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Authors:
Marc Taylor (Sheffield Hallam University)
Published in:
2019
Version:
25-Apr-2019
Revision date:
13-May-2019
Length:
19 pages
Data source:
Published sources

Abstract

This case is developmental, designed to expose students to a variety of marketing budgeting techniques and benchmarks from UK firms and the Global Sportswear Manufacturers; Nike, adidas, VF Corp, Under Armour, Puma, Anta and BasicNet SpA. The case is designed to enhance the understanding of marketing and the strategic value that can be offered by the marketing function. A large number of texts emphasise the financial aspects of budgeting as primarily relating to controlling costs as opposed to appreciating that the role of marketing budgeting should be to support strategic objectives over a period of time. It is extremely difficult to develop brands or develop organisations if the focus is based upon an annual planning cycle of which only short-term objectives are assessed or where there is a bias towards short term thinking. There are complexities involved in buying products or services (for both consumers (B2C) and businesses (B2B) that can easily span multiple years and the positioning, or repositioning brands requires investment over multiple years.

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Topics

Marketing; Marketing budgeting; Budgeting; Marketing communications; Sportswear; Sportswear brand; Sportswear industry; Sportswear market; Sport

Setting

The events covered by this item took place in 2005-2018.

Geographical setting

Region:
World/global
Countries:
United Kingdom; United States; China; Italy; Germany

Featured companies

Company name:
Nike
Employees:
10000+
Turnover:
USD 36.4 billion
Type:
Public company
Industry:
Sportswear
Company name:
adidas
Employees:
10000+
Turnover:
EUR 21.2 billion
Type:
Public company
Industry:
Sportswear
Company name:
Under Armour
Turnover:
USD 5.19 billion
Type:
Public company
Industry:
Sportswear
Company name:
Puma
Turnover:
EUR 4.65 BN
Type:
Public company
Industry:
Sportswear
Company name:
VF Corp
Turnover:
USD 11.81 billion
Type:
Public company
Industry:
Sporstwear

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