The purpose of this literature search is to outline and examine some of the issues that competitors like Nike are currently having, and are relevant to the hypothesis presented in chapter one regarding Adidas. As part of the analysis, it will mention the reason why stocks have been downgrading within the last months for Nike, the top sporting goods manufacturer in the world. This research section will emphasize the rivals marketing theories and concepts, global strategies, and their competitive advantage. Under comparative company analysis, it will be discussed the competitors similar type of problems outlined on the hypothesis and the probable solutions that might help Adidas.
Marketing Strategies According to Hill, Jones, and Schilling …show more content…
Today, the production processes have changed to more of a customized approach instead of mass production. Firms have created an intense rivalry among other competitive forces to attract more customers and satisfy their needs, which creates a great amount of pressure. The sportswear goods industry for example is a fast growing market, and changes need to happen fast to stay at a top level of the strong competition, especially in North America. To relieve some of these pressures, mass customization will help firms on a global level, but at the same time allows the firm to walk a line between the discrepancy of mass production and customization (Onken, 2011). Mass customization will then allow the customer to experience a product differently. At the same time, a business is able to attain mass production efficiencies and a customized …show more content…
This is due to competition from Adidas. The revival of Adidas has taken a hit on Nike’s growth rate in Europe. The sportswear industry is going through difficult changes as competition increases. Nike has been the world’s top sporting goods manufacturer, but they are having a hard time maintaining at a top level in the market. The North American market is always a challenge for any sportswear manufacturers. Although Nike continues to increase sales in U.S., their amid inventory and supply-chain stumbles (Germano, 2016). Some retailers that carry Nike’s products have filed for bankruptcy protection or liquidation during the last year. A combination of several things happening within the industry, has made this year for Nike’s shares to fall by
Marketing Strategies According to Hill, Jones, and Schilling …show more content…
Today, the production processes have changed to more of a customized approach instead of mass production. Firms have created an intense rivalry among other competitive forces to attract more customers and satisfy their needs, which creates a great amount of pressure. The sportswear goods industry for example is a fast growing market, and changes need to happen fast to stay at a top level of the strong competition, especially in North America. To relieve some of these pressures, mass customization will help firms on a global level, but at the same time allows the firm to walk a line between the discrepancy of mass production and customization (Onken, 2011). Mass customization will then allow the customer to experience a product differently. At the same time, a business is able to attain mass production efficiencies and a customized …show more content…
This is due to competition from Adidas. The revival of Adidas has taken a hit on Nike’s growth rate in Europe. The sportswear industry is going through difficult changes as competition increases. Nike has been the world’s top sporting goods manufacturer, but they are having a hard time maintaining at a top level in the market. The North American market is always a challenge for any sportswear manufacturers. Although Nike continues to increase sales in U.S., their amid inventory and supply-chain stumbles (Germano, 2016). Some retailers that carry Nike’s products have filed for bankruptcy protection or liquidation during the last year. A combination of several things happening within the industry, has made this year for Nike’s shares to fall by