Adidas

critical
success
factor
Market
Share
Global
Expansion
Product
Quality
Price
Competitive
ness
Product
Design and
Developme
nt
total

weig
ht

ratin
g

score ratin
g

score ratin
g

Under
Callaway Golf
Armour
score ratin score ratin score
g
g

0.10

0.3

0.4

0.2

0.2

0.2

0.25

1.0

1.0

0.5

0.5

0.75

0.25

0.75

1.0

0.75

1.0

1.0

0.20

0.4

0.8

0.6

0.2

0.2

0.20

0.8

0.6

0.8

0.8

0.8

Nike

3.25

Puma

3.8

2.85

2.7

DEVELOPING A COMPETITIVE PROFILE MATRIX FOR ADIDAS 2011

2.95

Market share

The percentage of a market accounted for by a specific entity.

(The percentage of an industry or market's total sales that is earned by a particular company over a specified time
period.)

From the internet:

Adidas
Nike
Under
Armour
Puma
Callawa
y Golf
Total

2011
Sales

Market
Share

Rating

13,344
20,862
1,472,684

33.7%
52.7%
3.6%

3
4
2

3,009
886,528

7.6%
2.4%

2
2

39,574,212

100%

Strength

Nike attributes a lot of its success to the brands worldwide marketing campaign.
In 2011. The Nike spent about 877.6 million U.S. dollars on advertising in the United States alone.
Nike has become one of the most popular brands amongst men and woman when it comes to athletic apparel
worldwide.

Weakness
Callaways golf just focus one product which is golf
Adidas advertising are less than NIKE

Global
expansion

The planned expansion of a companys business activities into countries in several regions throughout the world.

From the book and internet:

Global
NIKE
PUMA
expansion
- Operations in
- Owns over
over 160
1600 retail
countries
stores
- Owns over
- Located in
330 retail
Latin
stores in US
America,
- Owns over
Caribbean,
330 retail
Africa and
stores
Australia
internationally

ADIDAS
-

UNDER
ARMOUR
Operations in
- Located in
200 countries
China
Owns retails
- Most
stores over 86
product
states
sold in
Located in North
North
America, Greater
America
China, Russia,
Western Europe,
European
Emerging
market, Asian
market, Latin
America

Callaway Golf
-

Expand
into East
Europe
Golf
lifestyle
related
product
in more
than 70
countries
worldwi
de.
Californi
a is the
world
largest
maker of

Rating

golf
clubs.
3

Strength:
Most of the products sold and owns the largest market share in North America, Greater China and Russia that makes
ADIDAS more strong.
Weakness:

Focus on certain places only which is not worldwide

Product quality can be defined as its ability to fulfil customer expectation. Quality needs to define firstly in terms of
parameters of characteristics which vary from product to product.

Product quality

Product
Quality

ADIDAS
-

What
makes
Adidas one
of the best
brands is
the quality
of its
products.
Sports
apparel is
lightweight,

NIKE
-

Up to 2011,
Nikes
product is
the one
making
waves
across the
sports
world.
Called the
Lunar

PUMA
-

Puma has
developed UNI
technology,
which enhances
the shoe's
overall fit, and
Power Shooting
Technology, an
upper layer
design that
increases ball-

UNDER
ARMOUR
(AU)
Under
Armour
produce
product
made from
moisturewicking
synthetic
fabrics
design to
regulate

CALLAWAY
GOLF (ELY)
-

Sold an
innovative
product
under name
of Diablo
name.
In order to
produce
product, all
product of
Callaway

specially
designed
and is wellinsulated
Adidas
produce
product for
NBA
basketball
player
shoes that
provide
much
flexibility
and
comfortably
.
Most of
product
produce are
low quality.
Adidas
outsources
97% of its
global
production
to 3rd party
manufactur

Glide, Nike
using
Flywire (A
thread
developed
by Nike,
composed
of Vectran, a
liquid
crystal
polymer)
and
Lunarlite
Foam to
make the
world
lightest
shoes.
-

For the
soccer
shoes, Nike
incorporates
its own
Flywire
technology
into many
of its shoes,

striking power.
The shoes are
optimized for
better comfort,
grip, fitting and
ventilation.
The clothing
and accessories
make use of the
best new
techniques out
of the
company's
research and
development
department to
make sure that
it keeps up with
the harsh
competition it
faces in the
sector

body
temperatur
e
regardless
of weather
conditions.
Provides
three fit
types (1)
tight
fitting, (2)
fitted for
athletic cut
and (3)
loose;
relaxed
extending
across the
sporting
goods,
outdoor,
and active
lifestyle.
-

Golf (ELY)
are tested
and
developed
with the
vision of
the
company;
to make
golf easier
for
everyone.
Proved by
more than
1,100
already
patented in
U.S with
the quality
of each of
product

ers based
largely in
Asia. With
35% of this
going to
china
Rating

Price
competitiveness

high tensile
strength
fibers that
add support
to vital
areas of the
shoe.
4

Setting the price of a product or service based on what the competition is charging. It is used more often by businesses
selling similar products.

Product type Adidas (RM)

Nike (RM)

Puma (RM)

Shoes
(running)
Shoes
(appear)
Bag (men)
Bag
(woman)
Jersey (men)
Other

230-500
70-330

250-430
90-150

200-400
40-90

Under
Callaway
armour (RM) golf (RM)
250-550
75-110

40-210
40-210

120-280
150-250

80-430
80-430

150-320
150-360

100-400
10-350

100-350
90-250

150-350
40-430

95-280
120-360

Product
design

Adidas
Puma
Nike
Under
armour
Callaway
Golf

No. of
sport
shoes
(men)

No. of
apparel
shoes
(men)

No. of
No. of
bags
jersey
(women (men)
) accessories

49
42
37
23

19
60
50
16

67
50
accessories
64
9
30 - Club
22
27 - Ball
-

Golf

- access
ories
Rating

No. of
accessor
ies
(women
)
130
154
98
100
-

Golf
equipm
ent

rating

4
4
3
4

More
than
1100
patent

800-4400
50-190
32-1450
3

Strength
Adidas offer their product in an affordable price but still use high quality materials.
Running shoes are now synchronized with computers to measure performance and fitness levels.
Under Armour has sell all their products in high price. Only high income was affordable to buy their product.
weakness
Adidas uses Kangaroo leather to make their product more expensive shoes.
Product Design
and
Development

A process of creating a new product to be sold by a business to its customer. Deciding on the product mechanical
structure.
From the internet:

Strength
The number of sport shoes (men) for ADIDAS is higher compared to other brand.
ADIDAS produce sport shoes (PREDATOR X) that combines three technologies that is power, swerve and control.
Its also have power spine technology which is increase shooting power and reduces the risk of injury in the metatarsal
area. PREDATOR elements ensure high and absolutely constant performance in wet and dry weather condition.

Conclusion:
Adidas is strongest on global expansion and product design and development as indicate by a rating of 4 whereas Nike is strongest on market
share, Global Expansion, Product quality and price competitiveness. Besides that, Puma is competing with Adidas, under armour, and Callaway
golf for its Product design and development. Last but not least, Under Amour is competing with Callaway golf for product design and
development and product quality.
Overall, Nike is strongest, as indicated by total weighted score of 3.8 and total score for Adidas is 3.25.