History Nike Incorporated is an American conglomerate that is engaged in the design, development, manufacturing and global marketing and sales of sporting footwear, apparel, equipment and accessories. Originally, the company was known as Blue Ribbon Sports (BRS); this was founded by Philip Knight a former track team member at University of Oregon. The core of the company was crafted in 1962 when Knight made a deal with Onitsuka Tiger Company, a Japanese shoe company, to import their shoe to the United
Written Case Study 02/16/2015 Under Armour Case Study “Challenging Nike in Sports Apparel” Table of Contents Executive Summary……………………………………………………...………………3 Dominate Economic Characteristics………………………………………………..…..4 PESTEL Analysis………………………………………...………………………………5 Five Forces Analysis……………………………………………………………………..6 Drivers of Change in the Industry………………………………………………………7 Current Strategy…………………………………….…………………………………...8 SWOT Analysis……………………………………...…………………………………...8 Competitor Analysis……………………………………………………………………10
cycle concerns the evolution of the product through the introduction, growth, maturity and decline phases. Undeniably, the length of the lifecycle is influenced by marketing mix as well as other market activities. In this regard, a company such as Nike Inc. allocates significant resources in a bid to understand market activities and develop effective plans for introduction of new products. Importantly, different stages of the product life cycle are associated with unique
Sports and officially became Nike, Inc. in 1971 that is well-known with the swoosh logo and engaged in the design, innovation, marketing and selling of athletic footwear, apparel, equipment, accessories and services. The company takes its name from Nike the Greek goddess of victory. The company is renown with its slogan “Just Do It” [1] Nike products are sold all around the World includes North America, South America, Europe, Asia Pacific, Middle East and Africa. Nike markets its products under its
partnerships with elite athletes and competitive pricing. New designs and materials helped the company establish itself, but never became a realistic threat to sports merchandise giants Nike and Adidas. Partnerships with collegiate and high school sports teams has helped increase brand awareness, but to compete with Nike and Adidas, Under Armour determined the need to introduce athletic shoes to its customers. Much like how the company utilized competitive pricing and exciting designs to originally
Nike has been in the sports wear industry since 1968. As the leader in the sports apparel industry with sales amounting to $32.4 billion in 2016, it is considered Under Armour’s biggest threat. The market is highly competitive and Nike has greater financial, distribution, marketing and other resources that make the competition very intense. Although Under Armour has a fair share of prominent athletes to promote the brand, Nike has over 1,000 professional with endorsement
exploitation of workers so that property owners could profit at their expense. Through this paper, an in-depth analysis of Nike as a brand will be executed, based on Marx’ views on capitalism and the use-value and exchange value that are associated with commodity fetishism. Marx’ texts will demonstrate how Nike is a brand built upon the ideals of capitalism, the struggle of classes, and how the value of Nike products is displaced from the labor time that went into creating them, and is instead infused with
Case Study: Under Armour – Can David Challenge The Goliaths? Outline the level of diversification and the international strategy that Under Armour pursues. Diversification: Under Armour adopted a low level of diversification strategy, specifically with the dominant business strategy, where 70% to 95% of the business is from one business – athletic clothing business. UA was founded in 1996 and is still very young and at the growing phase. 84% of its business come from the apparel business unit,
billion-dollar enterprise, Kevin Plank has made Under Armour a top competitor in the sports apparel industry since it launched back in 1996. Fast forward to almost two decades later, Under Armour has proven to be a tough competitor to its rivals such as Nike, Adidas, and Columbia Sportswear. This company has built up its magnification at a vigorous pace and made substantial inroads in a number of areas in which few expected it to achieve prosperity. However, this company still has some growing pains and
Disadvantages of Social Media Analytics The results of the analysis may be biased due to the many factors that influence social media. Spammers may be a common occurrence on the site (Krishnan, K., & Rogers, S., 2015). Many socially popular people may promote competition or provide negative feedback on the company, which could sway the public’s perception of the brand (Subbarao, V., & Bhatt, Y. 2011). Missing data, dark data, irrelevant data and noisy data could also prove to be a disadvantage while