Nike 's Offensive Competitive Advantage

In this paper, we present an elaborate analysis of the marketing mix employed by Nike in its marketing strategy. The marketing mix is conducted on the basis of the concept of "marketing mix" which is usually referred to as the "4Ps" as an important means of effectively interpreting as well as translating the marketing strategy into practice as noted by Bennett (1997).A recommendation is also provided.

There are hundreds of name brands that millions around the world use to represent who they are as a person and their personality. Typically name brands have celebrities, athletes, and models broadcast the clothes by wearing them and making commercials so the people behind the screens can look exactly like the people wearing them first. There are companies like Nike that are known to mainly be a sports name-brand company and is loved and worn by millions. Unfortunately, many do not know what exactly happens behind the scenes where the clothes, shoes, and accessories are being made.

It is not that common when a business can employee more than 50,700 people in 160 countries, but anything is possible with the Adidas Company. This complex organization helps everyone find what he or she is looking for, whether they’re an athlete looking for the best equipment, or simply finding comfort with style, Adidas has no struggle helping their customers find what works best for them. The Adidas Group has innovation leaders who help all their customers with various skill levels become as successful as they can. This group of leaders is committed to giving creativity with affordable prices. According to the Adidas Company profile, the company has a plan to break records, make unforgettable history, and set the new trends. With the abundant amount of footwear, apparel and accessories, the

Adidas AG sells sports shoes, apparel, and equipment in 170 different countries. There focus lies in football, soccer, basketball, running, training gear, golf, and apparel. This is a two billion dollar industry and with Adidas being a main cog. They also specialize in lifestyle goods including SLVR and Y-3 fashion brands. They have trademarked their three-striped logo that has become a global symbol of sporting excellence. They are the #2 sporting goods manufacturer behind only NIKE. Adidas’ main market is the footwear manufacturing industry. Research and development is what gives Adidas a competitive advantage. They focus many

6). This strategy is a major component of Nike’s business strategic level plan. In applying this strategy, Nike has attained a great deal of consumer insight, which it uses to offer uniquely designed premium products to the athletes. Still on product differentiation, Nike focuses more on research and development at a greater level. These unique features to Nike, have transformed the competition levels in this competitive industry, leading to a trend of a paradigm shift in the market. Most consumers opt for Nike branded sports products and apparels, at the expense of the other brand names.

“My mission is to be the best possible individual I could be. I aim to achieve all my goals and reach all the standards I have set for myself, whether it be academic, sport or cultural wise. I aim to be more involved with those around me. Whilst doing this I also aim to lead and motivate others.”

Firms undertake a situational analysis and planning process to identify and justify appropriate marketing opportunities for growth. This report provides an introduction to Nike with a background to the Company, its history and its product.

Adidas Group, as one of the world’s retail leaders in sportswear, has as primary target the sports participants, including high performance athletes, as well as non-athletes who are inspired by those at the highest level of their sport, and those that really love sports as part of their lives.

Adidas is the second largest sportswear and apparels manufacturer (Dogiamis & Vijayashanker, 2009). By far, Adidas holds a market share of 22% (Dogiamis & Vijayashanker, 2009). Adidas had also registered the infamous ‘3 stripes’ as its trademark (Berntson, Jarnemo & Philipson, 2006). The founders of Adidas, Adolf and Rudolf Dassler had the vision of providing athletes with the best suited pair of shoes for their respective sports (Dogiamis & Vijayashanker, 2009). In efforts of achieving that, Adidas is had used the strategy of collaborating with important athletes to gain their insights on the products offered (Berntson, Jarnemo & Philipson, 2006). This contributes to the fact that Adidas had earned

Adidas is one of the most famous manufacturers of top-quality sporting goods. It is the market leader in sporting good alongside with its competitive rival Nike. It also consists of Reebok Sportswear Company.They produce different types and variety of products to all age categories such as bags, shoes, shirts and more. The Adidas group, headquartered in Herzogenaurach (Germany) started in 18th August 1920 by Adolf Dassler. Adidas witnessed its first international success in 1954 and that is when the German have won the soccer world championship. Adidas has 169 branches worldwide and total revenue of 11.9 M Euros. Adidas is well known of sponsoring many sports events such as world cup or Olympics in addition to the use of its products

Winning Most Valuable Player of the NBA four times, two Olympic gold medals, and the NBA scoring title, LeBron James is known as one of the greatness athletes of all time. Although LeBron James has become the best of the best, being a famous athlete is not necessary in achieving greatness. Anyone is able to find greatness if they look and work for it. Nike’s “Find Your Greatness” ad campaign uses everyday athletes to attract people of all skill levels to become active and purchase their athletic gear for doing so.

Nike is one of the most recognizable brands in the world. It is not only renown for its high quality athletic apparel but it is also known as one of the best manufacturers and designers for sporty fashion for both the gym and the streets. Nike is among the sole companies that took note that, “Americans are wearing yoga pants, running gear and basketball shoes not just to-and-from the gym, but also around town.” (Fortune). Active wear is suddenly chic. They noticed that Americans find that athletic gear is comfortable after all. Analysts say that the attention manufacturers are making to fabrics and new colors and styles have helped to broaden the category’s appeal. “Active wear is booming, with sales growth exceeding that of the apparel market as a whole, consumers are drawn to its comfort and versatility, and the fact that it still makes a fashion statement.” (NPD analyst Marshal Cohen). Part of Nike’s success in 2015 is because the company altered its marketing strategy, it moved away from a single-slogan approach in favor of a targeted advertising campaign. The company’s social media and Internet based marketing practices and the Nike ID personalization website that allows customers to design their own footwear is one of the few features that makes Nike stand out from the rest. All of this information is provided on ‘Nike Digital Sport’, a part of the company that makes personal performance tracking devices and software that allows the company to obtain user data.

As Nike is a multibillion dollar company, Nike has its own way of recruiting new potential employees. As the same time, there will be some weaknesses in its company’s recruitment and selection policies and procedures. Nike, Inc. has boundless chances to fuel beneficial development and further bolstering drive good fortune. Nike’s pioneers work consistently to guarantee Nike, Inc. understands its potential by rousing each one of its more than 40,000 workers to understand their potential. Human Resources experts at Nike, Inc. work as stewards of association adequacy, ability and change. The capacity attempts to guarantee that Nike, Inc. has capable, differing and comprehensive groups composed viably against Nike's greatest

The popular three stripes logo company, Adidas was first founded in 1924, in Germany. It started out as a sportswear independent company by Rudolf Dassler and Adi and was first named Dassler Shoes. Later, Rudolf left his brother and established his own company in 1948, also known as Puma. Adi then named the company Adidas (Theshoegame.com, 2016).

Adidas is a company where Originality meets Actuality. It is fascinating to read about and study as it is very dynamic and has seen major growth since its inception by two bothers, Adi and Rudolf Dassler, in 1948. Soon after it went public, Rudolf Dassler left Adidas to establish Puma, which is still Adidas’ rival. Headquartered in Germany, with a global presence, it has established its mission to be a “Global leader in sporting goods industry” (Datamonitor). Later you will read about its vast market share and goals to further expand in the international market.