英文版Nike、Adidas市场优势比较.ppt

Outline Introduce Strategy responsibility Logo conclusion comparability Major Markets : Nike: Basketball, Cross-training, Running, Women and Children’s shoes Adidas: Soccer, Tennis, Athletics Key Sponsorships : Nike: Michael Jordan; Mia Hamm; Tiger Woods; Brazil Soccer Adidas: New York Yankees; University of Tennessee; Kobe Bryant Strategies : Nike: ? Domestic market focus ? Shifted focus to soccer in order to gain international recognition ? Started athlete sponsorship frenzy ? Has created new look shoes to excite bored customers ? Nike Team Sports ? Changes shoe designs frequently to stay ahead of competitors ? Customized products (Nike ID) ? Uses overseas manufacturing factories to cut production costs. ? Perfected its internet site with custom footwear options ? Has lead the industry in advertising and marketing strategies Strategies : Adidas: ? European market focus ? Adidas dominates the world market, specifically the soccer market which is considered the world’s sport. ? Sponsors professional athletes and athletic teams in response to Nike’s marketing technique ? Tries to cut production time and cost in order to be more efficient ? Uses low wage labor to cut production costs ? Has enhanced marketing and advertising budget ? Has recently tried to expand its market to sports equipment and apparel Outsourcing: Nike: ? Nike is not a production company; almost all shoes are outsourced; the home office in Beaverton designs, develops and markets the goods ? Subcontractors in Taiwan and Korea contract to other Asian countries for production ? Assembly factories in Taiwan, Korea, China, Indonesia and Vietnam produce the shoes. ? Nike’s trading company is the Nissho Iwai Corporation Adidas: ? Adidas outsourced its production but the design and development process is based in Germany. ? In 1993, Adidas moved its production overseas to Asia in order stay competitive in the industry. Nike: Revenue €10.38 billion (2009)[2] Operat