NIKE COMPETITIVE PROFILE MATRIX (CPM) 2014

FINDINGS:
Critical success
factors
Nike Adidas Puma
Market share 33.2% 25% 8%
Global expansion 170 countries 200 countries 120 countries
Marketing $ 2,711 millions $ 2062.85 $ 836.81
Revenues $ 24128 $ 20416.14 $ 9248.44
R&D (amount not found) $ 175.8 $ 116.60
Financial strength $ 2,223 (net income) $ 721.65 (net income) $ 109.90 (net income)
Brand name To be taken on revenues
Innovation
Customer loyalty To be taken on revenues

CPM Competitive Profile
Matrix
NIKE ADIDAS PUMA
Critical Success Factors Weight Rating Weighted
Score
Rating Weighted
Score
Rating Weighted
Score
Market Share 0.15 4 0.6 3 0.45 2 0.3
Global expansion 0.1 3 0.3 4 0.4 2 0.2
Revenues 0.1 4 0.4 3 0.3 2 0.2
Innovation 0.15 4 0.6 3 0.45 2 0.3
Marketing/ Advertising 0.15 4 0.6 3 0.45 2 0.3
Brand Name 0.1 4 0.4 3 0.3 2 0.2
Financial strength 0.05 4 0.2 3 0.15 2 0.1
Customer Loyalty 0.05 4 0.2 3 0.15 2 0.1
Research & Development 0.15 4 0.6 3 0.45 2 0.3
Total 1 3.9 3.1 2

ANALYSIS:
The above mentioned competitive profile matrix reflects that Nike is the most competitive of
the all with the weighted score of 3.9, whereas Adidas Group is the toughest competitor for
Nike Inc.