A VIEW ON COMPETITION ..WHETHER ITS AN OPPORTUNITY OR A CHALLANGE

1. COMPETITION : CHALLENGE
OR AN
OPPORTUNITY
IN LIGHT OF
MARKETING
SUBMITTED BY:
SAKSHI TIWARI
MBA

2. WHAT IS COMPETITION?
A FIGHT FOR LARGER SHARE.

3. competition is the rivalry among
sellers trying to achieve such
goals as increasing profits,
market share, and sales volume
by varying the elements of the
marketing mix: price, product,
distribution, and promotion.

4. YOU RECOGNISE THE SWOOSH?

5. ORIGIN & HISTORY
• SPORTS APPAREL.
• PHILIP KNIGHT & BILL BOWERMAN IN JAN’
o’ ‘64.
• BLUE RIBBONS SPORTS.
• INITIALLY OPERATED AS DISTRIBUTOR FOR
JAP’ SHOEMAKER ONITSUKA TIGER.
• 1’300 PAIRS GROSSING $8000.
• Culture & style ..A rebel.
• Upstart underdog of the 80s & 90s.

7. BIGGEST OBSTACLE : ITS OW
N SUCCESS
• CO. SALES SLIPPED.
• TO COMMON TO BE “KOOL”.
• CREATIVE JUICES RAN DRY.
• SUFFERED FROM BIG BRAND BACKLASH.
WHAT WAS REQUIRED?
MOVE FROM MAVERICK TO MAINSTREAM.
“AS THE INDUSTRY GETS BIGGER & BIGGER IT HAD TO BE EVEN FASTER
WHICH HAS BEEN AN ENORMOUS CHALLENGE”

8. FOUND AN OPPORTUNITY THROUGH THE CHALLENGE

10. PHIL SAYS & I QUOTE “ I DON’T FEAR ANY COMPETITORS
BUT RESPECT EM’ ALL.”
CEO MARK PARKER “ ANYBODY WHO TAKES COMPETITION
FOR GRANTED ENDS UP WATCHING EM’ FROM BEHIND”.