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Marketing Strategy and Brand - Assignment

   

Added on  2020-07-23

16 Pages6331 Words151 Views
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Marketing strategy and brandimage of new company on thesoccer shoe market-
Marketing Strategy and Brand - Assignment_1

Table of ContentsCHAPTER 1: INTRODUCTION....................................................................................................31.1 Overview................................................................................................................................31.2 Rationale of the research........................................................................................................31.3Aim of the study......................................................................................................................41.4 Objectives of the study...........................................................................................................41.5 Research questions.................................................................................................................41.6 Significance of the study........................................................................................................41.7 Limitations of the study.........................................................................................................51.8 Conceptual framework impact...............................................................................................5CHAPTER 2: LITERATURE REVIEW.....................................................................................62.1 The soccer shoe history in the world.....................................................................................62.2 Market segmentation of soccer shoe market..........................................................................62.3 Market share of global soccer shoe market............................................................................62.4 Brand image of soccer shoe Adidas and Nike.......................................................................62.5 Background history and business of Adidas’s soccer shoe...................................................62.6 Market strategy analysis of Adidas Soccer shoe....................................................................62.7 The background history and business of Nike’s soccer shoe................................................72.8 Marketing strategy analysis of Nike’s soccer shoe................................................................8REFERENCES................................................................................................................................9
Marketing Strategy and Brand - Assignment_2

CHAPTER 1: INTRODUCTION1.1 OverviewOne of the important questions that revolve around the minds of players is durability ofboots they use and its comfortability as well. The global footwear market is as footwear hasbecome a fashion accessory for people in the world. There is an increase in the demand of trendyyet comfortable shoes among all age groups which is an important factor that is driving globalfootwear market towards success (Baker and Saren, 2016). There is an increase in the demand ofathletic shoes among non-sport persons as well. In order to fulfil the rising demands of shoes,manufacturers as constantly bringing innovative and creative shoes in the market (Fifield, 2012).They are also trying to enhance their product portfolio so that large number of customers can getattracted towards it. Another motive is to gain competitive advantages over other footwearcompanies that are ruling the market. In order to cope of with the rising demand of shoes, companies indulge in marketingstrategies where they aim to attract a large number of customers towards it. Nike and Adidas areconsidered as the main player of shoe market having the highest market share at global platform.Present research aims at analysing the brand image and marketing strategy adopted bycompanies which have high market share in soccer shoe market (Cronin-Gilmore, 2012). 1.2 Rationale of the researchIt is necessary that the research that is conducted by scholar is able to hold some purposeso that a specific purpose can be served. Hence, scholar must be able to understand the rationaleso that its relevance can be assessed. Main aim is to understand the stated topic appropriately sothat it can be applied in a practical manner. Further, another important aim of conducting thisresearch is to understand the soccer shoe market. It will help Phymix to understand that whatinnovative and creative branding techniques are followed by the market leaders of shoe industrywhich can be adopted by Phymix as well with an aim to increase market share (Glanz, Bader andIyer, 2012).Further, the research will also guide Phymix to generate higher profits for the companyso that the management outcomes can be attained effectively and efficiently. Hence, the statedresearch has been conducted by the researcher (Kim and et.al., 2012). 3
Marketing Strategy and Brand - Assignment_3

1.3Aim of the studyAim of the research: To analyse brand image and the marketing strategy of the company on thesoccer shoe market) - a case study on Adidas, Nike and Phymix Shoe. Further, to discuss whichmarketing strategy is more suitable for Phymix Shoe.1.4 Objectives of the studyBased on the stated aim, following objectives for the research can be created:To investigate the differences between marketing strategy of Adidas and Nike.To analyse the way, Phymix can survive and become successful in the market. 1.5 Research questionsBased on the objectives, following research questions for the purpose of research can beframed:What is the difference between marketing strategy of Adidas and Nike?How Phymix can survive and become successful in the market?1.6 Significance of the studyThe present research which has been conducted to attain a specific aim. The aim is toanalyse brand image and the marketing strategy of the companies which have a high marketshare on the soccer shoe market. The research on soccer shoes holds a great importance infollowing aspects:Academically: The research holds a great importance academically as the scholarwill be able to brush up its concepts regarding different marketing strategies that areadopted by the shoe making companies these days. It will also help in understandinginnovation and technology that is helpful for the businesses in generating higher profits(Taken Smith, 2012).Business perspectives: The research is also helpful in understanding theperspective of customers in a better manner so that the best can be delivered to them asper their tastes and preferences (Green, Whitten and Inman, 2012). Hence, betterunderstanding of the topic will help the policymakers to develop effective marketingstrategies for the entity (Borland and Lindgreen, 2013). 4
Marketing Strategy and Brand - Assignment_4

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