INTODUCTION
An organization is established, it has some mission and vision. This mission and vision define its operation and research. To fulfill the organization’s mission they have to develop top level plans and sustain long term competitive advantage that is Strategy. Following this definition, when an organization has mission, develop a plan and understand the “sustainable” competitive advantage - where competitor cannot easily duplicate the firm’s strategy.
The most difficult challenges facing organizations is that strategies are not always efficient as originally planned. So decision taker has to be perfect while strategy formulation which is an interative process (1). For strategy formulation, decision maker should produce clearly defined recommendation, with supporting justification that covers the mission and vision of the organization (2). An effective strategy formulation enables the organization to create the strategies and strengthen their position (3).
Here in this paper there is a discussion about strategies develop by several companies which are listed in top 10 well famous sports brands. To make brand successful, it is necessary to have a good strategy. Some of the companies focus on marketing and some on production (varieties) to making strategy. It is up to the company in which way they want their brand awareness.
Puma, Nike, Addidas are in the list of top 10 sport brands that have developed a different strategies and getting success in their business. Some of them are corporate level, business level and functional strategy. If these three sets of recommendations fit together in a mutually supportive manner that forms an integrated hierarchy of strategy, in the order given (2).
...
... middle of paper ...
...ews/puma-unveils-strategy-to-unify-brand/4005737.article
9. Afaqs news 3 nov 2011
10. HOULISTON, T. (2013, March 12). WH TESTS: PUMA COMPRESSION TIGHTS. . Retrieved April 30, 2014, from http://whttp://www.womenshealthsa.co.za/wh-tests-it/new-puma-compression-tights/ww.afaqs.com/news/people/tributes/
11. .(http://comparisonz.com)
12. ()
13. hansen, M. N., & pedersen, D. G. (2010, January 1). A Comparative Analysis of Nike and Adidas Commercials- - A Multimodal Approach to Building Brand Strategies. . Retrieved , from https://www.google.com/a-comparative-analysis-of-nike-and-adidas-commercials-a-multimodal-approach-to-building-brand-strategies.html
14. prince, r. (2008, July 23). Puma: The History of the Sports Shoe Company. Yahoo Contributor Network. Retrieved April 30, 2014, from http://voices.yahoo.com/puma-history-sports-shoe-company-1645817.html?cat=46.
Mihai, Alexandru. “The Strategic Sports Marketing Planning Process.” Manager. Manager Journal, 2013. Web. 6 December 2013.
I have choosen to use th XFL as a marketing vehicle for my energy/supplement bar. The XFL has been able to position itself as a fast paced hardcore football league. The nature of the leage would compliment the nature of my product in that people will assosiate my product with the action on the field. The league is focusing on a younger active audience and that is the same target market that I am looking to reach with my product. The high awareness and anticipation for the league makes this an ideal time for my product to be introduced to the market.
When I learned that I had to write this research paper, instead of procrastinating, I convinced myself to JUST DO IT. This phrase also happens to be one of the signature phrases of the leading athletic apparel company, Nike. The JUST DO IT campaign has been very successful for Nike, but it is not he sole reason for their success. Nike’s campaign has definitely persuaded me to go out and buy a few Nike products. So what exactly does Nike’s persuasive campaign consist of? This paper will discuss all aspects of Nike’s persuasive campaign. Some of the campaign’s strategies, goals, and techniques will be revealed. Some persuasive theories that can be applied to the Nike advertising campaign will be identified and explained. After discussing these theories, the specific arguments of the campaign will be validated. Overall, the entire campaign will be analyzed and it will be determined whether the campaign is a success or a failure.
Since its creation, Nike has proven itself as a popular brand and it has created niches by selling products such as footwear, apparels and various types of sports equipment. This paper will attempt to trace the product development of Nike shoes from its origins in conception and design to the manufacturing and production process located in contract factories in developing countries to advertising and marketing of Nike as a cultural commodity and finally, the retailing of the footwear around the world.
It is very important to differentiate from you competitors by a clear marketing strategy. Nike does this in one single act. Nike does not create different strategies that would imply more cost, less results and confusion in a globalizing world.
middle of paper ... ... d it to establish a brand image characterized by authenticity and quality. Moreover, they came up with a more enduring concept of ‘comfortable, sweet-wicking gear’ which help the perception of the Americans on athletic clothing. UA also managed to convince former team mates like Eddie George to wear its shirts. This strategy worked well, for it enabled the shirts to gain further and wide exposures.
There are as many brands as there is ants in the world, but the two brands that pop out are adidas and nike. Those two brands have been going head to head for ages to see who is the better brand. It’s been tested, compared, and debated which brand is better. Whether it’s the quality of the materials or the cost of it, the debate is ongoing. Both brands have been fighting for the top ever since they were both created and I don’t blame them it’d be fantastic to be the best brand in the world. When Nike and adidas are contrasted, it becomes clear that the Adidas brand are better for the overall consumer and enhances sport performance than Nike.
The marketing goals are: Increase customer retention, Increase eCommerce Sales, Increase our Community Involvement. The first goal specifically works towards reaching 60% repeat sales through different promotional strategies like emotional marketing and sponsoring different professional athletes. Customer retention is extremely important to maintain Nike’s market leader position. Increasing eCommerce is a major focus for Nike. Last year we were able to increase our eCommerce sales by a profitable 51%. Our second goal is to continue this trend by increasing online sales by 50% every year for the next four years. It is our belief that doing so will solidify Nike as a leader in the online athletic market. Nike truly believes that sport can change
However, the CEO of Nike has a great vision which is” Nike is more than sport and more than sport shoes” In addition, there are pros and cons of the Nike’s brand. The pros of Nike brand are that Nike has the ability to fight the other competitors such as Adidas. Also, Nike has the ability to maintain the brand’s image that helps Nike to create the price. Another pro is that Nike is more than sport and shoes as the CEO of Nike
Nike’s positioning in the market has more of a mass appeal compared to their main competitor Adidas who strive to make products for elite athletes. The positioning strategy for Nike is currently working at a satisfactory level as Nikes global annual sales between 2013-2014 was reported as 27.8 billion (Statista, 2014) compared to Adidas’ 19.95 billion (Statista, 2014). The global market for sports apparel is expected to grow at a compound annual growth rate of 4% between 2012-2019, Nikes compound annual growth rate during 2010-2012 was 12.3% which is an excellent result as the brand’s growth was larger than the market as well as outgrowing Nike’s closest competitors Adidas, Puma and Asics (Forbes,
Nevertheless, Nike is an extremely diverse company with outstanding organizational structure, impressive marketing strategy, and innovative products. The organizational structure of the Nike Corporation helped them become a leading innovator for the world with creative apparels and shoes. Their intelligent marketing strategies assist them in advertising their products to motive their customers and sell them. Their innovative product motivates customers with great performance footwear and quality designs to take on any obstacles. The Nike Corporation discovers various ways to improve their organizational structure to inspire the world.
Nowadays, there are so many famous sportswear companies that exist in the market globally, which make people have more product varieties that they can choose. In addition, most of those companies have become very important for its host countries, in terms of supporting their economic development. Yet, the existence of those companies can also possibly bring some problems to the host countries, as well as negatively affect the countries’ people (Pettinger, 2008). In order to explain it better, the existence of Adidas in Indonesia is used in this report to give more information about what makes Adidas becomes a successful company in the world, as well as providing problems that Adidas has in Indonesia.
Strategic implementation is a critical factor when making decisions regarding issues that affect the vision, mission, or objectives of an organization. Strategies are often implemented in accordance to the culture of the organization, the nature of control systems, the stakeholders, and the nature of the organizational design. In order to achieve success in the implementation of strategies, the structure of these factors must work in coordination with one another. For instance, the strategic vision of CPK lies in the creation of a globally recognized brand name and therefore, all of the goals and objectives of CPK must be directed in realizing that the company achieves this objective (California Pizza Kitchen 2011). Furthermore, the vision statement is inclusive in itself in that it communicates the message in a directional, flexible, and focused manner.
People often view sports as a special experience or having a special place in their everyday lives, therefore marketers must approach sport marketing differently than they do traditional items, such as, cars, groceries, or a gym membership. There are other elements of sport products, the game or event, which makes it unusual: an intangible, ephemeral, experiential, and subjective nature, strong personal and emotional identification, simultaneous production and consumption, dependence on social media facilitation, and inconsistency and unpredictability.
In reviewing the case of New Balance Athletic Shoe, Inc. it is clear that there are a few major problems that the company is facing. First of all, New Balance falls behind its other major competitors, Nike, Adidas and Reebok, in the area of marketing. Unlike its competitors, New Balance does not undertake celebrity endorsements. This puts them at a disadvantage when it comes to brand building. This also causes the company to lose out somewhat on gaining awareness on a global scale as it lacks endorsements in major sporting events. Most global brand names generate strong brand recognition through celebrity endorsements in sporting events that would give them the needed momentum to carry their brand name further into the global market.