Use our essay title generator to get ideas and recommendations instantly
Adidas Strategic eport
Illustrated Strategic eport
The manufacturing concern which was selected by me is Adidas group. Adidas started its operations in 1924 by odulf Dassler. It was the first company who created running and training shoes and sport garments in the world without the use of electricity. These shoes were handmade. From now onwards, it is the second largest shoes producer of the world after eebok. Adidas has extended its operations by entering into the business of sports goods as well (Adidas Group History 2013).
Adidas group is a giant group in the field of shoes and clothes manufacturing. It has big profits, great reputation in the market. According to the group policy and directors of the group, company never compromise with the standards designed for the welfare of people and societies. As my task is to review the policies and procedures related to marketing strategy, so the…
Adidas Group History 2013. Adidas-group.com. Retrieved 26 September 2013, http://www.adidas.com/com/.
Babiak, K., & Wolfe, R. 2006, More than just a game? Corporate social responsibility and Super Bowl XL. Sport Marketing Quarterly, vol.15, pp.214 -- 222.
Heere, B., & James, J.D. 2007. Sports teams and their communities: Examining the influence of external group identities on team identity. Journal of Sport Management, vol.21, pp.319 -- 337.
Kotler & Keller 2012, Marketing Management, Pearson Education, Describe the different elements of the SWOT, (14e), pp.70-74.
This is based on both historical precedent and the fact that the firm has started to see year-over-year revenue declines. The company remains highly leveraged and although they are expected to remain liquid, this reality will place some constraints on Adidas. The company is likely to remain in a holding pattern for the next year, awaiting both economic recovery and the two major marketing events in 2010 -- the inter Olympics and the orld Cup. Thus, the best trading strategy for Adidas in the short-term is to hold.
The long-term strategy, however, will be different. Going out as far as 2015, the decision needs to be made based on the broader trends in the company's business and the likelihood of it extending its competitive advantages and core competencies. As noted, the greatest strength of Adidas is the economies of scale it achieves, in particular with respect to its international marketing…
Some financial data from Reuters. Retrieved June 18, 2009 from http://www.reuters.com/finance/stocks/incomeStatement?symbol=ADDDF.PK
Adidas Group 2008 Annual Report. Retrieved June 18, 2009 from http://adidas-group.corporate-publications.com/2008/gb/index.php?lang=en
No author. (2005). Cricket Australia and Adidas Ink Four-Year Partnership Deal. Indian Television.com. Retrieved June 18, 2009 from http://www.indiantelevision.com/mam/headlines/y2k5/may/maymam21.htm
Bajak, Frank. (2005). First Computerized Shoe Thinks on its Feet. MSNBC. Retrieved June 18, 2009 from http://www.msnbc.msn.com/id/7643818/
Adidas has a solid performance as a sustainability leader -- economic, environmental, and social. This despite accusations of slave-labor in China, which proved to be less than accurate. The company actively engages its stakeholders in key day-to-day operational issues that involve the environment, along with leading the market in advanced supply chain efforts to promote stability (Adidas, 2009).
Adidas' strategy is to "be the leading sports brand in the world." To accomplish this they must merge the idea of Sports Performance and Sports Style. Adidas realizes that individual departments and segments must have the authority to act, to generate ideas, and to postulate and decide because they have their ears closest to the client. Integrating a highly sophisticated system in which groups talk (email, video chat, etc.) and combine ideas levels out the hierarchy and is more responsive to market needs (Adidas Strategy, 2007).
Adidas. (2009). SAM…
Adidas. (2009). SAM Research AG. Cited in:
Adidas Strategy. (2007). Adidas-group.com. Cited in:
To further its leading place in this vital segment, the profile as the brand delivered the ideal fit for women. The goal was to propose pioneering women's footwear, apparel and accessories across the sports and lifestyle category, in order to enable women to convey their uniqueness.
With both stylish and useful products, emotional promotion concepts and partnerships with the best athletes (e.g. Amelie Mauresmo, Carolina Kluft, Nicole Vaidisova) and other celebrities (e.g. Scarlett Johansson), the corporation showed that Reebok was a product that fully understood the requirements of the female customer. But such niche segments ignored the male and children's market section, incurring a large amount of lost opportunity in these segments. For this reason, Adidas took steps to diversify the market positioning of the company (Annual Report 2006: Adidas, 2006).
And this was a necessary step that Reebok could not quite accomplish by itself. According to Terry Lefton (2009),…
Adidas' Strategic Evaluation and ecommendation
Adidas is a multinational corporation that deals with sportswear. The company deals with the production, designs and the creation of sports clothing and accessories. The company has been able to develop to become one of the leading companies in the world with its products being sold across the globe (Mahdi, Abbas, Mazar, & George, 2015). The company faces a lot of competition from some of the leading companies in the market like Puma and Nike. However, the company has a competitive advantage as the brand is respected for its interests in making sure that the athlete wears what he wants. Besides, Adidas has a large market share in Europe and this enhances its prospects of profitability in competitive sport apparel industry.
Business Level Strategies
The business level strategies relate to implementing technology in various activities of the company just as other large companies do. The…
Deac, V., & Stanescu, A. (2014). Strategic Segmentation-The Preamble Of Developing A Company Strategy. Revista de Management Comparat International, 15(4), 461.
Mahdi, H. A. A., Abbas, M., Mazar, T. I., & George, S. (2015). A Comparative Analysis of Strategies and Business Models of Nike, Inc. and Adidas Group with special reference to Competitive Advantage in the context of a Dynamic and Competitive Environment. International Journal of Business Management and Economic Research, 6(3), 167-77.
Rudolph, M. (2016). A Financial Analysis of the Sportswear Company Adidas AG.
Comparing Nike vs. Adidas Finances
What is the companies product or service?
Nike -- Nike is in the sporting goods industry and produces shoes, clothes, and sporting goods.
Adidas -- Adidas is in the sporting goods industry and provides "state-of-the-art sports footwear, apparel and accessories" (Adidas, What We Do).
When was the company established?
Nike -- Nike was established in 1962 under the name Blue ibbon Sports, with the name being changed to Nike in 1971 (Nike, Timeline).
Adidas -- Adidas was established in August, 1949 (Adidas, History).
When did the companies go public?
Nike -- Nike first went public in 1980 (Nike, Timeline).
Adidas -- Adidas went public on the Frankfurt and Paris Stock Exchange in 1995 (Adidas, History).
What is its stock ticker symbol?
Nike -- Nike's stock ticker symbol is NKE (Nike, Stock Quote).
Adidas -- Adidas's stock ticker symbol is ADSG.DE
e. On what index…
Adidas. "Basic Data." 2005. Retrieved October 1, 2005. URL: http://www.adidas-group.com/en/investor/share/default.asp
Adidas. "Financial Highlights: Five-Year Overview." 2005. Retrieved October 1, 2005. URL:
Adidas. "History." 2005. Retrieved October 1, 2005. URL: http://www.adidas-group.com/en/overview/general_information/default.asp
Nike vs. Adidas Competitive ecommendations/Analysis
Nike currently employs an incredibly effective marketing and advertising campaign that has resulted in the corporation maintaining the number 1 spot in sales for athletic wear nationally and globally. Part of Nike's success lies in its creative use of marketing tools such as the "Just Do It" campaign to attract new consumers. Consumers continue to come back for product year after year, because of exceptional service, quality control measures and product differentiation.
The report below details a market analysis for Nike compared to the number two competitor, Adidas. Among the findings discussed are the differing marketing and advertising strategies Nike has successfully used to beat out the competition. Part of Nike's success as mentioned above is due to the creativity utilized in marketing campaigns. Nike has also actively sought out celebrity endorsements and sponsorships, which has resulted in positive associations…
Adidas. Consumer Information. November 26, 2003, http://www.adidas.com
Cheung, Fanny." Competitive Reaction, Marketing" 1995. Retrieved November 26, 2003,
Jeannet, Jean-Pierre. Managing with a Global Mindset. Pearson Education Limited, 2000.
The fact that it occurs only once every four years also means that its visibility and permeation of cultural awareness is far overshadowed by the daily hum of sports broadcast and sports coverage.
Adidas appears to have misjudged the American market in spite of its success with the McGrady shoe. This should be seen as a precedent to be repeated rather than an isolated success.
The new slogan which contends that 'Nothing is Impossible' may resonate with the buying public. However, it lacks many of the qualities which make 'Just Do it' so iconic a tagline. The imperative which is present in the Nike tag is simply not found in the 'Nothing is Impossible' concept. Something more of an adage or a motivational phrase than a company slogan, it lacks the Nike slogan's clear sense of action and urgency. Instead, it posits a claim that many may be apprehensive to…
Nike and Adidas both compete in the athletic apparel and footwear industries. Both companies offer roughly the same lineup of goods, so therefore are good corollaries for one another. Nike is based outside of Portland, Oregon while Adidas is based outside of Erlangen in Bavaria. The industry is worth approximately $126.3 billion worldwide, according to Global Industry Analysts, Inc. (2011). Nike's sales of $19.0 billion indicate that it has an approximate market share of 15%, while Adidas has $11.99 billion in sales, indicating an approximate market share of 9.49%. These are the two leading firms in this fragmented industry. The products for each company include athletic apparel of all types, athletic shoes of all types, some casual clothing and some sporting gear as well, for example soccer balls. Both companies operate in a wide range of sports as well, meaning that both have very diversified product lines.
Neither company does…
Nike 2010 Form 10-K. In possession of the author
Adidas Group Annual Report 2010. In possession of the author.
Global Industry Analysts, Inc. (2011). World sports and fitness clothing market to reach $126.3 billion by 2015. PR Web. Retrieved May 1, 2011 from http://www.prweb.com/releases/sports_clothing_apparel/fitness_clothing/prweb8117767.htm
Oanda. (2011) Historical exchange rates. Oanda. Retrieved May 1, 2011 from http://www.oanda.com/currency/historical-rates/
Nike Market esearch
The author of this report is to cover and evaluate the perceived customer service scores and perceptions that exist for Nike and from its customer base. Nike is based on Beaverton, Oregon and has established itself as a giant in the shoe industry both in the United States and around the world. However, the perceptions of Nike's customers are important to pay attention to because of competitors snapping at their heels as well as public relations black eyes from supposed sweatshops and other business tactics that are deemed to be beneath an American company with such a high stature. While Nike has some concerns surrounding customer service and customer perception, the news is much more positive than negative for the company.
In the name of seeking out the perceptions of Nike's customer service scores, the bad news will be looked at first. As far back as…
ACSI. (2012, October 16). October 2012 and Historical ACSI Benchmarks. October 2012 and Historical American Customer Satisfaction Index (ACSI) Benchmarks. Retrieved June 9, 2014, from http://www.theacsi.org/october-2012-and-historical-acsi-benchmarks
Greenhouse, S. (2000, January 25). Anti-Sweatshop Movement Is Achieving Gains Overseas. The New York Times. Retrieved June 9, 2014, from
Adidas Business Plan
The following pages present an in depth business plan on Adidas developing a customized footwear line. This is the updated version of the preliminary plan submitted previously. This project plan describes in detail the necessity of Adidas developing a customized shoe line in accordance with the strategy behind NikeID. The project objectives, scope and deliverables have been updated in order to satisfy the changing needs that Adidas must face on environmental level. Project risk and the responsibility matrix have also been improved as a requirement of project plan updates. The Schedule and Constraints section addresses each activity included in the project in detail.
The competitive environment in which Adidas develops its activity requires the company to establish innovative strategies on product development and marketing. With Nike investing significant resources in product innovation, but also in modern marketing techniques, Adidas is forced into copying its competitor's strategy in…
Customized Shoe Service
he project is represented by developing a customized shoe service for Adidas' customers. he idea is replicated after Nike's ID service. he success of Nike's customized shoe service determines Adidas product development researchers to develop such a project that their customers can enjoy. Basically, the service consists in personalizing customers' shoes with glow in the dark paint in a variety of prints.
he importance of the project relies on the service generating increased sales for Adidas. his is also intended to increase customer satisfaction. It is likely that most customers that will address customized shoes already are customers of Adidas. However, a certain number of new customers can be attracted. he customized shoes project is also intended to help Adidas differentiate itself from other spot shoes producers.
Involvement by Other Departments
he development of a customized shoe service is a complex project that requires the collaboration of…
This is one of the reasons for which companies do not present their entire range of products in a TV commercial in the fast moving consumer goods industry. They prefer to only advertise the most important product of the range, or several products in different commercials. Therefore, by providing a customized shoe services that provides a large number of choices that must be made by customers, Adidas might not make the best decision regarding its business. Some of its customers might orient towards smaller brands that provide a smaller number of different shoes, which reduces the pressure associated top making a decision regarding the purchase in case. It is important that the company develops a thorough analysis on the implications and requirements, and consequences that developing a customized shoe service is likely to have on its business expansion strategy, and also on its profits.
1. Customize the latest from NikeiD (2013). Nike. Retrieved September 15, 2013 from http://www.nike.com/us/en_us/c/nikeid?sitesrc=id_redir.
Marketing Research on Athletic Shoe- Industry
The brand caters a promise of reliability, in effect that one stand behind their product. Branding is not an action we can realize overnight. A successful brand is built over time from the hundreds of little things we do right. . The brand is, at its core, an declaration of a standard performance. It guarantees that the product or service carrying that brand will live up to its reputation. The merit of a brand rises or falls with the integrity of the people behind it. The principles of the principals build or rupture a brand.
When running shoes first came on the market, it was a marvelous development over the old sneakers and high-tops. But soon the market became crowded with shoes bearing a wide variety of features, at a wide range of price points. The main players in the sports shoe industry are…
Shoe Project -- Phase II
As noted in the first phase of this series of reports, the objective of the Adidas customized shoe project is to offer a solution that brings Adidas into the same realm as its competitors while at the same time exceeding the similar offerings that the competitors offer. The Nike ID offering is obviously not unlike that of the Adidas offering but the Adidas Corporation will perfect and hone the offering in such a way that is clearly superior to that of Nike and other companies that offer a customized shoe option.
The scope of the project is quite simple. Adidas corporation will construct and develop a framework that allows for the exhaustive yet efficient mechanism for customer to custom-order shoes that are customized to the preferences and desires of the customer while at the same time allowing for a process that…
ADIDAS. (2013, October 7). Athletic Shoes, Casual Shoes, Apparel & Sports
Equipment | adidas.com. Athletic Shoes, Casual Shoes, Apparel & Sports
Equipment | adidas.com. Retrieved October 7, 2013, from http://www.adidas.com
Nike. (2013, October 7). NIKE, Inc. -- " Inspiration and Innovation for Every Athlete in the World. NIKE, Inc. -- " Inspiration and Innovation for Every Athlete in the World. Retrieved October 7, 2013, from http://nike.com
Consumers Buying Behavior
Consumer Buying Behavior
Marketing of Two Brands based on Consumer Buying Behavior Models
Marketing of Two Brands based on Consumer Buying Behavior Models
The report on Case
Hedonic Factor (Enjoyment)
Marketing of Two Brands based on Consumer Buying Behavior Models
Marketing is a very important component in today's business. And for this purpose the businesses need to know the buying behaviors of the consumers. Chandon, Morwitz and einartz (2005) defined purchase intentions as customers' intentions to purchase or repurchase. They showed that purchase intentions are spontaneously directed to purchase behavior. Current paper is a report on the marketing strategies of two brands; Visio television and an Adidas Micoach running pacer based on the consumer buying behavior models.
For the current assignment I have two products. One is a Visio television that I have selected for my son to…
Chevalier, J.A., & Mayzlin, D. (2006). The effect of word of mouth on sales: Online book reviews, Journal of Marketing Research, 43(3), 345-354.
Garbarino, E., & Johnson M.S. (1999). The different roles of satisfaction, trust and commitment in customer relationship. Journal of Marketing, 63(2), 70-87.
Compeau, D.R., & Higgins, C.A. (1995). Computer self-efficacy: Development of a measure and initial test. MIS Quartely, 19(2), 189-211.
Hirschman, E.C., & Holbrook, M.B (1982). Hedonic Consumption: Emerging Concepts, Methods and Proposition. Journal of Marketing. 46(30), 92-101.
It can often leverage the personality of the athlete to reinforce its core values such as the use of John McEnroe, the tennis champion noted for wanted to change the world of tennis. and, it can leverage teams and athletes as part of its marketing localization strategy such as the use of soccer in Europe.
4.Yes, Steve and arry's is a huge threat to Nike. Like Nike, the company is leveraging athletic superstars to endorse its product. NA player en Wallace appears on Steve and arry's home page. To date, the company appears to have a niche base of consumers who cannot afford the more expensive Nike products, but if it can convince consumers that the quality of its product is just as good as Nike's, it could attack Nike's broader market.
Urde, Mats (2003). "Core Value-ased Corporate rand uilding," European Journal of Marketing, Vol.…
Urde, Mats (2003). "Core Value-Based Corporate Brand Building," European Journal of Marketing, Vol. 37, No. 7, pp. 1017-1040.
This approach is highly congruent with the guidance of marketing experts such as Wheaton (2004) who advises, "There are synergies between different lifestyle sports industries and their media. Corporations make equipment for several lifestyle sports, sometimes under different brand names. Clothing companies like Quiksilver sell to a range of lifestyle sport markets including skating, surfing, windsurfing, snowboarding and have been quick to exploit the potential of emergent and rapidly growing activities like kite-surfing" (2004, p. 10). Because the company also designs and manufactures the core sporting needs for these sporting enthusiasts, it is important to identify defining characteristics of this market. These sports are characterized by a number of features of interest to Quiksilver's and its competitors' marketers with respect to their various core product and accessory lines, including those set forth in Table 2 below.
Defining features of the surf and sports industries
'About Us.' (2012). Quiksilver, Inc. [online] available: www.quiksilver.com.
Chokkavelu, a. (2012, April 27). 'How Cheap Is Quiksilver's Stock by the Numbers?' the
Motley Fool. [online] available: http://www.fool.com/investing/general/2012/04/27/how-cheap-is-quiksilvers-stock-by-the-numbers.aspx .
Dowling, P.J. Liesch, P., Gray, S.J., & Hill, C.W.L. (2009). International Business: Asia-
Therefore, the company needs to aggressively pursue legal action against companies to ensure that the integrity of its brand is maintained.
A high profile event like the orld Cup can provide a platform for an athletic wear company, so that company must move aggressively to ensure that no other company steals the spotlight for which it has rightfully paid. This approach is necessary as well because of the lack of protection for intellectual property in some countries.
This article also illustrates the concept of expansion by acquisition. In order to bolster its presence in North America, the largest market for athletic apparel, Adidas purchased Reebok. The company can retain the brand it has purchased, or utilize the acquisition's distribution channels and market share for its own advantage. The strength of the acquired brand will in part dictate this decision. It should be remembered in such situations that the specific products…
Marinovich, S. (2006). Adidas puts boot in to protect hard-earned stripes. Australian Financial Review. 2-5-06, p.61
It is preisely beause the ompany deentralized its ontrolling brands into less bulky pakages that the CEO ould streamline their prodution proess and ahieve greater results. However, the Hard Rok Cafe artile showed exatly the opposite business strategy. Whereas traditionally all Hard Rok Cafe's and Hotels provided their own entertainment, the new strategy that Hard Rok is attempting to reate will link many of these operations together through the internet and digital feeds. They argue that this will allow ustomers from loal venues to experiene the large venue attrations that Hard Rok is known for. They in effet believe that greater integration of its basi operations is the key to suess. This is a sound and logial strategy, beause the importane of providing "big time entertainment" in loal venues is a very appealing and proven method for getting more ustomers. Hard Rok's onsolidation strategy allows them to go to the…
cited in one of the articles, the company inevitably fails. Therefore to understand business management is to not only look at case studies attempt to find out what makes a particular business successful, but extract the overall themes of what makes all successful businesses cutting edge. The implicit lesson from all of these articles is that business is about vision and having great vision is about being able to break down a company into many different parts and recognize how to put it together to streamline its production cycle, supply-chain, and overall branding strategy.
On a personal level I learned from these articles that corporate strategies are shaped by the particular business, rather than strategies shaping business. The essential difference between these two interpretations was something that I have never really thought about until case studies across these three different articles. Business, as a living organism grows and matures, it never stays stagnant and nor does the market that it operates in. Therefore, I must treat business like any evolutionary science, to observe what changes need to be made to shape business to the cultural, social and political policies of the modern era rather than keep analyzing them based on their past laurels.
microeconomic event related to New Balance Athletic Shoe, Inc.
The shoes industry just like any other business activity encompasses of diverse footwear retailers, manufacturers and wholesalers. The chief wholesalers in the entire United States of America marketplaces especially the brand name owners obtain the shoes from the independent manufactures. The retail footwear organizations range entails the small shoes businesses that provide shoes to the local citizens to the multinational chain companies. However, most of the footwear industries all over the world operate in both the wholesale and retail arenas hence capable of increasing the profitable returns. Operating through both the wholesale and retail arenas also assist the shoe companies to reduce the risks the organization faces. For instance, New Balance Athletic Shoe, Inc. incorporates all the retail and wholesale plants to acquire ready-made materials for the production of the final footwear product (Carroll, Archie and Ann 71).
Analysis of current…
Carroll, Archie B, and Ann K. Buchholtz. Business & Society: Ethics and Stakeholder
Management. Mason, OH: CL-South-Western Cengage Learning, 2010. Print.
Athletics Supreme Marketing Plan
Company Overview and Market esearch
Overview of Company
Athletics Supreme is a company that has been in the sporting product industry for 10 years now. The main offices and largest retail store of the company is located in New York City. In particular, the company has become a household name in providing sports equipment, such as tennis rackets and balls, rugby balls and footballs. In addition, the company offers sporting exercise equipment, such as treadmills, weights, rollers and the like. The company has grown, both in scale and size, over the past five years. It has been able to open several other retail stores in different states across the nation. In addition, the company has also been able to expand globally with one store in Canada and another in the United Kingdom. In the contemporary, owing to the increase in demand from consumers and popularity, Athletics…
Aders, A. (2015). The 4 Essential Research Strategies in Content Marketing. Retrieved 25 January, 2016 from: http://www.inc.com/aaron-aders/the-4-essential-research-strategies-in-content-marketing.html
Lamb, C., Hair, J., McDaniel, C. (2012). Essentials of Marketing. Ohio: South Western Cengage Learning.
Mars. (2013). Sales metrics and the sales process for early-stage tech startups. Retrieved 25 January, 2016 from: http://www.marsdd.com/mars-library/sales-metrics-and-the-sales-process-for-early-stage-tech-startups/
Pearce, B. W. (2007). Senior Living Communities: Operations Management and Marketing for Assisted Living, Congregate and Continuing Care Retirement Communities. Maryland: The John Hopkins University Press.
A high production value and an industrial feel throughout much of the song impart an engagingly chaotic and progressive feel to the song.
6. MC Lyte is one of the few successful female rappers. In "Paper Thin" MC Lyte raps over minimalist music that includes just the beats and the occasional sound of a synthesized but unidentifiable instrument playing an eerie melody. Lyte tells the story of a jilted lover, with an overall theme of empowerment. Occasional encouragement from background vocals and a chorus of "ooooh" refer to African music. MC Lyte also draws gender issues into the repertoire of rap lyrics.
7. The Beastie Boys "Paul Revere" stands out because of the reverse-played scratch sound. Synthesized maracas add sonic texture, but the focal point is the amusing story. "Paul Revere" is one of many New York area rap songs denoting a shift of content away from love of music…
In addition, it will be necessary for the company to continue to use technology to stay on the cutting edge of shoe innovation.
Adidas." MarketLine 2006. Datamonitor database. Datamonitor. University of Phoenix, Phoenix, AZ. November 28, 2006 http://dbic.datamonitor.com.
Beckett, W. "Merging Performance and Fashion." Women's Wear Daily 192(39) 2006 Aug 24: 9. Business Source Complete. EBSCOHost. University of Phoenix, Phoenix, AZ. November 28, 2006 http://web.ebscohost.com.
Binole, G. "Asian Market Forces Could Affect Nike." Portland Business Journal. (1997 Nov 7). November 28, 2006 http://portland.bizjournals.com/portland/stories/1997/11/10/story3.html.
Callaway Golf." MarketLine 2006. Datamonitor database. Datamonitor. University of Phoenix, Phoenix, AZ. November 28, 2006 http://dbic.datamonitor.com.
Daley, W. The Emerging Minority Marketplace. No date. U.S. Department of Commerce. November 28, 2006 http://purl.access.gpo.gov/GPO/LPS70698.
Fredeen, B. Knowing Nike's Customers. 2000 Feb 1. Motley Fool. November 28, 2006 http://www.fool.com/news/foth/2000/foth000201.htm. v.
Ellis, K. "Global Competition Intensifies Industry Lobbying." Women's Wear Daily 191(86) 2006 April 24: 14-15. Business Source Complete. EBSCOHost.…
Adidas." MarketLine 2006. Datamonitor database. Datamonitor. University of Phoenix, Phoenix, AZ. November 28, 2006 http://dbic.datamonitor.com.
Beckett, W. "Merging Performance and Fashion." Women's Wear Daily 192(39) 2006 Aug 24: 9. Business Source Complete. EBSCOHost. University of Phoenix, Phoenix, AZ. November 28, 2006 http://web.ebscohost.com .
Binole, G. "Asian Market Forces Could Affect Nike." Portland Business Journal. (1997 Nov 7). November 28, 2006 http://portland.bizjournals.com/portland/stories/1997/11/10/story3.html .
Callaway Golf." MarketLine 2006. Datamonitor database. Datamonitor. University of Phoenix, Phoenix, AZ. November 28, 2006 http://dbic.datamonitor.com.
The positioning statement is also referred to as the brand strategy or positioning strategy. In particular, it is a statement that offers a concise, but detailed description of the core target audience to whom a brand is heading for, and a convincing depiction of how the marketer wants them to perceive the brand. The main products that I was enticed to purchase using social media were shirts from Target. The positioning statement the company used is "Expect More. Pay Less." This is an appealing and compelling description of the products being retailed by the company. This implies that the products that I would purchase would be cheaper and will be of a greater value. Social media portrayed this positioning statement in a very effective manner. First of all, the statement is perceived next to the name of the company every time a search for "Target" is done. In addition,…
Fleming, K. (2015). Why thousands of people are running with Kevin Hart. New York Post. Retrieved 24 February 2016 from: http://nypost.com/2015/10/27/why-thousands-of-people-are-running-with-kevin-hart/
Hitz, L. (2014). Target on Social Media: How the Retail Giant Markets to a Social Audience of 138 Million. Simply Measured. Retrieved 24 February 2016 from: http://simplymeasured.com/blog/target-on-social-media-how-the-retail-giant-markets-to-a-social-audience-of-138-million/#sm.001i012vftc4dd711cg15ka6w6d65
Kirk, C. P., & Berger, K. A. (2011). TROPICANA: SOCIAL MEDIA TEACH MARKETERS A BRANDING LESSON. Journal of Critical Incidents, 4.
Tode, C. (2015). Retailers adapt social media for real-world, in-store sales impact. Mobile Commerce Daily. Retrieved 24 February 2016 from: http://www.mobilecommercedaily.com/retailers-adapt-social-media-for-real-world-in-store-sales-impact
ith respect to footwear lines, the industry is segmented. The segments are often by sport, with Classic being a non-sport addition. The leading sport is running/jogging, which was worth $3.16 billion in 2008; classic was second with $1.98 billion and kids was third with $1.78 billion. Sport-specific segments, including tennis, basketball, soccer, skate/surf, outdoor/adventure and sports sandals are smaller, but can be high growth segments. Many of these segments are intensely competitive and the major players tend to compete in all segments vigorously. Thus, while K-Swiss has attempted to carve a niche for itself, it still faces intense competition from other differentiated providers.
The industry is dominated by two major key success factors -- marketing and design. Firms in the athletic footwear industry spent billions on marketing, including endorsements deals with athletes, advertising, and securing distribution networks. For smaller firms like K-Swiss, distribution is more difficult to achieve, but it…
2009 K-Swiss Annual Report. Retrieved April 2, 2011 from http://www.kswiss.com/kswiss/pdf/KSWISS_2009_AR.pdf
Marcus, M. (2009). K-Swiss run down. Forbes. Retrieved April 2, 2011 from http://www.forbes.com/2009/03/05/kswiss-dividend-footwear-markets-equity_earnings.html
MSN Moneycentral: K-Swiss. (2011). Retrieved April 2, 2011 from http://moneycentral.msn.com/investor/invsub/results/statemnt.aspx?symbol=KSWS
SGMA. (2009). SGMA says sales of equipment, shoes & more exceed $66 billion. Sporting Goods Manufacturers Association. Retrieved April 2, 2011 from http://www.sgma.com/press/132_SGMA-Says-Sales-of-Euipment,-Shoes-%26-More-Exceed-$66-Billion
Figure 2: Using the BCG Growth/Share Matrix To Evaluate Eleftria Market Opportunities
Source: (Anantachart, 2004)
The e-retailing objectives for Eleftria Athletic shoes and their plans for attaining them are defined here. The first objective is to create an e-retailing strategy that capitalizes on multi-channel management, meaning that e-retailing site will be accessible over the Web, through specialized interfaces on Blackberries and PDAs, and also will have telephone ordering as well. The second objective is to create a completely integrated e-retailing system that connects to pricing, catalogs of shoe components, suppliers to validate the shoes being designed can be built, and shoe costs to ensure when compared to pricing the can be produced at a profit. This back-end system integration needs to be real-time as it allows for greater levels of responsiveness to the customer has a result. The third objective…
Saravudh Anantachart. (2004). Integrated Marketing Communications and Market Planning: Their Implications to Brand Equity Building. Journal of Promotion Management, 11(1), 101-125.
Sulin Ba, Jan Stallaert, Zhongju Zhang. (2007). Price competition in e-tailing under service and recognition differentiation. Electronic Commerce Research and Applications, 6(3), 322.
Ruby Roy Dholakia, Outi Uusitalo. (2002). Switching to electronic stores: Consumer characteristics and the perception of shopping benefits. International Journal of Retail & Distribution Management, 30(10), 459-469.
Charles F. Hofacker. (2008). E-tail constraints and tradeoffs. Direct Marketing, 2(3), 129-143.
Nike and Puma are two of the major competitors in the international athletic footwear and apparel industry. Nike was founded in 1964 and is based in Beaverton, Oregon, a Portland suburb. Puma was founded in 1924 and is based in Herzogenaurach, a small town near Nuremburg in the Franconia region of Bavaria. Puma was founded by two brothers, but they later split and one would form Adidas. Both companies operate internationally, with roughly the same business model of overseas production and marketing-driven sales. Nike makes more extensive use of celebrity endorsements, but Puma sponsors many sports teams as well. Nike has 34,000 employees while Puma has 9500 employees. Nike is the larger of the two companies. Nike has revenue of $20.8 billion and net income of $2.13 billion. Puma has revenue of €2.7 and net income of €202 million.
Slide Two: Both firms have faced ethical challenges, primarily…
Ethisphere. (2010). 2010 World's most ethical companies. Ethisphere. Retrieved November 15, 2011 from http://ethisphere.com/wme2010/
Greenpeace. (2011). Puma overtakes competitors Adidas and Nike in race to drop toxic pollution. Greenpeace. Retrieved November 15, 2011 from http://www.greenpeace.org/international/en/press/releases/Puma-overtakes-competitors-Adidas-and-Nike-in-race-to-drop-toxic-pollution/
MSN Moneycentral: Nike. (2011) Retrieved November 15, 2011 from Nike Code of Conduct. Retrieved November 15, 2011 from http://www.nikebiz.com/responsibility/documents/Nike_Code_of_Conduct.pdf
Puma Group Management Report for Financial Year 2010. Retrieved November 15, 2011 from http://about.puma.com/wp-content/themes/aboutPUMA_theme/financial-report/pdf/IAS_Konzernabschluss_e_2010.pdf
Stephon Marbury's pricing strategy to endorse a signature sneaker for $0.98 only demonstrates his objective for his brand to become the "cost leader" among sneaker products in the market. As a cost leader, Marbury's sneaker brand aims to appeal to a broader set of markets, offering them a sneaker collection that is similar to style, design and function as other leading brands in the market -- only, Marbury's sneaker collection, Starbury, is sold at a cheaper price than these leading brands.
The Starbury brand's positioning in the market reflects its pricing strategy. It appeals to a broader consumer group, which means Marbury's sneakers target a broad range of consumer groups. Starbury's customers range from young adults to adults. In addition, the inclusion of a clothing apparel line shows that the brand tries to be a 'lifestyle' brand to its target markets. As a result of its broad scope…
Barney, J. 2005. Strategic Management and Competitive Advantage: Concepts and Cases. NY: Prentice Hall.
viable marketing plan for the footwear giant, Nike. The plan has been adequately substantiated with thorough research on different factors affecting the firm along with various ways of addressing future challenges. This research paper highlights that Nike is confronted with multifarious issues which need to be negotiated amicably. Result of the study concludes that there is still a world waiting for the Nike to be exploited, outsmarting its competitors employing its innovative and creative business strategy.
MINI usiness / MARKETING PLAN -- NIKE, INC.
In 1962, two individuals from the University of Oregon established a small company with the name of lue Ribbon Sports (RS). In 1972, the company was renamed to Nike, the name adopted from the Greek goddess of victory. At present, Nike owns facilities in Oregon, Tennessee, North Carolina and The Netherlands. It also operates leased facilities for 15 Nike-towns, over 80 Nike Factory Stores,…
All Products, Nike.com http://nikeid.nike.com/nikeid/index.jhtml?ref=global_home#category,view_all
Andris A. Zoltners, Prabhakant Sinha, Greggor A. Zoltners, Accelerating Sales Force Performance, April 2001
Catherine Colbert, Nike, Inc.
http://www.hoovers.com/nike,-inc./--ID__14254 -- /free-co-factsheet.xhtml
Decathlon needs to determine a social media strategy. The company has lagged in its growth since entering China, and faces intense competition. However, technological and social changes in Chinese society have provided an excellent opportunity for the company in China. Decathlon needs to determine where social media fits into its total marketing strategy, and from there it needs to determine what it needs to do to make its social media strategy a success.
The decision at hand is how to best utilize social media. There are two components to this issue, the first being to determine a strategy and the second to determine appropriate metrics. The company needs to determine what forms of social media it will use, how it will use them, and what it can expect from them.
Before making a decision about the social media marketing, Decathlon needs to understand its…
Under Armour is a worldwide company that produces performance sports apparel. In an environment where people are always looking for the "latest and greatest," a company with a high-tech and unique product can certainly flourish. In the world of athletics there is a desire for quality products that improve performance. Additionally, local and younger athletes look towards professional athletes to set the trend as far sports apparel, equipment and accessories are concerned. The technology used in the Under Armour products is new, and has potential to change for the better as technology changes. A wide range of athletes are looking for this type of performance gear, so products need be either very specialized or appeal to multiple demographics. There is a huge market not only in the United States, but in all parts of the world where an emphasis on athletics is prevalent. While these products are not traditionally…
economically impressive history, ike has proven both the potential enormity of the athletic apparel industry and the effectiveness of a good logo. That, and an empire of merchandise, celebrity endorsement and university and sports organization contracts have made CEO Phil Knight's shoe manufacturing conglomerate the top producer and retailer of athletic wear. And while the increasingly disseminated effects of economic globalization have made ike a consumer entity in some one-hundred and fifty countries, the prickliness of the issues inherent therein have been a considerable nettle in ike's insole these most recent years. Allegations of ike's illicit labor and production processes abroad have been a considerable help to the shoe company's closest competitors, and ike continues to take a public beating over the issue even now.
In 1998, as human rights activists and anti-globalization protestors took hold of the ike issue, Knight's perennial industry frontrunner became the leading target in efforts…
Nike has since recaptured its competitive edge and continues to be the leader in the industry, amid consistent runner-ups Reebok, Adidas and New Balance. But a most recent decision by a California court that has deemed Nike's business practices as unfair competition threatens that title. The legal move represents a new phase in the activist attack on Nike, which continues to bear the brunt of the most publicly hurled epithets toward consumer industry globalization. Nike's response to most of the previous allegations were embodied in its drive to spare its public image. Advertisements for the corporation abroad spoke of good factory conditions and ethical business practices. This has been deemed by a recent California Supreme Court decision as misleading use of ad space by a margin of 4-3.
This action, which imperils Nike's far lower production costs abroad, has the capacity to serve as a great boost to number's two and tree, in Reebok and Adidas respectively. However, it bears noting, Reebok has been guilty of very similar practices, as annual Reebok Human Rights award ceremonies, featuring activists and celebrities alike, have been employed extensively to obscure violent suppression of worker rebellions and sustenance of sweatshop conditions in Chinese factories. Adidas and New Balance as well, have relocated labor and production facilities from American and European bases to far-more cost-effective Chinese establishments, where production funds are as comparatively low as worker rights.
Nike suffers the indignity as a lone sacrificial lamb because it is the top seed in the industry and, likely, will continue that reign as its celebrity endorser stable remains the largest and most impressive in its field. However, if it is to stay ahead of further allegations, actions and injunctions against its business and competition practices, than it must be at the front of the race for delineation of global employment standards. Admittedly, a wide variant of living standards, national economies and cultural tendencies make this a complex and thorny endeavor, but the obviously unquenchable quest for globalization leaves little doubt that these methods of international production will continue. The dissention that surfaced in 1998 indicated that, in spite of Reebok and other peers, Nike's image is its own greatest competitor and its best vehicle to salvation.
business world, many strategies have been devised to gain and retain customers. Phenomena such as globalization, market saturation, and better information technology have driven strategies such as customer awareness and long-term customer relationships to be favored above relatively short-term strategies to gain new customers, such as product price and quality (Kinuthai et al., 2012, p. 223). Indeed, creating brand loyalty in order to retain customers in the long-term has played a key role in long-term business success. To accomplish this, brands such as those operating within sportswear have emphasized strategies to appeal to consumers responding to products at the individual level. As such, customer loyalty is a significant determinant in the amount of product being bought and the frequency of repeat purchases.
On the basis of this, the dissertation will aim to examine brand loyalty among the youth of a developing country (Kenya) as compared to the same phenomenon in…
Aspara, J. (2009). Stock ownership as a motivation of brand-loyal and brand-supportive behaviors. Journal of Consumer Marketing. 26(6). Pp. 427-436. Retrieved from: http://www.yconomie.com/aspara/articles/aspara-2009_stock_ownership_brand_loyal_behaviors.pdf
Ayuk, A. And Nyaseda, C. (2008, Spring). CFC Model. The Appropriateness of Celebrity Endorsement in Developing African Nations: A study of Cameroon and Kenya. IBA 8010. Retrieved from: iba8010kelly.alliant.wikispaces.net
Baker, M., Sterenberg, G., and Taylor, E. (n.d.) Managing Global Brands to Meet Consumer Expectations. Retrieved from: http://www.brsgroup.com/PDFs/Managing_Global_Brands.pdf
Haig, M. (2004). Brand Royalty: How the World's Top 100 Brands Thrive and Survive. London and Sterling VA: Kogan Page Ltd. Retrieved from: http://www.untag-smd.ac.id/files/Perpustakaan_Digital_1/BRAND%20NAME%20PRODUCTS%20Brand%20royalty%20%20how%20the%20world%92s%20top%20100%20brands%20thrive%20and%20survive.pdf
The significance of rebranding in a stiffly competitive environment cannot be overemphasized. Organizations often undergo a change in logo, product line, packaging, advertising and other aspects of marketing with the aim of differentiating themselves from competitors, restoring image, and regaining lost market share (Khaund, 2014). Rebranding may also be informed by the need to adapt to change and remain relevant as well as reflect a shift in business strategy, focus, and target market. Reebok, a multinational fitness and sportswear company, recently underwent rebranding to reflect its shift of focus to the fitness industry. Focusing on the company, this paper describes the previous image as a brand, the reason for rebranding, as well as the rebranding undertaken and its effectiveness.
Founded in the 1 ate 1890s, Reebok is one of the largest sportswear companies in the world. With its headquarters in Canton, Massachusetts, the company designs, manufactures, and markets sportswear and…
Why do you feel this is a good statement? You may pick any company.
A good positioning statement is important, because it helps you and your customers narrow down your target market, your specific product and service and why it is better than your competitor. It is important for your positioning statement to be unique, so it is easily remembered and makes you stand out among competitors. It should also be believable and make a claim that is valid, as you want it to bring in customers, but also keep customers returning to buy more of your products.
Taco Bell has a perfect and simple positioning statement "think outside the bun." In this short statement, it gives an idea of the products sold and indicates why it is better than the competitor. With all the fast food restaurants throughout the country, Taco Bell is easily able to stand out, because…
Growth Connection, Good Examples of Positioning statement, retrieved at http://www.growthconnection.com/examples-of-positioning-statements.html
Chanpory Rith (May 13, 2009), Branding 101: How to write a position statement, retrieved on May 12, 2010 at: http://www.smbmarketingguide.com/brand-strategy/branding-101-how-to-write-a-positioning-statement/
For any strategic planning activity to be effective there must be the ability to quickly define process-level changes to increase competitive advantage. Mintzberg's critique of the strategic planning process is illustrated in the shortcomings of the Ashoff Matrix in this regard.
Lack of strategic prioritization of projects within the context of the Ansoff Matrix - the Ansoff Matrix does not provide for strategic criteria to be applied to specific projects. The portfolio management approach to strategic planning specifically has been developed to respond to the shortcomings of the Ansoff Matrix and other analytical constructs like it. Portfolio management is in fact the basis for Boston Consulting Groups' Growth/Share Matrix, or as it is commonly referred to, the BCG Matrix.
Lack of quantification of cash generation and modeling of future financial performance - the shortcomings of the Ansoff Matrix as a strategic tool relative to the needs of strategists, specifically at…
Ansoff, HI (1957). Strategies for Diversification. Harvard Business Review. September - October. 113-124.
Wheelwright, Steven C. And Kim B. Clark. Revolutionizing Product Development: Quantum Leaps in Speed, Efficiency and Quality. New York: Free Press, 1992.
Nike SEC Filings (2007) - SEC filings completed by the company. Accessed from the Internet on April 7, 2007:
K-Swiss Inc. Allocated Costs
K-Swiss has operations on numerous continents with multi-level departmental responsibilities for product and brand management. K-Swiss (2010) divisions create and manage product and thus acquire allocated costs associated with the manufacture and sale. "Adidas and eebok -- and to a lesser extent New Balance and K-Swiss saw big increases in orders from Foot Locker, Adidas, eebok and K-Swiss all report robust sales and big increases in their Foot Locker business..." (etail Top 100, 2003)
As such, these divisions facilitate orders to retail outlets for sale of product. The K-Swiss sneaker division, for example, has an allocated cost for materials, machinery, technology, and labor necessary to manufacture a set number of sneakers. Under many circumstances, these variables are simply called capital and labor. However, for the purposes of cost allocation at the departmental level, the importance of describing the specifics of the cost structure is critical to…
Retail top 100: It's all in the numbers. (2003). SGB, 36(6), 29. Retrieved from http://search.proquest.com/docview/223580746?accountid=13044
Operations Evaluation of Nike Incorporated
Marketing Mix Price
Marketing Mix Place
Factories Based on Region and Product
Current Situation of Footwear Industry
Marketing Mix Product
Nike Current Situation
Marketing Mix Promotion
Changes in Operations orkers at Factories
Code of Conduct Grade Assessment
Operations Evaluation of Nike Incorporated
Understanding how globalization affects a company will be analyzed to explore how Nike Incorporated handles the multiple risks and capitalizes on the benefits of such expansion. As Nike has faced immense growth and criticism due to the complex business model that has led to the number one position in the athletic footwear industry. It has been a challenge to balance strong organizational performance along with required corporate ethical standards expected for a global leader. A critical evaluation of Nike Inc. will…
Harvard Business Case. "Hitting the Wall Nike and International Labor Practices." Case
Number 9-394-198. 2010.
Locke, Richard M. MIT. "Promises and Perils of Globalization" Nike. 2010. <
http://www. scribd. com/doc/31654319/NikeCaseStudy
Lululemon Firm Activities
elevance of Strategies in Firm Activities.
Strategic Firm Activities at Lululemon
Strategic Firm Activities at Lululemon
In establishing and concretizing business operations in a market, it is vital to lay down the necessary strategies to determine the level of diversification of the products produced, their affordability and availability to customers. Some of these strategies worked upon are the corporate level, international, strategic alliance and cooperative strategies. The establishment of Lululemon Company has been at the limelight in addressing these strategies in compliance to its industrial trends and in addressing its comparative and capability gaps. The company has enjoyed exponential revenue rates and vantages towards its market. Considerable micro and macro environments have contributed to the progress of the company.
Corporate level strategy is responsible for defining the market unto which a business stands. It is a business-level strategy that overlooks the functionality of a company.…
Droege, S.B. (2007). Strategy levels. Encyclopedia of Business. Vol 2.
Lamb, C.W. (2011). Marketing. New York: Cengage Learning.
Segal-Horn, S and Faulkner. (2000). The Dynamics of International Strategy. New York: Cengage Learning.
Yoshino, M.Y. (1996). Strategic Alliances: An entrepreneurial approach to globalization. Chicago: Harvard Business Press.
medium sized company, Sportzshoo plc makes a range shoes sports. The company founded privately owned Steve Scott, entrepreneur Olympic gold medalist.
Types of marketing information needed by Sportzshoo
There are various types of marketing information that Sportzshoo PLC will need in order to succeed. It is important for the company to understand the procedures that are needed to gather, sort, evaluate, analyze and distribute the marketing information in order to ensure that marketers have accurate and timely information for their decision making. There are three major types of marketing information that the company needs in order to succeed. These are recurrent information, monitoring information and research or requested information Shepherd, Food, & Agriculture Organization of the United Nations, 1997()
This refers to information that is collected on a regular basis regarding the performance of the organization such as market share, sales volumes, product awareness, brand awareness,…
Allenby, G., Fennell, G., Bemmaor, A., Bhargava, V., Christen, F., Dawley, J., . . . Yang, S. (2002). Market Segmentation Research: Beyond within and across Group Differences. Marketing Letters, 13(3), 233-243. doi: 10.2307/40216637
Barksdale, H.C., Goldstucker, J.L., & DeLaune, J.W. (1995). Marketing information: a professional reference guide. Atlanta, Georgia: Georgia State University Business Press.
Bennett, R. (2007). Sources and use of marketing information by marketing managers. Journal of Documentation, 63(5), 702-726. doi: 10.1108/00220410710827763
Brooks, G.R. (1995). Defining Market Boundaries. Strategic Management Journal, 16(7), 535-549. doi: 10.2307/2486974
Product Placement in Console Games
A growing body of research confirms that one of the best ways to reach male consumers aged 18 to 34 years is to place products in console games. Originally, game developers paid advertisers to include their products in games to lend them authenticity and realism, but advertisers are now paying game developers to have their products placed in popular console games. The introduction of online gaming series has created additional opportunities for product placement and current trends indicate that advertisers will be exploiting this marketing tool even more in the future. This paper provides a review of the relevant peer-reviewed and scholarly literature concerning product placement in console games, followed by a summary of the research and important findings in the conclusion.
eview and Discussion
The introduction of video games such as "Pong" as home entertainment systems more than 30 years ago created an entire…
Andrews, A. (2009, April 1). Amanda Andrews on media: Getting in on the game. Marketing,
Christensen, J. (2009). Global experience industries: The business of the experience economy.
Aarhus, Denmark: Aarhus University Press.
Chinese Manufacturing Industry
The social group that I choose to analyze is the population involved with the Chinese manufacturing industry. I choose this particular group is because of three reasons. The first reason is China's economic develop is growing rapidly relative to the rest of the world. Another interesting fact is that compared with other countries, Chinese labor is much cheaper yet there is still a high skill level. Because of these factors, a large number of products are exported every year and some people have called China "factory of the world." The final reason is personal and it is because I am a Chinese, I have an intimate knowledge with China, and my family is also currently engaged in the manufacturing industry. I have access to information about the environment, economics, and politics that has led to the number of manufacturing companies in China that is currently…
Batson, A. (2007, Nov 05). Politics & economics: In china, big firms benefit from push to curb supply. Wall Street Journal Retrieved from http://search.proquest.com/docview/399090053?accountid=28041
Han, Y., Zheng, E., & Xu, M. (2014). The Influence from the Past: Organizational Imprinting and Firms' Compliance with Social Insurance Policies in China. Journal of Business Ethics, 65-77.
He, Y. (2014). The Dynamic Mechanism and Empirical Study on Distribution and Manufacturing Sector Co-evolution: Evidence from China. International Journal of u -- and e-Service, 317-328.
He, Z., & Liu, H. (2002). An analysis and strategic study of quality management in chinese manufacturing industry. IIE Annual Conference.Proceedings,, 1-6. Retrieved from http://search.proquest.com/docview/192469571?accountid=28041
Nike was founded in 1964 as Blue Ribbon Sports, and became Nike in 1971, by Bill Bowerman and Phil Knight, the latter going on to become the company’s long-serving CEO (O’Reilly, 2014). Today, Nike describes its business in the 2018 10-K as “the design, development and worldwide marketing and selling of athletic footwear, apparel, equipment, accessories and services” (p.55). In addition to the eponymous brand, Nike markets Converse, Hurley, and entire Jordan brand, and others. Nike’s revenues in 2018 were $36.397 billion, up nearly 6% from the year previous. Net income was $1.933 but this was down significantly from the prior year, as the company recorded a much higher income tax expense.
Nike competes in the sports apparel industry, which is estimated to be worth around $184.6 billion worldwide, meaning that Nike holds about a 19.7% share. The industry is mature but still growing, with a CAGR of 4.3% over…
Media outreach is significant to create awareness, which the founder and his staff has done by managing a Facebook account, blog, and twitter page. In particular, the site's blog creates a more in-depth description about products and on-going games. The posts are complemented with stunning visual pictures, videos, details about teams and their players. However, media broadcasting goes further by being connected to YouTube, Foursquare, and Flickr. The workings and maintenance of a business online can be improved by acknowledging the experience of consumers. As a result, Rei permits product reviews, testimonials and an email to contact the company. Patrons and companies live in an age of advocacy, where a positive experience can create more business for a company like Rei's, while an opposite account may result in abysmal failure. Thus, the connections made on Digg and Stumbleupon can foster the former or latter relationships.
The commodities relating to soccer…
World Soccer Shop. Bernard Rei, 2001. Web. 17 Mar. 2011. .
This can be translated as a reaction to the issue of globalization.
Finally, soccer represents a series of common values. The ad campaigns promoted by major sports endorsements have transformed the game from a lawn practice to a global affair. Indeed, companies such a Nike and Adidas, the symbols of American street culture are no longer prevented from offering sponsorship deals to the Chinese teams, especially given the fact that such companies are strong supporters of the Chinese and Indian economies, with factories and subsidiaries all over the world.
On the other hand, Appiah discusses the idea of globalization from a philosophical point-of-view. Thus he argues that there is a strong relationship between individuality as seen in the works of ancient philosophers and in those of Mill and the social structure that we are today (Appiah, 2007). More precisely, he does not consider a clash between individuality and our social…
Appiah, Kwame Anthony. The ethics of identity. Princeton: Princeton University Press, 2007.
Foer, Franklin. How Football Explains the World: An Unlikely Theory of Globalization. London, Arrow Books, 2006.
Week 6. China's Democratisation: Implications for International elations
Is it a fantasy to expect China's democratization through trade and engagement with the West?
It is rather difficult to consider trade as being a democratization tool. Indeed at the moment, political affairs and economic affairs are connected and interdependent. However, China represents a totally different political system and is one of the most important actors on the global economic scene.
The East -- West confrontation represented in the beginning an ideological confrontation between what communist and capitalism stood for in terms of human rights, economic practices, but most importantly political views. During the Cold War, the bipolar system of the world refused to accept any ties, other than symbolic UN -- type of communications between the two poles. Still the U.S., especially during the period of President Nixon reestablished ties with communist China, regardless of its ideological differences. This comes to…
David Zweig and Bi Jianhai, "China's Global Hunt for Energy," Foreign Affairs, vol. 84, no. 5 (2005), pp. 25-38.
All these issues point out to the indubitable fact that the human resource in Taiwan is coming closer to the labor force in the highly developed western economies and that additional efforts will have to be made in order to succeed in the island.
Another human resource issue that is important to be mentioned is given by the different cultural values of Taiwan and the American multinational. Divided by language, religion and customs barriers, Taiwan is closer to the Japanese culture than the American one. This will unavoidably mean that our organization has to hire several human resource specialists to make a transition from the Japanese H issues to the U.S. implementation of human resource policies. Some other issues that have to be understood by our company refer to the decision making process, which is generally done in groups; a decision once made is supported by all individuals, regardless of…
Boje, D., Academic Studying Adidas, Reebok and Nike -- Taiwan, New Mexico State University, College of Business, http://cbae.nmsu.edu/~dboje/nike/taiwan.html last accessed on May 11, 2009
Gross, A., 1996, Human Resource Issues in Taiwan, Pacific Bridge, http://www.pacificbridge.com/publication.asp?id=6 last accessed on May 11, 2009
2009, The World Factbook, Central Intelligence Agency, https://www.cia.gov/library/publications/the-world-factbook/rankorder/2001rank.html last accessed on May 11, 2009
In conjunction with these car ads, car insurance companies took advantage of this by advertising their services as well. Car insurance companies that I noticed advertising through billboards were Safeco, Progressive, and All State. Progressive provided a catchy and positive note to its ad by having the slogan, "Happy drivers make good drivers." From what I can recall in the All State ad, it mentioned something about safe driving, again with a catchy phrase: "Safe driving bonus for not driving like a paparazzi." These car insurance ads, particularly for Progressive and All State, tackle issues relevant to motorists, their target market: both chose to discuss driving behavior, using different ad 'treatments.' Progressive addressed reckless/irresponsible driving by focusing on the ideal driving behavior and its positive outcome, that is, drivers must have a happy temperament in order to be a good driver. All State, meanwhile, chose to go the opposite route…
Another strength is product development. Billabong must continue to fill stores with new, innovative product that shows leadership in the field. This can come from in-house development or from the purchase of smaller brands. The brand equity of Billabong also comes into play with respect to their reputation. They must be able to maintain their reputation, which can be done in part by retaining some credibility within the surfing community. This will require the ongoing development of products specific to that market, as opposed to just general athletic apparel.
Classification of other Competitors
There are two types of competitors that Billabong faces. In the surfwear segment, the company typically faces competition that operates a focus strategy - differentiation. These firms are more focused than Billabong, being specifically surfwear firms. The other type of competitor is the differentiation strategy and the low-cost strategy. Billabong faces this as a result of their…
Billabong financials courtesy of Reuters. Retrieved March 25, 2009 at http://www.reuters.com/finance/stocks/incomeStatement?stmtType=INC&perType=ANN&symbol=BBG.AX
Billabong 07-08 Full Financial Report. Retrieved March 25, 2009 at http://www.billabongbiz.com/documents/20080926_FullFinancialReport30June2008Website_Version.pdf
No author. (2007). Porter's Generic Strategies. QuickMBA. Retrieved March 25, 2009 at http://www.quickmba.com/strategy/generic.shtml
Heil, Karl & Walters, Bruce. (2007). Miles and Snow Typology. Reference for Business. Retrieved March 25, 2009 at http://www.referenceforbusiness.com/management/Mar-No/Miles-and-Snow-Typology.html
Nike, for example, operates in approximately 150 countries around the world. Also, there is room for brand and line extension. This leverages core brands and competencies to move into similar business. In recent years, Nike has built its Hurley and Cole Haan lines in recent years using their manufacturing and distribution competencies, and Reebok has expanded its core brand into ice hockey.
There are many threats to the industry, however. First, the slowing in the U.S. market has resulted in an increase in competition as growth prospects slow for the key firms. The industry is also subject to economic slowdown, especially the top firms, who generally operate with a premium pricing strategy. As most firms in the industry operate with a model featuring global procurement, they are at risk to increases in transportation costs, which cut into their margins.
Another risk is intellectual property rights violations. Two of the key…
No author. (2007). Porter's Five Forces. QuickMBA.com. Retrieved October 27, 2008 at http://www.quickmba.com/strategy/porter.shtml
Cohen, Marshal (2007). USA: Athletic footwear is significant portion of overall footwear market. Fibre 2 Fashion. Retrieved October 27, 2008 at http://www.fibre2fashion.com/news/company-news/npd-group/newsdetails.aspx?news_id=32512
5% of total liabilities. Their retained earnings, on the other hand, total $5.073 billion. The heavy use of retained earnings is partially explained by their view of themselves as a growth company. hile they pay a dividend, Nike prefers to re-invest much of its profits back into expansion. They do not feel that the market has matured sufficiently to stop their aggressive growth strategy. Another consideration in their capital structure is the cost of capital. On account of its low volatility, Nike has a low cost of debt, approximately 6.8% using CAPM. Their long-term debt is primarily a revolving credit facility. The rate, based on their a+ rating, is LIBOR + 0.15%, which would equate to 4.12% based on the October 15th price of the 1-year LIBOR. If anything, Nike could become more financially efficient by increasing their use of debt financing.
Nike places strong emphasis on human resources. They…
Cohen, Marshal (2007). USA: Athletic footwear is significant portion of overall footwear market. Fibre 2 Fashion. Retrieved October 21, 2008 at http://www.fibre2fashion.com/news/company-news/npd-group/newsdetails.aspx?news_id=32512
Some financial information, ratios from Reuters. Retrieved October 21, 2008 at http://www.reuters.com/finance/stocks/overview?symbol=NKE.N
Nike 2008 Annual Report. Retrieved October 21, 2008 at http://media.corporate-ir.net/media_files/irol/10/100529/Areports/ar_06/docs/10k.pdf
Nike 2006 Annual Report. Retrieved October 21, 2008 at
ROA % (Net)
ROE % (Net)
ROI % (Operating)
EBITDA Margin %
alculated Tax Rate %
Consider the text's chapter 8 Product Development & Commercialization strategic and operational process steps. In your opinion, which strategic and operational process steps in chapter 8 would Callaway Golf Company benefited most from using in the year 2000? Be specific (i.e. support your answers using PAGE NUMBERS and QUOTATIONS FROM the TEXT) and concise in your answers.
Despite the insistence of Ely Callaway and others that innovation, not market orientation or market planning should dominate the company's direction, they are in fact racing into a more mature market and do need to stay attuned to market demands. The first phase of the product development and commercialization process states that "corporate and marketing strategies should influence idea generation for products." (pg. 135) This is counter to the heavily innovation-based approach that Callaway has engrained into its culture. Second, Callaway tends to have their R&D function running independently of all other strategies and functional areas. As a result, by 1999, the company has earned the reputation of flooding the market with new product introductions, a strategy competitors can easily follow through product line extensions. The focal point of the product line race going on are the trade shows in Las Vegas and Florida where dealers evaluate new clubs to consider carrying. This proliferation of new products is meant as a strategy of outdistancing the competition yet is leading to confusion within the distribution channels as customers' salespeople grapple with how to sell existing golf club lines, often not having time to study and effectively sell the new ones. As the books states on page 136 "A proliferation of products and product variations might cause complications with little or no payoff."
R&D as a function needs to also be defined through guidelines established through cross-functional product development team leadership as well. Within the context of the case study Callaway is not actively involving Customer Relationship Management and Supply Chain Management, two critical areas that can help R&D appreciate the constraints of the broader market and also provide greater insights into how R&D can make greater contributions to the value chain of the company. As is stated in the book, "The involvement of the process team from customer relationship management and supplier relationship management is central to managing the relationships across the supply chain (pg. 137)." Lastly Callaway needs to concentrate on having better focus on the strategic objectives behind each new product development effort, instead of just launching new products for the sake of speeding new product introductions through the industry. As the books states on page 140 "...better management of the product development and commercialization process can lead to sales increase as a result of rolling out successful new products, improving product availability, retaining existing customers and also attracting new customers." Taken together these are critical objectives for the company to base each specific product development project on, and selectively choose those that will lead to the greatest potential increase in profitability.
A major problem encountered by the company that sent most of its work abroad is that of controlling the operations undergone within foreign countries. "At the Canton headquarters of Reebok, Gregg Nebel tries to keep tabs on the foreign factories that churn out his company's products. Nebel's team is working with officials in Mexico to make sure suppliers there are meeting Reebok's standards for fair wages and worker safety. He says his job gets harder each day, because Reebok and its parent company Adidas rely on foreign manufacturers more than ever" (Nickisch, 2008). A crucial issue in this instance is given by additional expenditure. For example, the company had to settle a lawsuit for the death of a four-year-old with one million dollars, and this raises the question whether the money saved are efficiently spent.
Through a generalization of their operations and practices, it can easily be observed that the…
Nickisch, C., April 18, 2008, the Problem of Outsourcing, WBUR, http://www.wbur.org/news/2008/76668_20080418.asplast accessed on May 26, 2008
Parloff, R., April 26, 2006, Not Exactly Counterfeit, Fortune Magazine
Thompson, a., May 12, 2006, Companies Buck the Outsourcing Trend, MSNBC, http://www.msnbc.msn.com/id/12760698/last accessed on May 26, 2008
Van Dusen, S., 1998, the Manufacturing Practices of the Footwear Industry: Nike vs. The Competition, the University of North Carolina at Chapel Hill, http://www.unc.edu/~andrewsr/ints092/vandu.html last accessed on May 26, 2008
WorldCom (CEO Bernard Ebbers) supported by years of profitability arising from the deregulation of phone companies was a fast moving stock that was highly toted by stock specialists as a must buy, even while it was seriously hemorrhaging from bad and fraudulent business deals and its own shoddy accounting, cover ups and bad investment deals.
WorldCom quickly supplanted at&T as the favorite of many investors, based heavily on Grubman's recommendations. The investment world quickly sang WorldCom's praises as a result. A technology magazine, Network World, named it one of the ten most powerful companies, behind only Cisco and Microsoft. After listing its virtues, the magazine went on to conclude that, "MCI WorldCom will probably be a keeper on this list." 18 as for its investment virtues, Grubman claimed that it was a traditional "widows and orphans" stock, to be held for the long-term. Based partially upon his recommendations, Fortune listed…
Beauchamp, Tom. L. Bowie, Norman. E. Ethical Theory and Business 7th Ed. New York: Prentice Hall, 2003.
Dalla Costa, John. The Ethical Imperative Why Moral Leadership Is Good Business. Reading, MA: Perseus Publishing,1998.
Fox, Loren. Enron: The Rise and Fall. Hoboken, NJ: Wiley, 2003.
Geisst, Charles R. Wall Street: A History: from Its Beginnings to the Fall of Enron. New York: Oxford University Press. 2004.
being specific. In addition, the use of advertising and sales promotion also is used on products that are quickly purchased yet have a high level of customer loyalty associated with them. All of these conditions would favor using an advertising and sales promotion driven approach over a personal selling one. Examples of products in this category include soft drinks, groceries of all types, and low-end consumer electronics that are purchased quickly based on brand loyalty over intensive analysis. In general, products that have lower margins and are highly commoditized are those that are sold through this approach. Personal selling on the other hand is very expensive as a sales strategy are often is used in situations where the sales cycles are longer as customers evaluate options more thoroughly, and where the products being sold are much higher in price. The greater the price of a product, the less commoditized it…
Michael Burkett (2005, July). The "Perfect" Product Launch. Supply Chain
Management Review, 9(5), 12-13. Retrieved November 21, 2007, from ABI/INFORM Global database. (Document ID: 875601091).
Jari Collin, Dennis Lorenzin. (2006). Plan for supply chain agility at Nokia:Lessons from the mobile infrastructure industry. International Journal of Physical Distribution & Logistics Management, 36(6), 418-430. Retrieved November 20, 2007, from ABI/INFORM Global database. (Document ID: 1079220951).
Chan Kim, Renee Mauborgne. (2005). Value innovation: a leap into the blue ocean. The Journal of Business Strategy, 26(4), 22-28. Retrieved November 22, 2007, from ABI/INFORM Global database. (Document ID: 888965931).
This kind of competition can prove to be more effective than governmental regulations since firms are reluctant to follow government mandates.
Secondary research has been used as the main tool. Important journal articles, case studies and analyses have been included to understand the concept of CS and its use in gain competitive advantage.
ANALYSIS and DISCUSSION
Social responsibility is closely connected with concern for financial growth. According to this belief, firms seek to maximize their profits by investing in a healthy environment and other public good projects. The firms that have successfully attained the prestigious image of being socially responsible follow this ideology. These firms choose to be more socially conscious not because of any real intention of creating a healthier society but because their actions seem to influence buyer behavior in a positive manner. Companies are thus rapidly developing serious CS policies with exclusive departments dealing with this.…
Miller, H. "Businesses don't have social responsibilities; people do." The Miami Herald 21 July 2004.
The Good Company." The Economist. 22-28 Jan. 2005: 11.
Braungart, M; McDonough, W. Cradle to Cradle. New York: North Point Press, 2002.
Aaronson, S; Reeves, J. Corporate Responsibility in the Global Village: The Role of Public Policy. Washington, DC: National Policy Association, 2002.
3. Limitation of individual model - synergies obtained by combining strategic analyses models
All analysis models presented in the previous chapter represent useful but not exhaustive methods of deciding the future of a company or its products.
As there is no perfect model, the joint usage of them might bring most value to the company.
Ansoff analysis generally assumes that diversification will bring higher returns when higher levels of risks are undertaken (diversifying the market and/or the product), should not be practically used by itself, as it does not say anything about a company's capacity of venturing in new markets or sustaining the development of new products, as it also does not say anything about the acceptance of the new product on the existent market and/or of the existent products on new markets.
Therefore, other analysis that will take into consideration both internal and external variables of a company (like…
Adams, J. (2005), Analyze your Company using SWOTs, Supply House Times, Vol. 48, Issue 7, p. 26-28
Ansoff, I.H. (1957), Strategies for diversification, Harvard Business Review, Vol. 35, No. 2, p. 113-124
Ansoff, I.H. (1989), Corporate Strategy, Rev. Ed., Penguin, Harmondsworth
Bennett, a.R. (1994), Business Planning: Can the Health Service Move from Strategy into Action?, Journal of Management in Medicine, Vol. 8, No. 2
12). Six weeks after that public relations disaster for RC2 Toys, other toy company, Fisher-Price, was obliged to recall "nearly 1 million of its most popular character toys, also because of lead paint," Field continues. Not long after those embarrassing recalls, Mattel and Fisher-Price announced "three more recalls from China" (Field, 12).
When an adult item is recalled, it doesn't make as big a negative splash as when items for children are recalled, so the toy industry was truly rocked by these events. One can also factor in the American economic downturn at the time of these above-mentioned recalls; that is, when people are out of work by the millions, and many are having their homes foreclosed, to have one's hard-earned dollars spend on a product that might sicken family members is doubly impactful on the negative side of the ledger.
Field explains that the recalls have had a "far-reaching…
Adams, Duncan. 2007, 'Baby crib recalled over bolts: Bassett Furniture imported the item from China. Fasteners in the railings can work loose,' Roanoke Times, Retrieved August 5, 2011, from EBSCOHost.
BBC News. 2011, 'China officials close fake Apple stories in Kunming city,' Retrieved August 6, 2011, from http://www.bbc.co.uk .
Canadian Press. 2008, 'Melamine fears: FDA slaps sweeping hold order on foods imported from China. Retrieved August 5, 2011, from TOPICsearch.
De Melim, 2007, 'Can we trust Chinese manufactured furniture?' Cabinet Maker, issue 5553, Retrieved August 6, 2011, from EBSCOHost.
Financial Analysis of Nike
Nike Corporation (NKE: NYSE) is a global leader in the research and development, design and global marketing of a series of apparel, accessory, equipment and footwear products. The company is globally recognized for its excellence in marketing with the Nike brand being considered one of the top ten globally every year in consumer surveys where unaided awareness is the basis of analysis (Kwon, Kim, Mondello, 2008). Nike has one of the most extensive supply chains of any global apparel manufacturer, with a series of supplier quality audits and compliance standards including Corporate Social esponsibility (CS) initiatives and programs are enforced across the thousands of companies it sources from (Doorey, 2011). Today Nike operates in 170 different nations, dividing their overall operations into six divisions including China, Central and Eastern Europe, North America, Western Europe and Emerging Markets. Nike has over two dozen product lines it sells…
Doorey, D.. (2011). The Transparent Supply Chain: from Resistance to Implementation at Nike and Levi-Strauss. Journal of Business Ethics, 103(4), 587-603.
Kwon, H., Kim, H., & Mondello, M.. (2008). Does a Manufacturer Matter in Co-branding? The Influence of a Manufacturer Brand on Sport Team Licensed Apparel. Sport Marketing Quarterly, 17(3), 163-172.
Nike Investor Relations (2011). Investor Relations. Retrieved December 13, 2011, from Nike Investor Relations and Filings with the SEC Web site: http://investors.nikeinc.com/
Venkat Ramaswamy. (2008). Co-creating value through customers' experiences: the Nike case. Strategy & Leadership, 36(5), 9-14.
Select multinational organizations describe main line business organizations. Examine ways companies utilizes internet part marketing strategies. Identify current potential problems recommendations improvement.
Multinational enterprises (MNE)s: Nike and Kellogg
Multinational enterprises (MNE)s: Nike and Kellogg
A multinational enterprise (MNE) is defined as a firm that is based in two or more nations. Although they began as iconic American companies, Nike and the Kellogg Corporation have operations all over the globe and have customers in almost all of the developed and much of the developing world. But because of the different types of products they sell, the ways in which they reach their customer base -- particularly online -- are quite distinct.
The multinational company Nike uses the Internet to both advertise its products as well as to sell its products. Nike markets fashion-forward sportswear that is supposed to fill a functional purpose, but also is noteworthy because of its style.…
Holmes, Stanley. (2004, September 20) The new Nike. Businessweek. Retrieved March 3, 2011
Kellogg: Promotions. (2011). Homepage. Retrieved March 3, 2011 at http://www2.kelloggs.com/PromotionSearch.aspx?search=
Nike. (2011). Homepage. Retrieved March 3, 2011 at http://www.nike.com/nikeos/p/nike/en_US/?sitesrc=uslp