Nike versus Adidas
As companies decided to dip into new markets, they develop a marketing plan, review external and internal contingencies and complete a SWOT analysis on their organization and competitors. Adidas is one of those companies that have completed this task as it prepares to fight against Nike to become the number one company in the market for footwear and sports apparel.
With Adidas and Nike being in the same market they have similar external contingencies, yet different views on their internal contingencies. As far as their external contingencies, both companies have to focus on competition, technology and the economy. With competition, both companies are competing against one another, and other companies in the sports apparel market such as Under Armour, Saucony and New Balance. As far as technology goes, consumers are able to get online and purchase products instead of going to the stores. Lastly, with the economy heading south, consumers have less disposable income to spend on these products because they have more important things they need to buy.
When it comes to internal contingencies, Nike and Adidas look at things differently. Nike’s mission statement is To bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete (Nike). This mission is simple but it gives their organizations goals and objective to inspire people, not just athletes. On the other hand, Adidas mission statement is a more complete and well rounded. They state they strive to be the global leader in the sporting goods industry with sports brands built on a passion for sports and a sporting lifestyle. We are committed to continuously strengthening our brands and products to improve our competitive position. We are innovation and design leaders who seek to help athletes of all skill levels achieve peak performance with every product we bring to market. We are consumer focused and therefore we continuously improve the quality,...
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