identify potential for loss and gains. The athletic footwear industry in the United States is highly profitable and continuously growing. In this paper I will identify market structure of the athletic footwear industry‚ the major retailers‚ and competitive strategies that can be used to maximize profits. History The Athletic shoe industry had its start in 1892 when U.S Rubber company invented Keds and by 1917 they were being mass produced. Over the years the athletic shoe industry in the United States
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http://www.unc.edu/~andrewsr/ints092/clark.html http://www.ehow.co.uk/facts_7571678_footwear-industry-information.html http://www.prlog.org/10315599-new-report-global-footwear-market-athletic-and-nonathleticshoes-available-through-aarkstore.html http://www.123helpme.com/view.asp?id=92646 “Athletic and non-Athletic Shoes” – Packaged Facts 22 CATÓLICA - LISBON
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a Brand in the European Markets. More specifically: a. What criteria do consumers use for evaluating Nike shoes? Are they aware of the Nike as a leading brand in terms of atheletic shoes? b. How do consumers evaluate the various brands of athletic shoes in terms of the choice criteria? Who all are the Major players in the Market? What are their Strengths? c. Are the consumers willing to pay a premium price for high performance shoes? d. What is the demographic and psychographic profile of
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lines b. Expansion into additional product categories and acquisitions * Reebok held 32.2% share of branded athletic footwear in 1987 * UBU- Individuality‚ self-expression 1. Why has Reebok been successful up to this point (in the case)? What are the company’s strengths and weaknesses? They were very successful; they were holding a large share of the athletic footwear market. They kept innovating new things‚ creating a wide range of products and lines. Their biggest weaknesses
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worldwide athletic footwear‚ apparel‚ equipment and accessories. Nike employs both traditional and non-traditional distribution channels in almost 200 countries with primary market regions in the United States‚ Europe‚ Asia Pacific‚ and the Americas. Nike has some 20‚000 retailers worldwide including Nike factory stores‚ Nike stores‚ NikeTowns‚ Cole Haan stores‚ and Web sites which sell Nike’s sports and leisure products. Nike accounts for 33% of the global market share in the athletic footwear industry
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Content Nike Strategic Audit Page 2 Appendix A IFAS‚EFAS‚SFAS Page 10 Appendix B Nike Porter ’s Five Page 11 Appendix C Nike Financial Data Page 14 References Page 19 I- Current Situation A. Current Performance Robust financial position‚ $ 15 billion net Profit (See appendix B). Market share around 47%. 28‚000 employee B. Strategic posture 1. Mission To bring inspiration and innovation to every athlete in the world. 2. Objectives Provide an environment
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TABLE OF CONTENTS Executive Summary…………………………………………………………………….…………p.4 History…………………………..…………………………………………………………………..p.6 Profile of CEO………………….…………………………………………………………………..p.7 Competitor’s Profile………….…………………………………………………………………….p.7 Industry Profile……………………………………………………………………………………..p.8 Company Analysis…………………………………………………………………………………p.9 Industry Analysis………………………………………………………………………………......p.24 Top Competitor Analysis………………………………………………………………………….p.25 Other External Forces……………………………………………………………………………
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market focus‚ sponsorships‚ marketing and advertising‚ price and product. Nike and Adidas are the most popular sporting attires out in the clothing and equipment market. Nike and Adidas offer people and athletes a broad selection of great apparel and athletic equipment. These two companies sell and offer a wide range of products for the customers and the products that is offered is mainly on sportswear for men and women. These companies also provide the customers varieties of footwear such as sports shoes
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Size The size of the athletic training room is 700x700. Football JV (35)‚ Volleyball JV (12)‚ Girls soccer JV (20)‚ Baseball JV (20)‚ Boys soccer JV (20)‚ Softball JV (25)‚ Track (45)‚ Golf (10)‚ Girls JV basketball (10)‚ Boys JV basketball (10)= 207 junior varsity athletes. Manager (1)‚ assistant manager (1)‚ Athletic director (1)‚ Head coach (1)‚ Coaches (2)‚ Student athletes (5)‚ Athletic secretary (1)‚ School nurse (1)‚ Certified athletic trainer (1)‚ Assistant athletic trainer (1)‚ Team physician
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one of the biggest assets that athletic shoe companies as Nike‚ Adidas‚ Reebok‚ Fila can have. Brand awareness always brings a considerable advantage in getting consumer’s attention and making a good place in that shoe market. If a well established brand name effectively mentions the messages of quality and dependability. Thus consumers will automatically go to that brand relying on the image that has been created when they don’t have time to shop around. Athletic shoe manufacturers must balance
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