Topics: Athletic shoe, Nike, Inc., Puma AG Pages: 1 (357 words) Published: April 14, 2013
Emi Fumita Sari
English Practical
Homework week 1
1. Find three examples of different brands that sell the same category of products. What is the value promised for each of them?
2. How can you explain the fact that sometimes products keep on getting better and better but still they won’t sell?
3. Focus on ethics: Is it fair that a retail chain can exert so much power over a supplier? Are there any benefits to consumers?

Nike, Adidas and Puma are the examples of different brands that sell the same category of products. For instance, sport clothes, sport shoes, sport accessories and so on. They have been competing for a long time ago. Each brand had values that they promised. For instance, Nike, they promised to gives its customers more than just good athletic gear; Adidas promised performance, passion, integrity and diversity as their values; and Puma promised to be eco services which used to produce its sports shoes and clothes, signaling a radical change in the way business will account for its use of natural resources. Although, they have the same category of products but, not all of their products are sold. This is because they probably did not find the right market to sell the products or they did not make a good relationship with target customers. Therefore, they need marketing environment which is consists of a microenvironment and a macroenvironment. Furthermore, they also need cultural environment because it can affect marketing decision making. In addition, competition is one of the reasons why they won’t sell the products, because consumers could choose which products they will buy with the best quality. High price is also another reason. Thus, it depends on the customers and their spending pattern. From my point of view, it is not fair because the retailers will gain more profits than the suppliers. Indeed, there will be no benefits for the customers. In fact, if the retailers sell the products more expensive than they...
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