Question 2

Nike’s Approach might turn to weakness

Nike’s unique competitiveness in sports market has enabled it to dominate games after the other creating a strong perceived value to its customer. Nike has been able to provide differentiated products compared to the competitors. Although Nike’s strategy and core competence have gained it the much competitive advantage, the route that it has taken has led to weakening of the customer’s loyalty. In most of the cases when engaging and interacting with its selected heroes, the latter have been associated with misconduct and immorality that has turned on the public outcry. In most instances, Nike’s stars are associated with bribery scandals, animal cruelty, money laundry, and rape charges.