Opportunities for Nike=
Increasing footwear market growth= The footwear industry in Germany is increasing every passing year and it is the 7th largest consumer market of footwear products in the world presenting a lot of sales and growth opportunity for Nike
innovative Products= As Nike invest a lot of funds in research and development, thus the company is among the leader which come up with the latest technology and innovative products. Its latest product FuelBand is based on the wearable technology that monitors the movement of the user. This makes the company one of the most sought after firm in Germany
Threats=
Increased competition= Due to the attractiveness of the footwear market in the country, many new entrants are coming up in the market. The main competition is presented by Under Armour lululemon
Change in customer's preferences= Due to the variety of options available in the market, and rapid change in the footwear technology, the tastes of the customer is rapidly changing
Currency Volatility= As most of the products of Nike are produced in China, Indonesia, so the fluctuations in the international currency prices put a lot of pressure on the profitability of the company
If we look at the technology and R&D investments made by Nike and its stronghold on its customers, the company's ability to launch new products regularly and keeping the preferences and tastes of the customers in the product, it is obvious that the company is quite successful in its objective but due to increased competition, it is also facing the heat and it has to come up with more innovative and comfortable products
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