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* Using appropriate models, prepare an industry analysis of the sportswear industry, concentrating on the 3 largest players, ie Nike, adidas and Reebok. (60 marks) 1. General overview about sportswear industry The athletic shoe wear industry is unique in the way it is market driven instead of product driven. Markets have to be created and so does demand for the products. The industry is virtually controlled by fads, which are nearly impossible to predict. The athletic shoe industry must be able to quickly react to new market demands, and quickly develop product variations that will " satisfy fad-hungry customers". Furthermore, the characteristics of the shoe-business can be identified with the entertainment industry, where the products have short-life cycles, and success depends on the fact that what is flashy and "hot" will sell. Today's athletic shoe market is a mixture between fashion and technology. Some competitive distinction has to be created together wath...

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