Comparison of Nike and Adidas
Executive summary
This report provides an analysis and evaluation of two of the biggest companies Nike and Adidas in athletic footwear industry. One of the most popular products is selected from each of the company to investigate. The report is conducted by analysing detail into the athletic footwear industry and both companies’ background, macro and micro environment forces, market segmentation, target markets, targeting strategies and position strategies. Many secondary researches which will be in the appendices to are done to finish the report. The results show that Adidas and Nike have similar market segmentations and targeting market. Their targeting strategy and positioning strategy are also similar, although the major parts of their micro and macro environmental factors are different.
Although both Nike and Adidas have their important role in the athletic footwear market and they both hold great number of market share in the industry, there are still many potential consumer groups they have not developed in the developing countries as both of them aim to customers who have higher income level and brand loyalty.
The finding of this report is still limited as most of the researches are secondary or out of date. The global economy changes rapidly in the modern society. Also some specific information is not open to the public, hence the analysis that can be done is very limited
.
Table of Contents
Introduction…………………………………………………………………………..3
Industry background……………………………………………………………...…4
The Company background…………………………………………………………..5
Macroenvironmental forces……………………………………………………….…6
Micro environmental forces…………………………………………………………9
SWOT analysis……………………………………………………………………...11
Market segmentation…………………………………………………………….…13
Target markets……………………………………………………………………...14
Targeting strategy…………………………………………………………………..15
Positioning strategy…………………………………………………………………17
Recommendations…………………………………………………………………..18
This report provides an analysis and evaluation of two of the biggest companies Nike and Adidas in athletic footwear industry. One of the most popular products is selected from each of the company to investigate. The report is conducted by analysing detail into the athletic footwear industry and both companies’ background, macro and micro environment forces, market segmentation, target markets, targeting strategies and position strategies. Many secondary researches which will be in the appendices to are done to finish the report. The results show that Adidas and Nike have similar market segmentations and targeting market. Their targeting strategy and positioning strategy are also similar, although the major parts of their micro and macro environmental factors are different.
Although both Nike and Adidas have their important role in the athletic footwear market and they both hold great number of market share in the industry, there are still many potential consumer groups they have not developed in the developing countries as both of them aim to customers who have higher income level and brand loyalty.
The finding of this report is still limited as most of the researches are secondary or out of date. The global economy changes rapidly in the modern society. Also some specific information is not open to the public, hence the analysis that can be done is very limited
.
Table of Contents
Introduction…………………………………………………………………………..3
Industry background……………………………………………………………...…4
The Company background…………………………………………………………..5
Macroenvironmental forces……………………………………………………….…6
Micro environmental forces…………………………………………………………9
SWOT analysis……………………………………………………………………...11
Market segmentation…………………………………………………………….…13
Target markets……………………………………………………………………...14
Targeting strategy…………………………………………………………………..15
Positioning strategy…………………………………………………………………17
Recommendations…………………………………………………………………..18
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