the Nike team in 1984, "Like Mike" became a slogan that fits people's admiration for MikeJordan. 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 shortfilms that showed personal achievements and encouraged everyone to participate. We cansee that the market strategy changes according to consumer preferences. Respondingquickly to market changes is precisely the magic weapon for maintaining Nike's corecompetitiveness in the footwear market(Moon and Moon, 2016).THE RIVAL – ADIDAS GROUPThe following chart (figure 1) has indicated that the activity apparel and sportwear markets have
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 ofno smoke, and the analysis of the brand strategy of the two companies has become the worshipand observation of the entire industry. In this regard, we can compare and analyze the brandstrategies of Nike and Adidas through comparative analysis. Nike pays more attention toinnovation, R&D departments, and market segmentation, while Adidas focuses on differentiationand emphasizes expanding operations to gain access to emerging markets. Cooperating with theirrespective resources, the two companies have established their respective competitiveadvantages on different foundations.Nike VS Adidas: the business strategiesAdidas adopts the "upstream suppliers to downstream buyers" business model. Adidas'business model is extremely focused on producing high-performance products establishedon 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 foundrycompanies to produce. Of course, these manufacturing companies must meet theproduction standards of Adidas before they can obtain the authorization of Adidas. Inaddition, the company strives through creating a closed loop for product creation andproduction faster by continuously improving infrastructure, processes, and systems. Inaddition, Adidas emphasized that by streamlining the global product line, integrating thebase of the warehouse, and synchronizing services from the market, the complexity at thegroup level has been greatly reduced. The constant innovation model in the supply chain caninstantly give a response to consumer needs. This model has prompted global investors to
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.
KiranTemple University Fox School of Business ‘17, Course Hero Intern
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.
DanaUniversity of Pennsylvania ‘17, Course Hero Intern
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.
JillTulane University ‘16, Course Hero Intern
Stuck? We have tutors online 24/7 who can help you get unstuck.
Ask Expert Tutors
You can ask
You can ask
You can ask
(will expire )