing contracts’ to other countries. Likewise‚ ‘Labor charges’ to manufacture their products are significantly higher in Germany where the foundation of Adidas was established. Therefore‚ the majority of
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Executive Summary Nike Inc. Peretti Vs. Nike: In January 2001‚ Peretti choose the word Sweatshop’ to be printed in his Nikes. Nike rejected order citing the company’s rules. In retort‚ Peretti order a pair of shoes with a colour snapshot of 10-year-old Vietnamese girl who makes my shoes". With the email exchange between Nike and Peretti being forwarded all over the world‚ it led to a huge PR Nightmare for the organization. All through Mid-1990s‚ Nike has been subjected to negative press‚
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