the Nike team in 1984 Like Mike became a slogan that fits peoples admiration

The nike team in 1984 like mike became a slogan that

This preview shows page 1 - 3 out of 5 pages.

the Nike team in 1984, "Like Mike" became a slogan that fits people's admiration for Mike Jordan. When Jordan retired in 1999, Nike could not find an athlete to replace him. Therefore, Nike turned to a new event called "Nike Play", which consisted of a series of short films that showed personal achievements and encouraged everyone to participate. We can see that the market strategy changes according to consumer preferences. Responding quickly to market changes is precisely the magic weapon for maintaining Nike's core competitiveness in the footwear market (Moon and Moon, 2016) . THE RIVAL – ADIDAS GROUP The following chart (figure 1) has indicated that the activity apparel and sportwear markets have
Image of page 1
continued to grow globally, figure1. Revenue of global sports brand from 2016 to 2019(in billion U.S. dollars) (source: ) As we can notice from the chart, that Nike and Adidas, two well-known sports brand companies, have maintained fierce competition in the market for many years. There is no loser in this war of no smoke, and the analysis of the brand strategy of the two companies has become the worship and observation of the entire industry. In this regard, we can compare and analyze the brand strategies of Nike and Adidas through comparative analysis. Nike pays more attention to innovation, R&D departments, and market segmentation, while Adidas focuses on differentiation and emphasizes expanding operations to gain access to emerging markets. Cooperating with their respective resources, the two companies have established their respective competitive advantages on different foundations. Nike VS Adidas: the business strategies Adidas adopts the "upstream suppliers to downstream buyers" business model. Adidas' business model is extremely focused on producing high-performance products established on the particular requirements of athletes and clients to illustrate its value and mission. Adidas, like other famous sports brands, designs, and commissions them (Mishra, 2011). After designing sports products, Adidas handed over the blueprints to the foundry companies to produce. Of course, these manufacturing companies must meet the production standards of Adidas before they can obtain the authorization of Adidas. In addition, the company strives through creating a closed loop for product creation and production faster by continuously improving infrastructure, processes, and systems. In addition, Adidas emphasized that by streamlining the global product line, integrating the base of the warehouse, and synchronizing services from the market, the complexity at the group level has been greatly reduced. The constant innovation model in the supply chain can instantly give a response to consumer needs. This model has prompted global investors to
Image of page 2
Image of page 3

You've reached the end of your free preview.

Want to read all 5 pages?

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern

Stuck? We have tutors online 24/7 who can help you get unstuck.
A+ icon
Ask Expert Tutors You can ask You can ask You can ask (will expire )
Answers in as fast as 15 minutes