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Student
Title
Supervisor
Faculty
Educational Programme
Final Grade
Year of Graduation
Ekaterina Kavrigina
The Differences Between Positioning Strategies of Brand "Nike" in the USA and Russia
Management
(Bachelor’s programme)
2018
Nowadays the problem of the shortage of goods is not actual. The producer of the goods should attract new customers for being competitive in the market. It is important to develop the strategy of positioning for obtaining unique competitive advantages and getting loyal clients. The industry of sports brands is not exception.

It is necessary to mention that the positions of the international brand in various countries can be different. For example, the share of the market of the brand Nike in the USA is 52,7%. However, in Russia the share of the market of the brand Nike is lower and equals 5,7%. In this investigation the reasons of such differences in the positions of the brand Nike in two countries will be revealed. Moreover, the competitive advantages of positioning of Nike in the USA will be presented as well. Considering this information, the recommendations for the improvement of the strategy of positioning of Nike in Russia will be developed.

It is necessary to mention that the results of the investigation can be used for the improvement of the strategy of positioning not only of the brand Nike, but other international brands as well.

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