Case 1 – Manchester United, Still Trying to Establish a Global Brand

- Nike should be able to cater to the target markets specific needs in fields of sports, fashion, and lifestyle, Nike would be able to widen its consumer base and generate more revenue.

Nike gets top athletes to wear and sponsor their products rather than events or competitions as much. Nike explains that people tend to remember what the player wore and not the brand that sponsors the event that the players perform at.

The global trends are to be fashion and personality. So Nike change its marketing strategies and products design to become more fashion and focus on the youth consumers. It brings risks to Nike because in the traditional mind of customers, they consider Nike only sell the athletic products. The fashion or the changing style products is unimaginative for customers to purchase. Not all the customers can follow the changing of Nike. Therefore, Nike should analyse the market and customers' preference as well as customers'

However, Nike remains the reasonable pioneer in the worldwide sportswear platform, and has if anything reinforced its position, particularly in the worldwide football (soccer) market, where it had customarily lingered behind Adidas, which is the second largest competitor of the Nike in the global

As the brand name of Nike continue to soar, other companies in the industry; learning from the success Nike has experienced, start focusing more on brand development to keep up with the increasing levels of competition. These companies resort to brand maintenance, which has become the main target in this industry due to product differentiation made by Nike. Nike, being market-advantaged, produces an extensive range of products, through which it gains a balanced level of profits. This has influenced rival companies to initiate a new range of products in their businesses too. Previously these companies had high risks of failing in business, if their single products did not appeal to the market. Due to the impact of Nike’s business strategy, the other companies are also enlarging their product range,

Great company to discuss. I myself almost chose Nike as well, because of the brand and how well known they are. It seems like they are a company that has been around since athletes and athletics were in the mains stream spotlight. This is because as you state you cannot go outside without seeing a Nike logo or brand image at least once. This is a company that has built a reputation and status world wide, you don’t have to speak English to understand what the Nike “swoosh” logo stands for. That is the amazing and powerful impact it has made, through international sports teams/players to being sponsors of competitions like the Olympic Games. Do you think that by keeping their brand visual simple for so many years has helped build this status?

Nike, Adidas and Under Armour are the largest brands in the athletic/sportswear monopolistic market. As of 2015, Nike’s revenue was $30.1 billion, the revenue of Adidas was $4.57 billion, while Under Armour’s revenue was $3.96 billion. Though all of the companies are large, Nike has a little more than 60% of the brand share dollars as compared to Adidas’ 11% and Under Armour’s 7% (Figure 1). Nike has some major strategies that

As noted above UA is moving into online business, all while signing brand ambassadors that range from well-known athletes to top tier sports teams. These ambassadors include NBA all-star Stephen Curry, Football Hall-of-Famer Tom Brady, and are soon to be the athletic sponsor of the Texas Longhorns. The latter is a huge step forward for UA since Nike has strong ties in Texas and has always been the athletic sponsor of the Longhorns hands down. This sponsorship demonstrates the power struggle within the athletic industry, and how UA is coming out on top.

Nike Corporation has identified possible competitors as any sneaker that shares our product market and targets this market with a very similar product or service. When this situation exists, it’s important to divide the market into segments so opportunities are maximized. Maximizing opportunities can ensure that a company has implemented a well-designed and well-suited marketing mix. This correct marketing mix ensures the competitive advantage is retained and increased. Profitability

The club further evolved to identify 4 brand drivers that Perez stated would “nurture and project the Real Madrid brand worldwide.” The first was the size of the audience, secondly the frequency in which the audience engaged with the brand, thirdly, the socio-demographic characteristics of the audience and lastly, bridges that could be built to link the brand and the audience. Each of these changes reflected the clubs transition to a global brand with marketing capability.

Nike invested in their brand by getting sports heroes to advertise for their brand such as Michael Jordon, Tiger Woods and the Brazilian football team. This further fuel the products appeal towards the consumers.

Nike is competing in the market with Adidas, Reebok, New Balance and many other brands.

These established big shoe firms like Nike, ADDIDAS sign up with international sports personalities and sponsor annual sports events like soccer world cup or cricket world cup. They also sign up the entire teams or clubs like NBA, NFL, and the Indian Cricket Team and then sponsor their clothing and accessories. This attracts a lot of youngsters to a particular brand.

After 2006, Nike caught up with the Adidas in global market share. It’s all thanks to Nike’s ability to find new alternative ways of brand management such as digital distribution with YouTube or individual partnerships with players that lead to Nike catching up when it did not have the rights to market extensively on the worlds biggest stage.

Because Nike is able to more efficiently produce its product and reduce costs due to outsourcing, it can more competitively price its products. This enables Nike