In all case the athlete earns more from endorsements than in salary. (Steven J. Jaskson) Gatorade, the US market leader in sports drinks, is a company that understands the advantage of athletes in advertising. They currently endorse players of all types of sports including, baseball player Derek Jeter, former basketball player Michael Jordan, tennis player Serena Williams, soccer player Landon Donovan, and football players
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.
They have a competitive advantage. Being the largest sports drink producer allows them to reach out to many more consumers then others can, and as well have many for manufacturing plants all over the world. With manufacturing plants across the world, Gatorade is able to reduce prices. Gatorade has become the most popular sports beverage. It is widely known and is easily distinguishable among its competitors.
• Summary The UEFA Champions League is the premium European club soccer competition; some say it’s even bigger that the FIFA world cup as a soccer clubs success is measured by the number of champions league titles they have , any soccer fan knows that you can watch soccer at its highest level during this games and that is why companies try to do their best promoting their products during these games and what makes this event so special is that UEFA champions league as it name suggests is a league which goes on for 9 straight months, which makes an amazing opportunity for companies to promote their products. Television channels that have the right to stream the games also make a lot of profit from advertising during the games as 150 million people watched last year’s final, which is a lot more that the number of people who watched the super bowl that very same year. Ford Motors is one of the six main sponsors along Heineken, MasterCard, UniCredit, PlayStation and Gazprom. By sponsoring such an event Ford is able to directly reach its target customers for 9 straight months every year. Since a large percentage of Fords potential customers in Europe are soccer fans and it’s likely that they watch the UEFA Champions League.
2 Situation Analysis Company and Brand Background Converse Inc., incorporated in 1908, has been a provider of athletic and fashion apparel, accessories, and shoes for over 100 years. Even with the development of many athletic apparel brands throughout the century, Converse still remains a very popular brand and important part of American culture and style. The company has the best selling sneaker of all time, selling over 1.1 billion shoes since its establishment (5). Converse was extremely famous and successful until the 1970’s, when other athletic footwear brands emerged and created competition (4). Nike Inc, the current owner of Converse, has also been a popular and recognizable athletic brand since its invention.
The common feature of these multinational corporations mentioned above, at least two or more countries have sales, organization, production plants, distribution center, licensing or subsidiary businesses more than about 25-45% of total imports from the overseas market, raise global pursuing a strategy. However, depending on the country and the society of different laws and social customs vary the number of activities related to corporate management approach. Today I want to cover the case of Nike, the multinational companies are known as non-ethical business practices before. Background There's no doubt that Nike, world's leading manufacturer of sports shoes and clothes, is one of the innovative business model in the world. Nike is the
Question #1: Sourcing Headquartered in Beaverton, Oregon, Nike, Inc. has become the largest supplier of athletic shoes, apparel and sporting equipment in the world. In 2012, Nike reported revenue of approximately $24.13 billion dollars (Schulz, n.d). Nike’s sourcing strategy has traditionally been characterized as vertical disintegration through the practice of outsourcing their manufacturing activities to independent factory owners in foreign countries (Collins, 2010). Outsourcing allows Nike to focus on their core competencies such as marketing and product development (Mongelluzzo, 2002). Nike creates the manufacturing designs and specifications, and their suppliers follow them through the production process.
• Certificate in Personnel Practice Assignment 1 CPP Unit 1 -HUMAN RESOURCE PLAN AND ORGANISATIONAL CONTEXT 2008-2009 XXXXXXXX Introduction to Company X Company X has long been established as the leading UK specialised multiple retailer of fashionable branded and own brand sports and casual wear, principally through the growth of its main retail fascia, Company X. The group now has over 400 stores covering both Sports and branded fashion but it all started when Company X was founded in 1981 with one shop in the North of England. Maximum advantage was being taken from the growth in sales of international sports brands such as Adidas, Nike, Reebok and Puma and the trend to wear sportswear more and more in everyday life rather than largely on sports fields. Additionally, COMPANY X had already developed its reputation as the most innovative visual merchandiser of sportswear with the best and most exclusive and stylish ranges. The business continued to grow organically until 2002 when it acquired nearly 200 further stores with the acquisition of Business A from the business B Group.
Big companies try to capture the whole market, whereas small businesses target a specific niche. More importantly, there are a few dominant players (i.e. Nike, Adidas, Under Armour) that already have a significant grasp of the market. Since the sportswear industry is a mature market, companies try to expand their customer base by spending a large amount of cash flow on product innovation, advertisement, and sponsorship. The companies especially try to attract customers from competitors, making the competition even more intense
COMPANY SUMMARY REEBOK: Once, an independently owned athletic wear company, now a subsidiary of the German company Adidas in 2001. Reebok has been a long running brand in many sporting arenas and is marked as one of the US’s top makers of athletic shoes and apparel. Reebok, has over 200 retail stores internationally, and has sports licensees for a variety of domestic leagues and international leagues. Since, the 1980’s Reebok has sparked the fitness and aerobics craze and continues, to promote with their brand that fitness is a lifestyle. A&G Advertising: Allen and Gerristen, operates as an independent advertising agency.