The paper 'How Sports Brands' Marketing Strategies Make Them Competitive' is an example of a Management Case Study. Marketing is very crucial for any company or organization that operates in competitive business environments. The concept of marketing helps in differentiating a firm from the others in the same industry depending on the effectiveness and competitiveness of the respective marketing strategies. This dissertation looks at how sports brands (Adidas, Nike, and Puma) manage their marketing strategies and how they make them competitive within the sporting industry. The effectiveness and competitiveness of the marketing strategies of each sports brand help in differentiating them from each other.
This paper focuses on the difference between the marketing strategies of each of these sports brands and how they influence their customers. This is done by comparing the financial performance of each of the given brands. Adidas, Nike, and Puma are the 3 top sporting brands in the world. This dissertation seeks to compare the marketing strategies of each of the three sporting brands in marketing their sportswear brands. The most effective marketing strategies will be determined at the end, depending on the financial and market performances of each of the brands. This research paper is divided into various sections, some of which have other subsections.
The first section is the abstract which summarizes the findings of the paper, the second section is the introduction and represents the topic of the study as well as the research questions that need to be answered at the end of the research. The introduction section is followed by the third section which is the literature review. The literature review seeks to present already existing information and data about the topic.
The methodology section follows the literature review and it describes the procedures used in the collection and analysis of the collected data (Aaker & Joachimsthaler 2011, pp. 99). Research topic: How sports brands’ (Adidas, Nike, and Puma) marketing strategies make them competitive in the sporting industry and influence customersResearch questionsThis part ensures that the study remains relevant and is focused on what it intends to achieve at the end. The main research questions for this study will be: Which sportswear among Nike, Adidas, and Puma employs the most effective marketing strategies based on their market performance?
Aaker, D &Joachimsthaler, E. (2011), Brand Leadership, the Free Press, Simon & Schuster, Inc.
Ataman Berk (2003). “A note on the effect of brand image on sales”, Journal of Product & Brand Management, Vol. 12 No.4, pp. 237-250.
Financial Reports. (2009). PUMA.com, http://about.puma.com/EN/5/35/35/.
Income statement. (2009). Adidas Group Website (http://adidas-group.corporate-publications.com/en/group-management-report/income-statement-7.html).
Frisch, A.(2014), The Story of Nike, first edition, Smart Apple Media.
Katz, D. (2004). NIKE Kingdom. Triumphpublish Co., Ltd.
MacLeod, A. (2006). Puma AG: Market buster. Retrieved on October 12, 2008 from http://titamcgrath.com/ee/images/upload/Puma.pdf.
Nike Inc. (2009). Sec.com,http://sec.gov/Archives/edgar/data/320187/000119312508159004/d10k.htm.
Nike Watch. (2009). Oxfam Australia Web site, http://www.oxfam.org.au/campaigns/labour-rights/nikewatch/.
Nike's Objectives. (2006). http://homelf.kimo.com.tw/eomarketing/nike3.doc.
Statista. 2016. Global revenue of Adidas, Nike and Puma from 2006 to 2015 (in billion euros)* retrieved from http://www.statista.com/statistics/269599/net-sales-of-adidas-and-puma-worldwide/