Comparison of strategy between Nike and Adidas


Comparison of strategy between Nike and Adidas

The purpose of this assignment is to learn about strategy and strategic management by comparing the strategies of two companies from the same industry. The strategies of Nike and Adidas have been compared from the textile industry. Nike and Adidas both specialize in footwear, apparel and accessories and their competition is intense as Nike is the market leader and Adidas is the market challenger. The topics in this assignment cover critical incidents of both Nike and Adidas that occurred in the past and the comparison between both their strategies as well their future plans. This assignment shows us the influence the strategy has on the success or failure of companies and how companies craft sustainable strategies that help them to retain their position in the market.

Table of Contents


1.0 Introduction                                                                                                                      1

2.0 Literature review                                                                                                             1

3.0 Backgrounds of Nike and Adidas                                                                                     2

3.1 Company overview of Nike                                                                                                          2

3.2 Company overview of Adidas                                                                                          2         

4.0 Critical Incidents that occurred in the past                                                                     3

4.1 Critical incidents that affected Nike                                                                                3

4.2 Critical incidents that affected Adidas                                                                             5

5.0 Comparison of the strategies of the companies                                                               8

5.1 Strategies of Nike                                                                                                             8

5.2 Strategies of Adidas                                                                                                         9

5.3 Comparison of the strategies of Nike and Adidas                                                                       11

6.0 Future plans of Nike and Adidas                                                                                      13

7.0 Conclusion                                                                                                                                    14

8.0 List of references                                                                                                              14

9.0 Bibliography                                                                                                                     17