英文版Nike、Adidas市场优势比较.ppt

1、Competition,Between Nike and Adidas 200906008 HUANG Yue 200906010 CHEN Yintuo 200906011 ZHENG Xiaoyan 200906012 CHEN Yanzhen 200906015 LIN Xiqing 200906077 LI Guixiang,Outline,Introduce Strategy responsibility Logo conclusion,comparability,Major Markets : Nike: Basketball, Cross-training, Running, W

2、omen and Childrens 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 reco

3、gnition 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

4、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 worlds sport. Sponsors professional athletes and athletic teams in response to Ni

5、kes 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 co

6、mpany; 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. Nikes trading company

7、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 Operating income 508 million (2009)

8、2 Profit 245 million (2009)2 Employees 39,600 (2009)2 Adidas: Revenue US$19.2 billion (FY 2009)2 Operating income US$1.87 billion (FY 2009)2 Net income US$1.49 billion (FY 2009)2 Total assets US$13.2 billion (FY 2009)3 Total equity US$8.69 billion (FY 2009)3 Employees 30,200 (2008),Nike Adidas,Indus

9、try: Clothing and consumer goods manufacture Founded: January 1964 as Blue Ribbon Sports1978 as Nike, Inc. Founder: William J. Bill Bower man, Philip H. Knight Headquarters: Washington County, Oregon, United States (Near Beaverton, Oregon),Industry: Clothing and consumer goods manufacture Founded: 1

10、924 as Gebrder Dassler Schuhfabrik(registered in 1949) Founder: Adolf Dassler Headquarters: Herzogenaurach, Germany,Nike Responsibility,Working in Corporate Responsibility at Nike means you thrive on finding solutions, using creativity and harnessing innovation. From auditing overseas factories and

11、setting and measuring ambitious climate neutrality targets to tackling waste throughout the manufacturing process, this team works both within and across business units to get to the root of problems. This team finds long-term solutions and using responsible business practices as a tool for change a

12、nd business benefit. There are roles in corporate real estate, global procurement, Nike Foundation, Risk Management and Corporate Environmental Safety & Health.,Adidas Responsibility,The Adidas Group has been engaged in various working groups over the past five years and has helped develop guidance

13、materials about sustainable development and CSR issued by WBCSD to its members. Recent activities include contributing to a paper on the role of business in tomorrows society and the development of a briefing paper on sustainable consumption,logo,Conclusion,Nike and Adidas also be said that a patent

14、 race of the two rivals. Adidas, Nike should be able to estimate the R & D investment. In addition, concerned about the European home market, because the United States is a Adidas overseas markets, so the company should be personalized by putting more elements into its future product design in order

15、 to promote the product localization.,Nike is hard core technology for sports: its Nike Plus, its Dri Fit, its Air. Its innovation. Adidas is different. Their products are more focused in style: Adidas Originals, Adidas Stella McCartney, Adidas Whats also very significant about the two brands is their communication: Adidas is “impossible is nothing”, is about empowering people (whic