the 1970s Adidas dominated the world market in sportswear. But in 1978, a small Oregon company named Nike founded in 1972 offered more distinctive colors and styles while also patenting the technical innovations underneath andinside them. As a result Adidas was overtaken by Nike inthe 1980s, with large financial misfortunes. They were able to come back inthe market by creating the credo that
thatof car industry, and seven times bigger than film industry. Plus, theindustry includes about 122,000 establishments.
In case of Korea, scale oftheindustry is estimated more than 19 trillion won, according tothe statistics on service business(2005). If sport goods business isincluded, the size oftheindustry would be more than 20 trillion won. Andthat accounts 2.24% forthe GDP ofthe
is "Get intothe functional footwear market.". According totheformer 'Industry Analysis', funtional footwear market in Korea is blue ocean, which means that it still has the high possibility of development. However, although it is blue ocean, there are many pioneers already, such as MBT, RYN, MSZONE, thetop 3 companies who are competing forthe first place, andthe other newcomers, such as FIL
and life-style; andAdidas Sports Style, about sport style, with the main group within this one being Y-3.
2. Price: Adidas‘ products are shopping product, and able to penetrate the market by its proper price within competitors. Also Adidas practice price differenciation strategy to its products from sneakers to limited products.
3. Place: Adidas has selective distribution that distributes i
After E-Land Group acquired the licensing rights in 2008, the sales of New Balance are dramatically increasing. It grew more than 6 times from 2008 to 2010 and we are expecting to earn more than 2,000,000,000,000 by performing customization strategy.
As NB set the concept thatthe sneakers could be a fashion it created the new lifestyle look andis expected to catch up Adidas and Nike.