Essay about The Issues That Competitors Like Nike

936 Words Sep 19th, 2016 4 Pages
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 (2015), marketing strategy is the position that a company takes with regard to pricing, promotion, advertising, product design, and distribution. This definition covers everything for any business to be successful and profitable. A company like Adidas carry all these aspects of marketing strategy to position itself at a top level in the sportswear industry. The global sportswear market was worth US$263 billion in 2013 with a growth rate of 7 percent and was expected to grow at a rate of 7.5 percent through 2017 (Eromonitor International, 2013; Harrison, 2014). The U.S. market is the largest for sportswear, followed by the Chinese market, the second largest worldwide. Target marketing is a major component of marketing strategy,…

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