This is a basic outline for my paper. I haven’t done all my research yet, so some of the bullet points seem a little empty and the paper looks like it will be really short, but I think once I’ve gotten all my information, everything will fill out a lot more. Also, the formatting is really weird because I typed it all out in Word first, and then everything moved around once I copy and pasted it into here...
Nike Swim VS. Speedo
A. Introduction
1. Background info on why I chose this topic, personal experiences, why it’s interesting to me, etc.
B. History
1. Speedo company history – how it got started & how it got so successful
2. Other swim apparel companies – TYR & Adidas
3. Nike company history in general, then more specifically its history in the competitive swimwear market – how & why the company started this branch
C. Why Nike
1. Why Nike in particular is a threat to Speedo as opposed to the other brands
2. Nike gets big name swimmers to sponsor, as opposed to TYR & Adidas (with the exception of Ian Thorpe)
3. Nike’s company history of good marketing – “just do it”, inspirational commercials, etc.
D. Swimming Community Opinion
1. Speedo sponsored athletes & teams: Kirsty Coventry, Ian Crocker, Eddie Reese/Kris Kubik, Jill Sterkel, Tanica Jamison
2. Why are so many teams switching from Speedo to Nike: ask Kim, ratio of Speedo sponsored DI top 25 college teams vs. Nike sponsored teams
3. Nike athletes: Brendan Hansen, Aaron Peirsol
4. Nike VS. Speedo: believe in product or just like the brand? Do users of both brands believe in the suits they wear?
5. How Speedo athletes are treated VS. Nike athletes: getting paid on time, getting suits when ordered, do the reps for each brand know what they’re doing
6. Currently unsponsored athletes: Elizabeth Wycliffe, Elizabeth Tinnon, Craig Chapman all training for Olympics but are not sponsored by either company. If they could chose who to sponsor them, who would they choose and why?
E. Strengths and Weaknesses
1. Speedo strengths: market domination, brand recognition, established company, great product
2. Speedo weaknesses: established dominance but might not know how to maintain it, favor certain athletes, apparel needs work, improve brand image
3. Nike strengths: great marketing history, dominant brand in other markets, great apparel, experienced in creating an exciting company image
4. Nike weaknesses: less experience with competitive swimwear, is the research & technology there?
F. Conclusion
1. If Speedo doesn’t change, they will lose substantial market share – are they aware of the challenge of Nike and are they doing anything about it?
2. Possibility of Nike buying out Speedo like they did with Converse, Hurley, etc.
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1 comment:
Delia - This is really interesting and your outline is actually pretty good (just reacting to your initial disclaimer). My only concern is that I don't really see a direct reference to customer insight/experience topics (or from a CI perspective). By the way, can you confirm that you have not used this topic for another paper? I just want to be sure given the lack of CI/E perspective in the outline. Let me know about that and if you have any other questions/concerns about your paper.
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