Prajitno, Christian (2005) Sport footwear market: is NIKE is untouchable by its competitors? -marketing perspective-. Bachelor thesis, Petra Christian University.Full text not available from this repository.
In sport footwear global market, NIKE, Reebok, and Adidas are the biggest player with NIKE as the markand leader. This dissertation report would like to analyze the competition among those three giants. As the basis of comparison, the writer uses "9 core elements of marketing" theory from Hermawan Kertajaya. Deep comparison will be conducted to analyze the key success factor of NIKE in which able to leave Reebok and Adidas by significant gap. From those elements, this dissertation would give analysis in which section NIKE is doing better over others and vice versa. The comparison would be supported by the relevant data and findings. In the last chapter, this dissertation report would answer the research problem "Is NIKE untouchable by its competitors?" with several possible actions that may facilitate Reebok and Adidas to be able to catch up with NIKE.
|Item Type:||Thesis (Bachelor)|
|Uncontrolled Keywords:||marketing mix, sport shoes, target market, segmenting, competitive analysis, positioning|
|Date Deposited:||23 Mar 2011 18:48|
|Last Modified:||02 May 2011 14:22|
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