1.1.3PriceSome of the Nike's products are priced fluctuations_ Jacket sport wear: 2.000.000-3.000.000 VND_ Nike Air max 95 – 97: 5.000.000 VND_ Fashion shoes like Nike Roshe Run: 2.000.000 VND_ Golf Nike hat: 500.000 – 1.000.000 VND_ T-shirt: 500.000 – 1.000.000 VNDPicture 2: Air max 97 of Nike23
(Source: )1.1.4Weaknesses+ Revenue depends largely on footwear+ NIKE largely depends on independent manufacturers outside of United States to supplyit fabrics and also to produce most of its products. Therefore, they have limited control onthe quality of their product1.2AdidasPicture 3: Adidas’ logo(Source: )1.2.1Strengths+ With its 2400 store globally accounting $4.3billions, the company is in strong financial position.+ By selling it from online stores to company owned stores to supermarket stores, Adidas has an effective distribution system for their products available through different channels.+ Celebrity endorsements & sponsoring major sports organizations such as FIFA, UEFA, NBA & Olympics has increased the awareness of Adidas in the market & hence it has increased the highly targeted customer base as well.24
1.2.2ConfrontationLike NIKE and FILA, Adidas target customers and target markets are young people, sports people and urbanites. Both FILA and ADIDAS are focusing on launching new models in the near future. FILA has a medium price tag, while ADIDAS and NIKE are more focused on the premium segment.1.2.3Price_ Types of ADIDAS boost (4.000.000 – 8.000.000 VND)_ Fashion, simple Shoes (2.000.000 – 3.000.000 VND)_ ADIDAS T-Shirt (1.000.000 – 2.000.000 VND)_ BALO (800.000 – 2.000.000 VND)Picture: 4: Stan Smith of Adidas(Source: )1.2.4Weakness+ High price range due to innovative technology & Production methods have made the brand affordable to limited customers only, especially in developing countries.+ Adidas has 93% of production outsourced to 3rd party manufacturers (largely to Asia) to avail of low labor cost & easy availability of resources. They are running a risk of overdependency on outsourcing especially in Asian markets. Also, the overall quality of 25
products perceived by the consumers of developed economies is a major concern as far asbrand is concerned2. Indirect competitorsBesides, FILA also has some competitors are domestic company like Bitis Hunter in Viet Nam.2.1BitisPicture 5: Bitis Hunter(Source: )2.1.1Strength+ Competitive price+ Because it is a domestic company, Bitis has customer’s loyalty+ Ad campaigns are quite successful2.1.2Weakness+ Bitis Hunter is a new brand, so it does not have a lot of old customers+ Low customer retention + The production quality is not high26
2.1.3ConfrontationBitis is just brand about footwear, so sports shoes are the main competitive product. Both of FILA and BITIS HUNTER are competitively priced in Viet Nam market, mainly targeting medium-sized customers. Dynamic, simple style is also the trend of them.
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- Fall '19
- Ho Chi Minh, Brand, Ho Chi Minh City, FILA