Nike World Cup Harvard Business Review Questions

In: Business and Management

Submitted By mekyasmoges
Words 1529
Pages 7
Mekyas Moges
11/18/2013
Sports Marketing
Professor Master.
Nike World Cup
1. Discuss the factors that have resulted in Nike Football becoming over a $1 Billion division and a major force in the football market.
The Nike football brand believed that the only way to seize any kind of opportunity for growth is to first have a product that speaks for itself. Therefore, Nike believed that footwear product innovation should have the most focus. Nike had four steps to product innovation, development, design, marketing and most importantly, testing. The company spent hundreds of millions of dollars to create the right products that the athletes could preform well on. The fact that the 2006 world cup final between France and Italy, an Adidas and Puma team respectively, had 12 of the 22 starts still wearing a Nike shoe is a testament to the quality of the Nike products.
Once Nike became a proven brand. It needed to find ways of reaching fans in unconventional ways because the Advertising rights were already bought out from Adidas. But, Nike saw how international players from South America and Asia were moving to European leagues and the game was about to transform from a “scoring matters” culture, to a “getting past your man is just a good” culture. This played well with Nike’s sponsorship with the Brazilian National team who were well known for their stylish way of playing football. Nike piggybacked this niche in the market to bring a new edge of football that promoted individual performance that can be enhanced with Nike’s cutting edge products.

2. Comment on the competitive landscape of the global football market and Nike's position versus its major competitors.
The competitive landscape of football consisted of highly competitive, yet few companies such as Nike, Adidas, Puma, and New Balance. Up until 2006 Adidas had the dominant market share for a global…...

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