Nike’s challenges………………………………………………………………….14 5. Prospects of Nike to 2012………………………………………………………...16 References…………………………………………………………………………...18 Nike Report: 1998-2008 1. Introduction “If you have a body, you are an athlete.”---Nike co-founder Bill Bowerman. Nike is the world leader in the sports footwear, apparel and equipments fields, and Nike has the biggest sports market share and the most developed sports equipment technologies. Furthermore, Nike adds fashion elements in the sportswear and that make Nike become the most popular brands among youths.
However, Nike has managed to find ways to innovate their products and to provide a range for various different price points to cater for different demographics. This shows that the company is versatile in its product offering, whilst also remaining relevant as the industry leader. The new Flyknit running shoes, the FuelBand wristband and the Dri-Fit clothing technology are all innovative and are applicable to different products. The Flyknit trainers are very unique where they allow the runner to have a bare foot feel experience, while the FuelBand moves into the new market of wearable technology with a focus on keeping active. The FuelBand allows the user to connect it to their smartphones and to compete against their friends to give a competitive side to always moving and being active.
Under Armour’s vision is to become the world’s leading performance athletic apparel by pursuing the mission of making “… athletes better through passion, science, and the relentless pursuit of innovation” (n.d.). Problem Identification The following section provides a detailed analysis of the competitive environment in the sportswear industry using Porter’s Five Forces Model. The aim is to determine the attractiveness of the sportswear industry as well as forces that will have a significant impact on competitors’ strategies in the future. Rivalry- High Risk The sportswear industry is a very diverse and highly competitive industry. Big companies try to capture the whole market, whereas small businesses target a specific niche.
Nike “Jordan Brand” A Marketing Plan By Amy Strickland email@example.com For MGT305 – Marketing Fall 2013 – Dr. Lorraine Powers EXCEUTIVE SUMMARY _____________________________________________________________________ Blue Ribbon Sports was an athletic apparel and footwear company that was founded in 1964 by Phil Knight. Phil Knight and Bill Bowerman, a legendary track coach created Nike with the intent of designing quality shoes for athletes. In 1972, Blue Ribbon Sports officially changed its name to Nike, Inc. By 1979, Nike had already managed to outsell Adidas, which is one of Nike’s main competitors. Nike has continued to maintain its popularity and also continues to build a solid clientele of professional, collegiate, and recreational athletes. The continued durability of the product, tasteful designs, large selections, and their continuous effort in creating the highest-quality products is what has kept Nike’s influential reputation alive.
* Impactful marketing strategies attracting consumers to buy Adidas products * Adidas products are available worldwide. * Producer of wide variety of products; sports footwear, Adidas, bags, shirts, watches, eyewear, and other sports and clothing related good. * It has been sponsoring major sports events including Olympics and sports team. Weaknesses * It has been serving limited segment. * High cost structure * Cost structure of company is high Opportunities
But there have some advantage and disadvantage in puma. The first advantage is about product. Puma produces shoes, clothes, sunglasses, perfume leather belts, sport equipment and everything about sports. Inside, the most famous product is shoes. PUMA published the first pairs of “CELL” cushioning soccer shoes in the world.
b. Marketing/Promotion & Brand Management: Under Armour has always taken a keen interest in marketing and promotion. From 2009 to 2015 Under Armour’s marketing budget has doubled from 108 million to 246 million. Like many of the other major sports apparel brands, Under Armour has focused on professional athlete endorsements signing lucrative deals with athletes ranging from Tom Brady to Bryce Harper. To expand its brand awareness Under Armour is rapidly becoming the clothing of choice for many college and professional teams. Just last year the University of Miami made the switch from Nike to Under Armour.
The company plans to build a strong market position in the town, due to the partner’s industry experience and mild competitive climate in the area. LyNae aims to offer it’s products at a competitive price to meet the demand of the middle-to-higher-income local market area residents and tourists. B.) Importance of the Study We all know that everybody love shoes. Because of this the industry of shoe making around the world is still growing and continues to get bigger in the coming up years.
Nike and Adidas Strategies Joyce Powell DR. Jean Fonkoua Bus 508 May 28, 2015 Nike and Adidas Strategies Compare and contrast the promotional strategies used by two different companies for a similar product within the category that you selected. The main purpose of this paper is to compare and contrast the various marketing, by Nike and Adidas, two of the world’s best sports companies. Nike and Adidas are involved in major athletic apparel. According toDermesropian, Drage, Grigaite and Lopez (2004,p.15) Nike focus on innovation and emphasis on their research and development department in order to be profitable in the long run and they do their best to produce footwear, apparel and athletic equipment that reduce or eliminate injury, help in athletic performance and maximize comfort. Nike operation in the USA, Asia Pacific, Europe, Middle East, Africa and the American regions trying to reach as many customers as possible.
With more than 44,000 employees across six continents and with their mission “to harness diversity and inclusion to inspire ideas and ignite innovation”, Nike is an organization that conducts both domestic and global marketing. In this situation, it is inevitable that Nike is influenced by environmental factors much. Let’s start with this example to see what happened in Nike’s history: Nike had introduced its "Air" line of basketball shoes in 1996 with a stylized, flame-like logo of the word Air on the shoe's backside and sole.Yet, there was a problem. Arab-American groups thought that the way “Air” was written on the shoe looked too similar to “Allah” written in Arabic. Nike recalled thousands of shoes, covered the logos with patches and the shoes made their way to the outlets.