Step 1: Identify the competitors - Tài liệu tham khảo | Đại học Hoa Sen

2.2
Step 1: Identify the competitors
The author’s product is Nike Air Presto. There are 3 styles of competitors such as direct competitor,
indirect competitor and potential competitor.
Nike Air Presto’s direct competitors are Adidas Ultra Boost and Puma Ignite. Its indirect competitors are
Asics Gel Lyte iii , Timberlake and Vans Sk8-Hi Slim. Finally, its potential competitors are Zara, LV and H&M.
Step 2: Assessing its competitors Competitors Adidas Ultra Boost Puma Ignite Asics Gel Lyte iii Objectives They want to increase Their objective is to be In 2020, they want to the dividend payout the fastest company in increase their sale ratio up to 50% and the world. They want revenue up to ¥750 they want to return to react quickly with million, the income about €1.5 billion in the new trends, give ratio increase 10% and the end up 2017. innovation for the new they also increase the (Adidas-group,2016) idea for the market, e-Commerce ¥15 and fast solve the billion (Asics,2016) problem with exactly decision (Puma, 2016). Strategies In order to achieve that They have the Focus to improve the objectives, Adidas has strategies to get these desire skills in order to to increasing the value objectives. They innovate the customers of their shareholders, improve the quality of who have enthusiasm understand the demand their product and their with sport and they of their customers and distribution channels, expand the business to becoming enduring they renewing their IT Japan and finding the company.(Adidas,n.d) department and their opportunities in the facilities in the global market. They organization. support and promote (Puma,2016) the healthy life by their intelligent technology about sports (Asics,2016)
Strengths & Weakness There are some There are some There are some Strengths and Strengths of Puma such strengths and weakness Weakness of Adidas as: of Asics such as: such as: Puma has the business They were known as Adidas has more than over 120 countries and the first company in 55,000 employees over they have more than footwear industry. It the world. With the 10,000 employees. was found in 1949 huge number of Puma could compete about basketball shoes employees, they could with their competitors (Asics,2016). produce more product and satisfied the for customer and demand of customers expand their business (Puma,2016). Their main products over the world are about running and (Statista,2016) . Puma has the long- they sponsor the some term partnership with sport event such as Adidas is the company Ferrari in 2011, Puma NYC Marathon in which pay a huge became the supplier of 2015. By this sponsor, money on their Ferrari about footwear customers will sponsorship with the and accessories understand more than biggest event about (Maranello,2011). about their products sport in the world such There are some (Competitor, 2015) as FIFA World Cup, weakness of Puma: UEFA EURO 2012& Finally, this is about 2016,UEFA Firstly, their factories the weakness of Asics: Champions League, in the Asian countries. Customer’s feedback etc. They also sponsor Their suppliers in those about the product of famous football players countries such as Asics is not good. They such as Lionel Messi, Cambodia have the feel that theses product Xavi, David Villa problems about the has bad quality and (Fifa, n.d) wage of employees in they do not have good the factories. There are warranty (Asics,2016). There are some 147 strikes of Weakness of Adidas: employees in The long-term debt of 65% products of Cambodia about their Asics is too high, it is Adidas were maximize wage was about $387,483 manufactured in Asia too low and they want million. Asics have to where has the lower to have more pay more money on the labors cost. Their (Dunabrata, E. and interest of their long manufacturing process Thui Chan P., 2013). It term debt (Asic,2016) depend on the Asia affect to the countries but productivity process of customers think that company and they the quality of products could not make their were manufactured in target of the employees those countries will had not worked. have the lower quality than the products Finally, Puma has the which were low market share in the manufactured in others industry. In 2014, the religion such as Euro total revenue of Puma or American, it is the was about $1,56 billion big concern of and it acquired about customers. 3% of the industry (Statista, 2016). It The products of Adidas affect to the long-term have higher price more vision of the company, than Nike, Puma or they will have less Asics. For example, financial ability to The price of Adidas manufacture their Ultra Boost is $180, it products is higher than Nike Air Presto (Adidas, 2016) Response The reaction of Adidas Puma has the selective The response of Asics is predictable and it is reaction with Nike with Nike is selective tiger with Nike. because they are not because they are not Because Nike and strong enough to the biggest competitor Adidas are the big compete with Nike and of Nike. In over the competitors with each Adidas so they just world, Nike has the other. For example, In select some activities slogan ‘Just do it’ EURO 2016, when to response them. For (Jones R.,2015) and Nike has sponsorship example, After Nike Asics run the with Ronaldo, Wayne has the sponsorship marketing campaign Rooney, Zlatan with Chealsea, Puma ‘Want it more’ Ibrahimovic, Adidas also has the (Campaignlive ,2016). also have the sponsorship with sponsorship with Arsenal worth £30m Gareth Bale, Paul (Law M.,2016). Pogba and Mesut Ozil (Repucom,2016). In 2016, when Nike have the sponsorship When Kanye West with 6 national teams announced that he of 24 national teams revealed Nike and sign acquired 25%, Puma the contract with also has the Adidas. His rival sponsorship with 5 Drake told that he left teams acquired 21% Adidas and join (Scoreandchange,2016) Jordan- the brand of Nike. This is the war between Nike and Adidas in the footwear industry (Belzer J.,2013). Manchester United and Chelsea are two of biggest football club in EPL (England Premier League). While Manchester United has the sponsorship with Adidas worth £75 million per season, Chelsea also has the sponsorship with Nike worth £60 million per season (Law M. 2016).
According to step 2,Nike should attack Adidas, Puma and Asics. Because those reasons: Adidas is the
biggest competitor of Nike, they response all of activities of Nike about marketing, products, endorsement
and sponsorship. Puma also the big competitor but they just select some activities to response Nike and
they do not have enough financial resource to compete with Nike than Adidas. Finally, Asics is the also
the competitor of Nike but they have some product which different target market. References lists:
Adidas group (2016) Group Strategy [www.] Available from:
http://www.adidas-group.com/en/investors/strategy/group-strategy/#/financial-ambition-until-2020/
Adidas (n.d) Business Objectives [www.] Available from:
http://090271-adidas.blogspot.com/2013/09/business-objectives.html
Puma (2016) Puma: Strategy [www.] Available from:
http://about.puma.com/en/this-is-puma/strategy
Asics (2016) ASICS GROWTH PLAN 2020 [www.] Available from:
http://corp.asics.com/en/investor_relations/management_policy/asics-growth-plan-2015
Statista (2016) Number of employees of the adidas Group worldwide from 2000 to 2015 [www.] Available from:
http://www.statista.com/statistics/268427/number-of-employees-of-the-adidas-group-worldwide-since- 2000/
Fifa (n.d) Fifa partnetship [www.] Available from:
http://www.fifa.com/about-fifa/marketing/sponsorship/partners/adidas.html
Adidas (2016) Ultra Boost [www.] Available from:
http://www.adidas.com/us/ultra_boost
Puma (2016) Puma at a glance [www.] Available from:
http://about.puma.com/en/this-is-puma/puma-at-a-glance
Maranello (2011) Ferrari and puma announce’long-term’ partnership extension [www.] Available from:
http://about.puma.com/en/newsroom/corporate-news/2011/june/ferrari-and-puma-announce-long-term- partnership-extension
Dunabrata, E. and Thui Chan P., (2013) Across Asia's borders, labor activists team up to press wage claims [www.] Available from:
http://www.reuters.com/article/us-asia-labour-idUSKBN0GH0R720140817
Asics (2016) About Asics [www.] Available from:
http://www.asics.com/us/en-us/about
Competitor (2015) ASICS Announces End of NYC Marathon Sponsorship After 2016 Race [www.] Available from:
http://running.competitor.com/2015/12/news/asics-announces-end-of-nycm-sponsorship-in-2016_141240
Asics (2016) Asics Gel-Kahana 7 falling apart [www.] Available from:
http://asics.pissedconsumer.com/asics-gel-kahana-7-falling-apart-20160731892206.html
Asics (2016) Annual Report 2015 [www.] Available from:
http://assets.asics.com/page_types/2725/files/AR2015_for_viewing_original.pdf?1465969396
Repucom (2016) REPUCOM'S MAX BARNETT ON NIKE, ADIDAS AND THE BATTLE OF THE
BRANDS IN EUROPEAN FOOTBALL [www.] Available from:
http://repucom.net/nike-vs-adidas/
Belzer J.,(2013) Sneaker Wars: Kanye West Signs Deal With Adidas, Drake With Jordan Brand [www.] Available from:
http://www.forbes.com/sites/jasonbelzer/2013/12/05/sneaker-wars-kanye-west-signs-deal-with-adidas-
drake-with-jordan-brand/#5ab213a67250
Scoreandchange (2016) Breaking down the kit sponsors at EURO 2016 [www.] Available from:
http://www.scoreandchange.com/breaking-kit-sponsors-euro-2016/
Campaignlive (2016) Asics "want it more" by 180 Amsterdam [www.] Available from:
http://www.campaignlive.co.uk/article/asics-want-more-180-
amsterdam/1384181#J8k9A4JTFxb6xMg9.99