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Essay / Research Paper Abstract
A 6 page paper discussing marketing issues common to both these companies. The athletic shoe industry increasingly is referred to as one that is mature, which calls for approaches different from those of high-growth days. Nike and Reebok both have suffered from its decline, and both have had publicity difficulty with social and rights issues offshore. Each seeks to enhance its status in the eye of the consumer, but Nike still appears to be having more success than Reebok. Includes an abstract. Bibliography lists 6 sources.
Page Count:
6 pages (~225 words per page)
File: CC6_KSmktgNikeRee.rtf
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Unformatted sample text from the term paper:
athletic shoe industry increasingly is referred to as one that is mature, which calls for approaches different from those of high-growth days. Nike and Reebok both have suffered from
its decline, and both have had publicity difficulty with social and rights issues offshore. Each seeks to enhance its status in the eye of the consumer, but Nike still
appears to be having more success than Reebok. Introduction The footwear wars of sports have been going on for years, with Nike and
Adidas routinely trading places in the number one spot. Recently, Advertising Age seems to believe that Adidas will outpace Nike. In a list of 21 brands expected to
do well after the turn of the century, Adidas was listed; Nike was not. Neither was Reebok, one of the other industry leaders.
Both brands have strong presence in San Diego as well as in other parts of the country and of the world. Each competes directly with others in the
industry and with each other. Globalization Both Nike and Reebok are international in their scope. Both are involved in sponsorship of international
sporting events, such as World Cup soccer and other professional sports that are not as common in the US as in other parts of the world. Of course soccer
is very common in the US now on the school and community level (Bernstein, 1997), but the US still lags in interest on a professional level.
For both companies, sports involvement and sponsorship of sporting events is important to the overall success of the business, but in terms of what that involvement can
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