PRODUCT PERFORMANCE COMPARATIVE MATRIX

Number scale 1-10(10-extremely good, 1-Poor)

COMPETITORS
DIRECT COMPETITORS INDIRECT
Adidas COMPETITORS

CRITICAL
Shoes
SUCCESS NIKE REEBOK NEW PUMA ECCO ALDO
FACTORS BALANCE

Pricing 6 5 8 7 8 9 9

Product 9 9 5 6 7 6 5
Quality
Presentation 7 9 4 6 8 5 3
and Design
Sales Tactics 7 8 7 3 8 1 2

Easy to Use 9 9 8 8 8 5 6

Product 9 9 5 8 8 6 7
Efficiency

Report to the CIO

Comparative Matrix Market Outcomes Analysis

The comparative matrix seeks to compare different performance dynamics of our products in different
market segments, contributing to the decline in sales. From the matrix, various aspects have illustrated
product elements that reflect the decreased number of purchases in the market:
Pricing
Pricing decisions stand among the most vital decisions that firm’s make. As documented by Kienzler &
Kowalkowski (2017), it is essential for an organization to make informed decisions on their services and
commodities to make business sense in the industry. While companies like Aldo and Ecco attempt to
penetrate the market by charging its consumers the least possible prices, footwear giants Adidas and its
counterpart Nike employ a controversial price strategy known as price skimming. Price skimming involves
charging the highest possible price for newly developed products. This explains why the Addidas and Nike
score 6 and 5 respectively while Ecco and Aldo lead with an outstanding score of 9.
Product Quality
From the context, Adidas and Nike are tied at 9, followed closely by Puma with a 7 while Aldo and Reebok come in
last with a score of 5. Frankly speaking, it is impossible to clearly state which brand is better between Adidas and Nike
in terms of Product quality. As two of the most recognizable shoe manufacturing firms in the world, Nike and Adidas
have been rivals for years. Although their ratings are same, Nike is said to have nearly twice the number of negative
consumer reviews as adidas. With that statistic, it is suggested that Adidas stands slightly above Nike when it comes to
product quality.
Presentation and Design
When it comes to product presentation and design, the footwear industry presents a relentless rivalry among Nike (9),
Puma (8) and Adidas (7). While New balance (6) and Ecco (5) have demonstrated their interest to hold the top
position, Nike who currently lead the standings and Puma their closest rival both deliver a specific value, a feeling that
goes beyond the functional satisfaction of putting on the shoes.
Sales Tactics
The findings of this comparative market analysis revealed that both Puma and Nike constantly implemented sales
strategies that saw them earn a top score of 8. Based on recent research, Nike’s sales tactics are almost similar to
Puma. However, Puma is famous for giving promotions and discounts which explains its high score while Nike is
known to only give discounts to military personnel. On the other hand, while Adidas are hoping to catch up with
Puma, their price skimming strategy does not allow them to frequently offer discounts and promotions.
Easy to Use
Product Efficiency