Here is an article from Motley Fool about NIKE's big jump into the Chinese market. This may represent opportunities lost for UA. It also may be a signal that in order for UA to compete with NIKE they will have to start putting more concentrations into foreign markets. It is possible for UA to extend their first mover advantages in the compression sportswear into these new markets.
http://www.fool.com/investing/international/2009/10/09/nike-jumps-into-china-with-both-feet.aspx
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Nike apparel is associated with athletes that are well-known throughout the world (Michael Jordan and Lebron James are a couple). If UA could pick up some high profile athletes as sponsors that would help them in foreign markets, Yao Ming would be a big plus especially in the Chineese market. Also, I don't know if first mover advantage would work...because in the foreign market, if Nike is there first and offers the compression sportswear, wouldn't Nike have first mover advantage?
ReplyDeleteI agree if they could pick up some big name athletes it would help to get product recognition and brand awareness.
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