A 

Abortion
Accounting
Advertising
Africa
African-American Studies
Aging
Agriculture
American Indian Studies
Anthropology
Archaeology
Architecture
Argumentative
Art: Artists (Alphabetized)
Art: General
Become an Affiliate and Earn $$$
Biographies (Alphabetized)
Book Reviews (Non-Fiction) (Alphabetized)
Business: Companies (Alphabetized)
Business: General
Business: Industries (Alphabetized)
Business: International
Business: Small
California
Canada
Caribbean
Child Abuse
China
Communication: Journalism
Communication: Language & Speech
Communication: Media
Communication: Non-Verbal
Communication: Television
Communication: Television & Children
Communism
Computer Science
Consumerism
Criminal Justice: General
Criminal Justice: Juvenile Delinquency
Criminal Justice: Police Science
Criminal Justice: Prisons
Cuba
Death & Dying: Euthanasia
Death & Dying: General
Death & Dying: Suicide
Drama: American
Drama: English
Drama: World
Drugs: Alcohol
Drugs: General
Economics: Banking
Economics: Economists (Alphabetized)
Economics: General
Economics: Inflation
Economics: International Trade
Economics: Macroeconomics
Economics: Microeconomics
Economics: Taxation
Education: Administration
Education: Curriculum
Education: General
Education: Higher
Education: Physical
Education: Psychology
Education: Reading
Education: Special
Education: Teaching Methods
Education: Theory
Energy: General
Energy: Nuclear
Energy: Solar
Environmental Studies
Evolution
Family & Marriage
Films: Artists (Alphabetized)
Films: General
Finance: Companies (Alphabetized)
Finance: General
Former Soviet Union: Post-1990
France
Gender & Sexuality
Geography
Germany
History: Ancient Greek & Roman
History: European
History: Great Britain
History: U.S. (After 1865)
History: U.S. (Before 1865)
History: U.S. Presidency
History: U.S. Presidents (Alphabetized)
Homosexuality
Immigration
India
Indonesia
International Relations: Arms Control
International Relations: Cold War
International Relations: Non-U.S.
International Relations: U.S.
Japan
Jewish Studies
Korea
Labor
Latin America
Law: Business
Law: Capital Punishment
Law: General
Law: International & Non-U.S.
Law: Supreme Court
Leadership
Literature, American: Authors (Alphabetized)
Literature, American: Faulkner
Literature, American: Fitzgerald
Literature, American: General
Literature, American: Hawthorne
Literature, American: Hemingway
Literature, American: Melville
Literature, American: Poe
Literature, American: Steinbeck
Literature, American: Twain
Literature, English: Authors (Alphabetized)
Literature, English: Chaucer
Literature, English: Conrad
Literature, English: Dickens
Literature, English: General
Literature, English: Joyce
Literature, English: Lawrence
Literature, English: Shakespeare
Literature, English: Swift
Literature, General: Children
Literature, General: Classic (Greek & Roman)
Literature, General: Russian
Literature, General: World
Management: General
Management: Japanese
Management: Motivation
Management: Theory
Management: Women
Marketing: Companies (Alphabetized)
Marketing: General
Marketing: Plans
Mathematics
Medical: Aids
Medical: Dentistry
Medical: Diseases & Disorders (Alphabetized)
Medical: General
Medical: Nursing
Mexican-American Studies
Mexico
Middle East: Egypt
Middle East: General
Middle East: O.P.E.C.
Military
Music: Classical
Music: General
Mythology
Nutrition
Parapsychology/Occult
Philosophy: Ancient Greek
Philosophy: Descartes
Philosophy: Eastern
Philosophy: General
Philosophy: Kant
Philosophy: Sartre
Poetry: American
Poetry: English
Poetry: Milton
Poetry: World
Political Science: Elections & Campaigns
Political Science: Foreign
Political Science: Lobbyists & Pressure Groups
Political Science: Machiavelli
Political Science: Mill
Political Science: Political Theory
Political Science: U.S.
Psychology: Behaviorism
Psychology: Child & Adolescent
Psychology: Disorders
Psychology: Dreams
Psychology: Experimental
Psychology: Freud
Psychology: General
Psychology: Jung
Psychology: Physiology
Psychology: Piaget
Psychology: Rogers
Psychology: Social
Psychology: Testing
Psychology: Therapies
Public Administration: General
Public Administration: Government Agencies (Alphabetized)
Racism
Real Estate
Recreation & Leisure
Religion: Eastern
Religion: General
Religion: Islam
Religion: The Bible
Research: Completed Studies (With Statistics & Results)
Research: Designs & Proposals
Research: Statistics & Methodology
Russia: Pre-1917 Revolution
Science: Astronomy
Science: Biology
Science: General
Science: Genetics
Sociology: Durkheim
Sociology: General
Sociology: Marx
Sociology: Social Problems
Sociology: Social Theory
Sociology: Social Welfare
Sociology: Weber
Soviet Union: 1917-1990
Sports: Drugs
Sports: General
Technology
Transportation: Automotive
Transportation: Aviation
Transportation: General
Transportation: Railroads
Urban Studies
Vietnam
Women Studies
 

ATHLETIC SHOE MARKET IN SOUTH KOREA.   Term Paper ID:30294 Click to get this paper

Essay Subject: Analysis of NIKE and how the Company might be unseated by a local, Korean company.... More...

9 Pages / 2025 Words 15 sources, 13 Citations, APA Format $36.00 Return to List of Papers

Paper Abstract: Analysis of NIKE and how the Company might be unseated by a local, Korean company. History of Nike. Its marketing strategies. Discusses issue of taking market share away from Nike in South Korea. Shoe market in Asian Pacific region. Use of Korean sports heroes to gain market share. Appendix. Paper Introduction: Footwear Competition in South Korea: De-throning Nike Abstract Although Nike currently has the lion’s share of the Korean athletic shoe market, there are many competitors that have a product that is equal in substance and style. The distinctive difference is the perception created by Nike in the minds of the consumers. This analysis details some of the historical developments that Nike used to create this impression, most notably its policy of using celebrity sports figure endorsements. This was the positioning lever that set the company above all others. It can also be used by its competition to unseat Nike. The paper suggests the research that will show how this could be done, using specific Korean heroes. An appendix showing world market shares gives the frame Text of the Paper: The entire text of the paper is shown below. However, the text is somewhat scrambled. We want to give you as much information as we possibly can about our papers and essays, but we cannot give them away for free. In the text below you will find that while disordered, many of the phrases are essentially intact. From this text you will be able to get a solid sense of the writing style, the concepts addressed, and the sources used in the research paper. (1997, Feb. ConclusionWe have presented a brief summation of the marketing strategies of NikeCorporation within the global athletic shoe industry, and have suggestedthat Nike's uncommon success and growth is due in part to social andcultural trends that have made leisure and fitness more important in ourcontemporary society. This practice was gradually phased out beginning in 1992, when the companydecided to sponsor globally known and respected heroes. (1998, March 9),Teens give boot to Nike, U.S. Part of that publicity emphasized that the companywould officially be called NIKE, Inc. The analysis of these innovationswithin the Korean economy, paying special attention to the athletic shoecommodity chain framework can help produce a more refined theoreticalunderstanding of the relationship between economics and the marketingproposal that we are undertaking. Part ofthat paper talked about using sports figures to actually use and promotethe shoes, and on that simple hook, what was to become the Nike empire wasbased (Slater, 1987). Fortunately, for this analysis atleast, such a trove of written and tabulated research provides templatesfor strategies that can work against the company. The ideabears further investigation, especially since Nike has moved so far awayfrom its roots that it is a company that can successfully be challenged. athletic shoe industry with affordable,high-tech exports from Japan. (1999, Nov. News & World Report, 52. In all, 58 Nike-supported athletestook home 65 medals. When Nike started, there was a rather vague and uncertain category ofshoe called a "sneaker" and Nike took that concept and turned it into"athletic shoe." There was basically no competition for what Nike wasoffering, and people accepted the fact that Nike's higher price wasnecessary for the quality offered. The company avoided endorsements until 1978 when it signed JohnMcEnroe signed up. Telander, R. Statement of the Research Problem The research problem involved in this analysis is this: "Can othershoe companies that are similar in product, style, attitude and price, takemarket share away from Nike in certain targeted markets, specifically, thewidely variegated South Korean market?" Using this as the primaryquestion, several secondary questions emerge. Itis a combination of these negative attitudes, blended with the datarevealed above, that can make the concept of using Korean Sports Heroes tohelp promote alternative athletic shoes. 5. When Prefontaine died in 1975, sales went up another 12 percent. In 1962, Knight writes a market research paper about breakingGermany's domination of the U.S. 3. Naomi Nari Nam, the Olympic Skating Star. This necessitates in part some exploration of SouthKorea's troubled retail industry. Shaoyu, C. Literature Review The literature we shall examine in this research proposal has beendivided into two major categories: articles concerning Nike, and articlesconcerning Korea. Nike's share of the Korean market is approximately 38 percent, and therest of the market is divided among some half a dozen players. (1987, Sept.), On the Wings of the Sign: Commodity Cultureand Social Practice, Media, Culture and Society 457-8 . The distinctive difference is the perceptioncreated by Nike in the minds of the consumers. For instance, shoes and clothes weredesigned for soccer and cricket in the United Kingdom and windsurfing inFrance (Teleander, 199 ). Apart from these factors, there arechanging demographics in the Korean marketplace that must be investigated,particularly the beginnings of anti-Nike attitudes among Korea's youth. (199 , May 14), Senseless, Sports Illustrated, 36. An appendix showing world market shares gives the framework ofcompetitors that could adopt this idea. In the Korean marketplace, especiallyamong the young, the three superstars mentioned, Park, Nam and Pak havecaptured the devotion of fans. 16) Pele versus Nike: Guess whowon't score? Of special interest is the fact that none of these superstars ispromoting sports shoes. The paper suggests theresearch that will show how this could be done, using specific Koreanheroes. Nike's policy of gaining perceptual control of themarketing, and advertising aspects of the athletic footwear industry ingeneral suggest a company that understood, at one time, the importance ofcomplex, transnational linkages. In productdevelopment theory, Nike's strategy is called pattern standardization(Fattah, 1997, 31). 2), Keeping eye on the Tiger: Nike makes its(check) mark the hottest property in golf is making a name for itself withthe sport's hottest player, Rocky Mountain News, 25C. By focusing on the marketing and circulation nodes of a commodity chain, greater analytical precision can be gained in identifying the crucial features of these innovations (Korzeniewicz, 1994, 248). 2. Slater, D. * Asia's youth are changing, but they have the same problems as othersaround the world. (1997, Jan. 29) A cycle of innovation: quicker, cheaper,better. Are there marketing techniques that Nike used to achieve controlling market share that it is no longer using? Regarding Korea, much of the literature concerns the development ofthe shoe industry in the 197 s, when the country was used as a source ofcheaper labor than Japan (Shaheena, Cook, Geier & Longman,1998; Sirak,1997;Warde, 199 ). In 1973, American record-holder Steve Prefontaine became the firstmajor track athlete to wear Nike shoes and his endorsement deal was set forfive years. Successful marketing of the athleticshoe has relied on, what Korzeniewicz (1994) describes as the construction of a convincing world of symbols, ideas, and values harnessing the desires of individuals to the consumption of athletic shoes. Warde, A. Would endorsements from these stars pay off in increased sales, sayfor Adidas, Puma, New Balance, Keds, or L.A. The commondenominator is that in all markets, each marketing program is designed tocreate and reinforce the same fitness and performance image. The evidence suggests that as long as a person is a sports superhero, then the endorsement is valuable. 1. Regarding Nike as innovator, there isgeneral consensus that Knight/Nike single-handedly breathed life into anorphan of the footwear industry (Slater, 1987; Shaoyu, 1988; Strasser &Becklund, 1991). Set alongside of theseobservations was marketing data from various sources that suggested that"Asians prefer Asians." By extrapolation of these two phemomena, we makethe assumption that a competitor of Nike's could blend those two conceptsand create considerable competition for market share in Korea. Itcan also be used by its competition to unseat Nike. * Television watching, local music and movies still reign supremethroughout much of Asia among youth. Some of the relevant findings in that study that are valuable to thisproposal are: * Local networks in Asian countries boast larger audiences than dointernational operators, creating the awareness that Asian wants Asian * Major companies, like ESPN and Star TV, are striking deals withAsian companies to develop programming. Gereffi & M.Korzeniewicz (Eds.), Commodity chains and global capitalism, (pp. Is there verifiable merit in using South Korean sports heroes as a strategy to gain market share? (1997, July 1) The quality of cool: marketing to teenagers,Marketing Tools, 4: 34-39. (That market research paper became theoriginal business plan) (Shaheena, Cook, Geier, Longman, 1998). (1991) SWOOSH: The Story of Nike and theMen Who Played There, New York: Harcourt Brace Jovanovich. However, a combination of arrogance and indifferenceon the part of its management is making the leader vulnerable to attack. Give Asians the best of the West, but don't take them for granted(1997, Feb) Market Asia Pacific, 6:2, 8 Hersh, P. (1988, March 21),China-Made Nikes: We Proved We Could MakeIt. Competitive Strategy of Nations. Los Angeles Dodgers pitcher Chan Ho Park; 2. LPGA golf star Se Ri Pak; and, 3. The Air Jordan technology led tospinoffs of Air Max and Air-Pegasus (Chronology, 1998, Online). 25), Skater can do no wrong -- in Korea, ChicagoTribune, Online at http://www.chicagotribune.com Korzeniewicz, M. That data will becorrelated into the economic data to support or refute our thesis. In order,they are: 1. In addition to using different national productmixes, Nike used locally known sports and athletes to endorse its products. World Footwear Market, online at http://www.hoovers.com Is there something specifically "Nike-an" about the products? In196 , Mr. Knight goes to Stanford Business School while U of O runnersbreak records in shoes handcrafted by Bowerman. Chemical Week, 31(2). Business Week, 3565: 59 Fattah, H. (1994), Commodity chains and marketing strategies:Nike and the global athletic footwear industry. New York: TheFree Press. (199 , Feb.), Introduction to the Sociology of Consumption,Sociology, 1-4. Beijing Review, 38-39. Shaheena, A.; Cook, W.J.; Geier, T.; Longman, P. Once these data are gathered, more research on the risk/rewardbenefits of celebrity endorsements will be studied. Introduction At this time, Nike is the undisputed leader of the sports shoeindustry worldwide. Methodology The research approach will be to adopt the qualitative grounded-theorymethodology, a process that will utilize several publicly accessibledatabases, using triangulation matrices as the method of validation. Sirak, R. References Echikson, W.; Katz, I. 247-265), Westport, CT: Greenwood Press Porter, M.E.(199 ). By implication, we were able to show that one of their powers was theuse of sports figures to wear Nike products. In G. Reese, S. They symbolize competition and energy, theyare winners, and they have remained loyal to their Korean heritage. Objectives Our research purpose is to explore and clarify the interrelatedfactors that have contributed to the present situation of the athletic shoemarket in South Korea. This analysis details someof the historical developments that Nike used to create this impression,most notably its policy of using celebrity sports figure endorsements.This was the positioning lever that set the company above all others. Footwear Competition in South Korea: De-throning Nike Abstract Although Nike currently has the lion's share of the Korean athleticshoe market, there are many competitors that have a product that is equalin substance and style. We will search the databases looking for evidence that suggests theimportance or non-importance of the following factors that the literaturesuggests are affecting the Korean economy, and, more specifically, theretail sector. The chartin the appendix shows worldwide shares of the players, and for the mostpart, the Korean figures are similar. (1998, Feb. Much data relevant to examining the teenage market (theprimary consumer) will be drawn from an extensive study in Market AsiaPacific (1997). Recommendations Athletic footwear has experienced explosive growth over the past twodecades. We can turn to theevidence of Nike. Another survey showed, more recently, that the Korean teenagers namedthree Korean Sports Figures among their 1 most popular heroes. B.; Becklund, L. In general, the available literature on Nike concernsthese areas of inquiry: A) Nike as innovator, B) Nike as marketing pariah,C Nike as uncaring capitalist. The next year, Michael Jordan signed with Nike topromote a line of Air Jordan shoes. It also developed unique and localized communication messages, useddifferent distribution outlets, and adopted separate pricing strategieshorizontally and vertically across markets (Korzeniewicz,1992). Can a competitive company use those neglected techniques of Nike and use them to snatch market share? 4. Strasser, J. That trilogy of concepts -- "symbols, ideals and values" is the keyto the concept we are presenting. Gear? At the end of the first year, Nike sales had gone up 64percent. The meteoric popularity and success of athletic shoes as aconsumer good is explained by a complex interaction of cultural andorganizational innovations (Reese, 1997). However, today, a combination of strongcompetition and changing customer tastes have forced Nike into a situationof "forced innovation" (Porter, 199 ) A great deal of the success was attributed to Knight's globalsensitivity for sporting good needs. Are other shoe companies creating products that are apparently similar? The watershed year for athletic endorsements was 1984 when at the LosAngeles Olympics, Carl Lewis won four golds and Joan Benoit triumphed inthe first women's Olympic marathon. The following primary factors have been identified as affecting theSouth Korean economy and retail industry: foreign direct investment (FDI);the price gap between imported and domestic products; the trade deficit;the increase in consumer spending on luxury items; and the chaebol, SouthKorea's huge business conglomerates. Teenage tastes are a mixture of Asianand Western ("Give Asians" 1997). What isnow Nike had its roots in 1957, when Bill Bowerman, the coach mentionedabove, and Phil Knight, met at the University of Oregon in Eugene. This attribution is based on the entrepreneurial spirit of the "story"-- the track star with a vision, and the coach with a waffle iron. The story of Philip Knight, and his coach, and the legendary trackshoes and the rapid rise to world fame has been chronicled over and over inthe popular press and, to a greater extent, in the academic literature.Indeed, there have probably been more case studies about Nike than anyother company (Echikson & Katz, 1998). If this paper is not what you are looking for, you can search again: Search for: or Click here to request an essay written just for you.