Company Profile American multinational manufacturing Co. Core products include footwear & apparel Unwavering commitment to advertising Key Marketing Initiative

Use of high profile athletic endorsements Nike’s brand portfolio

Nike, Cole Haan, Converse, Hurley, Nike Golf and Umbro.

75% of the growth is expected from the Nike brand.

History Nike, originally known as Blue Ribbon Sports (BRS),

was founded by University of Oregon track athlete Philip Knight and his coach Bill Bowerman in January 1964

In 1966, BRS opened its first retail store, located at 3107 Pico Boulevard in Santa Monica, California. By 1971, the relationship between BRS and Onitsuka Tiger was nearing an end. BRS prepared to launch its own line of footwear, which would bear the Swoosh newly designed by Carolyn Davidson

Throughout the 1980s, Nike expanded its product line to encompass many sports and regions throughout the world

Headquarters Washington County, Oregon, United

States

Mission StatementTo bring inspiration and innovation to every athlete in the world. 

Vision StatementTo carry legacy of innovative thinking, whether to develop products that help athletes of every level of ability reach their potential, or to create business opportunities that set Nike apart from the competition and provide value for our shareholders.

Products Nike Air Max Nike 6.0 Nike NYX Nike SB Air Zoom Yorker Air Jordan XX3  SPARQ Training

Program Nike+

5 force model Threat of new competition

Threat of substitute products or services

Bargaining power of customers

Bargaining power of suppliers

Intensity of competitive rivalry

Threat of new entrants (low) Capital Intensive Strong Brand Following Economies of scale High R & D Costs Industry in consolidation phase

Substitute products (low) Other types of shoes Other sport apparel

Supplier Power (low) Raw Materials are abundantly available Cheap resources, commodity items

Buyer Power (high) Everything depends on Customer Preferences Price sensitivity issues Brand following Retail and vendor consolidations Growing power of retail chains e.g.Walmart

Internal Rivalry (high) Fierce Competition- Adidas, Reebok, New

Balance Mature Industry Mostly Non-Price competition Differentiation strategy Industry in Consolidation phase

Competitorso Adidaso Reeboko Pumao New Balanceo ASICSo Converseo K-Swisso Sketcherso Others

• Brand image• Market leader in most of the world• Diverse product portfolio• Strong advertising• Experienced Management team

Strengths

• Under constant scanner of Human rights companies due to its history of unethical labor practices

• Premium player in price sensitive sector

Weakness

• Emerging markets• Can be a leader in developing environmentally sustainable business

Opportunity

• Mature industry susceptible to recessions• Dependence on contracted suppliers – compliance issues• Ever Changing customer preferences• Dependence on endorse athletes• Seasonal business

Threats

SWOT analysis

AD Strategies• Endorsing Athletes• Sponsoring Sports events• City based advertisements• Banners & Billboards• Themes on bringing inspiration and

innovation to every athlete in world

• Athletic, Influential, Outgoing, Aggressive, hi tech, futuristic, retro cool

• American way of living• Associated with Athletes at top of

their sport• To bring inspiration and innovation

to every athlete in world

Branding message and strategy

Technology &InnovationStrategies

Nike fields some of the best in class

technological practices and has a

few patents to its credit. Nike

emphasizes on these and has developed a

lot of new products with use of high technology and

sophistication

Manufacturing Strategies• Endorsing Athletes• Sponsoring Sports events• City based advertisements• Banners & Billboards• Themes on bringing inspiration and

innovation to every athlete in world

NIKEy Success Factors• Marketing Activities• Extensive Research & Development• Production and Manufacturing Facilities• Extensive Distribution Facilities• Wide Range of Relative Products• Capable Workforce• Innovative Activities

Conclusion Wal-Mart must adopt a friendlier corporate

attitude It needs to relax anti-unionization policy Improve public perception that Wal-Mart can

destroy communities International expansion should be done with

the help of Local retailers

Thank you!