External Environment Sportswear Market - 2250 Words

External Environment 1. Markets Structure and evolution of the sports market In France, the sports market is estimated about 9,1 billion euros in 2009. Currently, it experiences difficulties to revive with growth. The market is made up of sportswear, sports footwear and various accessories in order to use sports equipment. The purchases in sports items are realized at 70% for leisure activities. In this way, our customers have the choice between two divisions: sport performance and sport style. The sport performance division develops sports products, focused on running, football, basketball, tennis and training and the sport style division is focused on fashion-conscious consumers and includes collections like the Y-3 designed†¦show more content†¦In this way, we can expect that Nike will try to strengthen its leader position on the sport market, especially on the women who are appearing like customers with a strong potential of purchasing. Store Brand The direct competition is also made up with store brands; the most famous are Dà ©cathlon, Intersport or Go sport. These companies have a strong impact insofar as they possess their own brand, often appreciated by customers. They make and sell quite similar products to those offered by specialized brands, directed towards the same targets. However, they take benefits from the distribution of those products. Indeed, Dà ©cathlon or Intersport for example, point up their own products in their retail stores, thanks to focused advice of salesmen. The advice given in the stores have a strong impact on the final purchasing act. The store brands do not have a strong positive brand image such as specialised brands but it is evolving thanks to the expansion of the ranges offered. The store brands are able to adapt their offer to the new segments on the market, especially with women. To seduce them, they propose a wide range of colours more feminine. We can expect they will continue in this way to reach as many targets as possible. 3. Economic environment According to a global assessment, France is currently experienced difficulties with the recent crisis. The GDP dropped about 2% inShow MoreRelatedCore Competencies And Sustainable Competitive Advantage1296 Words   |  6 PagesCore Competencies and Sustainable Competitive Advantage In terms of core competency, Nike 1) provides high quality durable items to its customers. As a leader in fitness clothing and accessories, Nike strives to be on the edge of the market by providing innovative ideas that improve customer satisfaction. Recognizing the importance of eco-friendly business 3) Nike promotes recycling to its customers and utilize recycling in its own manufacture of products. Lastly, this organization 4) completesRead MoreApplication of Category Management Principles1567 Words   |  7 Pagesmanagement was coined by Brian F. Harris. 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