In recent years, the brand also made changes to its product portfolio to focus upon its core products including shoes and apparel. Like most big companies, Nike has a number of strengths. In fact, they were dissatisfied with their existing athletic shoes and this led them to set up Nike with the main objective of coming out with running shoes that are comfortable and durable. SWOT Analysis is a proven management framework which enables a brand like Adidas to benchmark its business & performance as compared to the competitors and industry. President and CEO Mark Parker said: “At NIKE, Inc. we run a complete offense, and it’s based on a core commitment to innovation. Another major threat is the counterfeit products that can damage the brand reputation extensively. One caters for swoosh addicts, while the other caters to stripe … The company also promotes its brand and products through sponsorships, leading sports personalities and major sports events globally. Swot of Adidas. The Adidas brand is strong as of now, and when it gets paid endorsements it would increase the brand value and drive sales directly. 2018 was a profitable year for Adidas. It is also using more and more of sustainable and recycled raw materials for the production of footwear and apparel. This has resulted in growing need for product innovation. Apart from these, the brand targets football fans by sponsoring high profile football teams and individual players like Lionel Messi. Nike Vs Adidas 1. adidas VS nikeA bird’s eye view of the e-marketing concepts incorporated by the giants ofsports apparel.Deepak Krishnamurthi8/20/2007 2. Simply put, Nike’s target market is mainly customers who have more concern for the quality and utility of the product than they have for the price at which the product is being sold. During the recent years, Adidas has focused upon bringing more and more sustainable products to the market. The company’s investment in R&D was however, lower in 2018 than 2017. The ecommerce platform of Adidas sells to customers in more than 40 countries. INTRODUCTIONSTRENGTHSWEAKNESSESOPPORTUNITIESTHREATSCONCLUSION. While Nike on the other end has very specific target audience.It focuses mainly on males and females, who are between 18 35 years old. Rising health consciousness and enthusiasm for sports are also driving an increase in sales of sports shoes and apparel. The sports shoe industry has grown highly competitive with Nike, Adidas and Under Armour  leading the game. SWOT Analysis of Adidas: Conclusion With billions of dollars in annual profits, Adidas is no small fish. Adidas has continued to expand its product portfolio over the recent years by introducing several new models. In 1980, Adidas was passed on a potential endorsement with American basketball player Michael Jordan. Anybody with a body is an athlete, and thus anybody can be an athlete. Nike vs adidas 1. Adidas is ambitious to gain higher market share and is investing in research and development. The company has grown its investment in marketing and it reflected in the form of higher other operating expenses. 032c returns to an old corporate strategy favorite – the SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis – to consider Nike’s position and message for 2020, and beyond. Partnerships with ecommerce brands like Amazon, Flipkart, alibaba etc can help the brand grow its sales worldwide. In 2018, growth of Adidas was primarily driven by the latest models. The geographic segments of Adidas include Europe, North America, Russia/CIS, Asia Pacific, Latin America and the emerging markets. That’s how we stay Nike is operating in 45 countries with more than 700 retail outlets outside the United States. Adidas has also outsourced its manufacturing to external manufacturers. Out of these, 26 are strategic partners and produce the  majority of its products in 82 manufacturing facilities. The chart above had a similar pattern with the rest. North America is a priority market for Adidas. Net sales of both Adidas and Reebok grew in 2018 driven by latest product offerings. Apart from taxes and laws applicable in the areas of labor, product quality and environment, there are several more laws that require compliance. Adidas has already issued a profit warning and blamed uncertainty in Russia. Over the past years Nike has gain a competitor in Adidas. Nike has introduced NikeID, a way for customers to customize and design there own shoes. The company put through a process of streamline as known as “Newellization”. Nike is its nearest competitor and is also known for its heavy focus upon marketing. Nike is an American company that is engaged in the design, manufacture and marketing of apparel, footwear, equipment, services and accessories. Introduction2. Adidas is using several channels for marketing. P. 4) Remember: This is just a sample from a fellow student. Abhijeet has been blogging on educational topics and business research since 2016. Likewise, constant competition from small and local competitors and substitute products is also a threat for Adidas. There is an intense competition that business in Sports industry is facing. This combination of implicit knowledge of customer needs and explicit knowledge of technology became one of Nike’s earliest selling success factors and gained Nike major competitive advantage. Other operating expenses of the brand grew past €9 billion in 2018 and were more than €350 million higher than the previous year. Adidas has seen faster growth in the last few years and one of the central factors driving its growth is its increased focus on marketing. Fluctuations in currency exchange rates can also cause losses for the brand. 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