Retail Performance and Competitive Positioning of Nike and Adidas in Australia in the Period (2016-2017): A Comparative Statistical and Strategic Analysis
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This study examines the comparative retail performance of Nike and Adidas in the Australian market using transaction-level data collected between January 1, 2016, and August 1, 2017. The analysis focuses on pre-2020 observations only and evaluates brand performance from statistical, marketing, and management perspectives. The study uses the Fact Table as the main data source and incorporates Managers and Suburb lookup tables to support regional and administrative analysis. A total of 76,466 observations were analyzed for the two brands. Key indicators were constructed, including revenue, cost, profit, and profit margin, based on total units, sale price, and cost price. Descriptive statistics were used to compare overall brand performance, while Welch t-tests, Mann–Whitney U tests, Cohen’s d, and chi-square tests were applied to examine statistical differences and category associations. The findings show that Nike achieved higher total revenue, total profit, and total units sold, indicating stronger scale-based performance. In contrast, Adidas recorded a higher average sale price and a slightly higher aggregate profit margin, suggesting stronger pricing and relative profitability. Category, monthly, state-level, and manager-level analyses further show that brand performance varied across product groups, time periods, regions, and administrative units. The study contributes to marketing and management analysis by demonstrating how transaction-level data can be used to evaluate brand performance. However, the findings should be interpreted cautiously because the dataset does not include advertising expenditure, customer demographics, store size, or inventory information.
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