Register to read the introduction…
Given that the product prices are realistic Nike is offering to its customers, it is doubtful whether all customers think alike. This may represent a weakness, having in mind the lower output of the economy in Bulgaria. To overcome any future problems, especially in high price line, Nike is open for emerging technologies and heavily invests in innovation towards the development of new products, specifically the Nike Alpha Project, a revolutionary new line of athletic shoes. Nike was negligent in the past towards the mid-to lower-price-point products, which offers another gap for improvement. To better develop competitive position at all price points more resources and time should be dedicated. There is a great potential in the lower price point and these are needs that can meet the specific characteristics of the Bulgarian market. A.J. Almaney, Ph.D.
…show more content…
http://www.slideshare.net/hemanthcrpatna/a-report-on-consumer-behaviour-in-nike
3 A review of competition
The rivalry among competitors is quite high for the industry. Nike, Adidas and Puma have grown at a remarkable rate, each offering more choices, more innovations and new trends. Marketing has performed very aggressively by sponsoring different teams and social responsibilities.
Main competitors of Nike are Adidas with income for 2008 39 890 bnl and Puma with income for the same period 13 883 bnl. Nike currently is standing in second place with just over 19 248 bnl. (Trade register 2007)
Market positions and strategies for product quality, pricing, distribution and promotion
Adidas
Adidas manufactures running shoes, football boots, most famous for the Predator range, basketball Pro Model shoes.
In addition Adidas makes sport apparel for tennis, rugby, football, lacrosse and separate line for gymnastics.
Adidas has followed the steps of Puma and has entered the lifestyle market by offering deodorants, aftershaves, perfumes and …show more content…
The strong departments will surely capitalize on the trends of tomorrow if their efforts are successful. • E-tailing, or customer-designed internet stores, is threatening the traditional distribution channels, thus excluding intermediates and allowing for increasing profitability.
Threats
• The industry has reached a level of maturity. While style and technology in athletic apparel and footwear has reached a leveling-off point, the important aspect now is for companies to differentiate their lines. • Inflation is reaching higher levels over the Bulgarian economy, which may decrease in consumer spending. • Consumers are becoming savvier and may lean towards discounted items or look for substitutes. • In terms of market saturation, many of the key manufacturers in this industry have been around for many years. Consumers may be scanning the market for new and different footwear and apparel products.
III. Marketing Objectives and Issues
Providing best quality and balanced priced shoes range and apparel to the customer with a special focus on the big cities like Sofia, Varna, Bourgas. Another objective is to make available the product to as many marketable stations as possible. In addition to focus on all types of customers including old aged, young men and women and children as
http://www.slideshare.net/hemanthcrpatna/a-report-on-consumer-behaviour-in-nike
3 A review of competition
The rivalry among competitors is quite high for the industry. Nike, Adidas and Puma have grown at a remarkable rate, each offering more choices, more innovations and new trends. Marketing has performed very aggressively by sponsoring different teams and social responsibilities.
Main competitors of Nike are Adidas with income for 2008 39 890 bnl and Puma with income for the same period 13 883 bnl. Nike currently is standing in second place with just over 19 248 bnl. (Trade register 2007)
Market positions and strategies for product quality, pricing, distribution and promotion
Adidas
Adidas manufactures running shoes, football boots, most famous for the Predator range, basketball Pro Model shoes.
In addition Adidas makes sport apparel for tennis, rugby, football, lacrosse and separate line for gymnastics.
Adidas has followed the steps of Puma and has entered the lifestyle market by offering deodorants, aftershaves, perfumes and …show more content…
The strong departments will surely capitalize on the trends of tomorrow if their efforts are successful. • E-tailing, or customer-designed internet stores, is threatening the traditional distribution channels, thus excluding intermediates and allowing for increasing profitability.
Threats
• The industry has reached a level of maturity. While style and technology in athletic apparel and footwear has reached a leveling-off point, the important aspect now is for companies to differentiate their lines. • Inflation is reaching higher levels over the Bulgarian economy, which may decrease in consumer spending. • Consumers are becoming savvier and may lean towards discounted items or look for substitutes. • In terms of market saturation, many of the key manufacturers in this industry have been around for many years. Consumers may be scanning the market for new and different footwear and apparel products.
III. Marketing Objectives and Issues
Providing best quality and balanced priced shoes range and apparel to the customer with a special focus on the big cities like Sofia, Varna, Bourgas. Another objective is to make available the product to as many marketable stations as possible. In addition to focus on all types of customers including old aged, young men and women and children as