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Introduction In our modern life businesses get more complex and complicated. There are many factors to consider when companies do business; such as marketing, design and production. Every year customers are faced with new products, innovations, and discoveries, which creates the growth of new markets. Trainer is a lightweight shoe with a rubber, or plastic sole intended for athletics or casual wear. The training shoe business is one broad market that has been developing since 1839 when the American inventor Charles Goodyear patented the vulcanisation of rubber, which made the manufacture of the first canvas topped, rubber-soled shoes possible. The trainer has become one of the most successful products of the late 20th century. Global sales were worth $17 billion in 1998. Amongst the three companies which dominate the sales of training shoes of worldwide: USA–based Nike and Reebok, US-owned, and Adidas, which is German-owned Nike is easily the biggest. In the USA Nike has a market share of 43% compared with Reeboks 14% and Adidas’ 12%. In the UK Nike still carries the lead with a share of 35%. In this piece of writing I will try to find the answers to the question “Why is Nike the biggest training shoe company in the world?” History The training shoe’s earliest ancestors, known as the ‘plimsoll’ or ‘sandshoe’, were first developed by John Boyd Dunlop and became popular with upper class Victorians for playing lawn sports. Reebok, one of the best-known training shoe brands, has a pedigree, which dates back to 1895, when Rochdale manufacturer Joseph Foster began making running shoes. Adidas’ heritage dates back to 1924 when brothers Adolf and Rudi Dassler opened a factory in a small German town of Herzogenaurach. Former university of Oregon runner Philip Knight and his coach Bill Bowerman launched Nike in 1972.
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