1) What are the pros, cons and risks associated with Nike's core

marketing strategy?
 Pros:
Nike responds to changing preferences of the customers very efficiently
by offering new products and by customizing the existing ones
according to needs.
It is a master in segmentation and has introduced its products
according to different segments of sports. Nike also focuses more on
athletes than any other brand.
Nike's introduction of Nike+ has led to more than 100 million athletes
worldwide to adopt the brand for running shoes.
 Cons:
Nike's brand image suffered considerably due to its association with
controversial athletes such as Tiger Woods and Lance Armstrong
The brand strategy had always been about being the winner, and little
focus had been laid on being sustainable.
 Risk:
The major risk associated with the core marketing strategy was that
there was no explicit display of being environmentally sustainable to
maintain the slick, high-tech image of the brand. This could later
discourage environmentally conscious consumers to think twice before
investing in that brand, as they would not be aware of the eco-
friendliness of the products.
2) If you were adidas how would you compete with Nike?

 The first thing I would do is reduce the prices of the products

without compromise in quality.
 Eco-friendly products and products made from recycled goods can
create a very strong market and that shall be another focus
 Overpay the best athletes in the world to endorse our shoes or
endorse the major rivals of the best athletes
 Introduce a new product lineup that comprises microprocessor
and sensors which can be connected to a smartphone that could
monitor distance traveled, calories, burned, etc.
 I shall also use marketing research to better understand
consumers, wants, and needs. With the results the brand can
understand customer needs and manufacture products
accordingly
 I shall also invest in market analysis to explore opportunities on
untapped market segments of Nike so in order to expand to those
segments and eventually dominate them.
 I shall also create an emphasis on manufacturing products for
sports that are exclusive to a country or a group of countries (e.g.:
Kabaddi in India) to penetrate the market at its deepest