Research on How Products and Marketing Strategy Affects the Market Shares of Nike and Adidas

DOI

10.2991/aebmr.k.220404.037How to use a DOI?

Keywords

Nike; Adidas; Rating; Reviews; Experiment

Abstract

For many children born in China, Nike and Adidas dominated the sportswear market during their childhoods and one of the reasons might be the lack of performance of China’s local brands. How Nike and Adidas succeed in making positive progress while having cutthroat competition is a subject worthy of study. By applying the k-means model and a social experiment, this paper explores how products and marketing strategy affects the market shares by focusing on the marketing strategy, market share, product rating, and product price. The data for this research come from the data hub (data. world). The dataset assembled by Kash consists of three thousand two hundred and sixty-eight products from Nike and Adidas with twelve features of information, including their ratings, discount, sales price, listed price, product description, and the number of reviews [1]. According to the data and experiments, Nike seems to have more market share on more specific sports gears like football shoes, soccer shoes, and basketball shoes, whereas Adidas has more market share on jogging shoes, casual outwear, and fashion collaboration shoes.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Hanzhe Li
PY  - 2022
DA  - 2022/04/18
TI  - Research on How Products and Marketing Strategy Affects the Market Shares of Nike and Adidas
BT  - Proceedings of the 2022 International Conference on Creative Industry and Knowledge Economy (CIKE 2022)
PB  - Atlantis Press
SP  - 197
EP  - 202
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220404.037
DO  - 10.2991/aebmr.k.220404.037
ID  - Li2022
ER  -