Nike Versus Adidas - 1190 Words

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†¦show more content†¦Adidas, as well is mainly dependent on their share in the footwear market (McKinley, Moser, Henderson, amp; Nickelberry, 2009). They aren’t as popular as Nike and that causes athletes endorsed by Adidas to not be as popular as the athletes endorsed by Nike. Though Adidas has great standing in the Europe, Nike is gaining ground on the European soccer market (Eli, Irwin, McClain, Rendlesham, amp; Spotts, 2005). OPPORTUNITY Nike and Adidas both have great opportunity to build upon their already booming companies. Nike has the opportunity to develop new products such as sunglasses, sportswear and jewelry. They can expand their products internationally and jump into global marketing events, such as the World Cup (Eli, Irwin, McClain, Rendlesham, amp; Spotts, 2005). Adidas has the opportunity to continue their International growth in places like Latin America and Asia and produce new products such fragrances and equipment (McKinley, Moser, Henderson, amp; Nickelberry, 2009). They have the chance to continue their growing strength in the golf market with their companies TaylorMade and golf ball maker Maxfli. Lastly, their own retail stores, such as factory outlets, internet sales and the Asian market can increase revenue (Eli, Irwin, McClain, Rendlesham, amp; Spotts, 2005). THREATS The biggest threats to both companies, again is competition amongst all the companies. Everyone is trying to develop alternateShow MoreRelatedThe Marketers Do Not Target Consumer Behaviour Data And Monitoring Consumer Attitudes, Values, And Lifestyle Essay1003 Words   |  5 PagesThose who enjoy the sport of basketball or fashion prefer various types of footwear and therefore are the major consumers. For instance, brand loyalty such as Nike, Jordan, Adidas, and athlete endorsements influence a buyer’s decision. The marketers do not target individuals who dislike basketball, and people who are above or below the age of the target market. 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