Athletic Shoe Market In South Korea

Paper Summary:

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.

From the Paper:

"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 ..."

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