Nike Marketing Presentation
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Transcript of Nike Marketing Presentation
NIKESTRATEGIC ANALYSIS: NIKE INC
FALL 2012
U.S Based manufacturer of athletic shoes, apparel, and sports equipment.
Stock Symbol: NKE ( NYSE )
Founders: Bill Bowerman,Philip Knight
Market Cap: $30 Billion
Year established: 1964
Industry: Sportswear/equipment
Headquarters: Oregon
Slogan: Just do it!
Nike is the Ancient Greek goddess of victory
Introduction
Brand Portfolio
Cole Haan◦ Designs and distributes dress and casual footwear, apparel and
accessories for men and women Converse
◦ Offers a diverse Portfolio including premium lifestyle men’s and women’s footwear and apparel
Hurley International◦ Designs and distributes a line of action sports apparel for surfing,
skateboarding and snowboarding
Nike Golf◦ Designs and markets golf equipment,apparel,balls,footwear,bags
and accessories worldwide.
Umbro LTd
Brief History
1964- Nike founded 1965- Annual sales reach $2000 1969-Annual sales close to $300,000 1988- Just Do It 1991- Michael Jordan leads Bulls to NBA
Championship 1996- Tiger Woods Signs contract 2006- Apple and Nike team up
Mission and Vision
Mission To Bring Inspiration and innovation to every athlete in
the world.
Vision At Nike, our vision is to remain the leader in our
industry. We will continue to produce the quality products that we have provided in the past. Most importantly, we will continue to meet the ever-changing needs of our customers, through product innovation.
Competitive Analysis:
#1 Sportswear Company◦ Most Popular Brand among top athletes
Brand for Trendy and Young Individuals Brand Ambassadors
◦ LeBron James◦ Tiger Woods◦ Mia Hamm
Innovation partnership with Apple+◦ Ipod nano andNike + Ipod sport kit
Customized Shoes Market Leader
Target Customer ◦ 18-35 males and females◦ Those who balance sport and fashion
Competitive Analysis: Competitors
Direct Competitors◦ Addidas◦ Puma◦ New Balance
Uses product differentiation Known for technologically advanced
products Price Leadership Location in over 160 countries
Competitive Analysis: SWOT
Porters 5 Forces
Business Model
Supply Chain◦ Maximize profit margins with outsourcing
CSR and Sustainable Competitive Advantage◦ Go Hand in Hand◦ Hannah Jones- VP of Corporate Responsibility
New Business Model in 2010◦ Shift from traditional media to social media◦ Nike will work with Athletes who demonstrate high
ROI on social media websites
Marketing
Constant first-mover within industry
Athlete Sponsorship◦ Effective Marketing Campaign◦ Famous Athletes
Marketing
Leadership & Organizational Structure
Philip Knight◦ Co Founder & Chairman
Mark Parker◦ President & CEO
Charlie Denson◦ President of NIKE Brand
Hannah Jones◦ VP of Sustainable Business &
Innovation
Leadership & Organizational Structure
Flat Matrix Organization◦ Employees report to project teams
led by manager◦ Allows for quicker decisions
Each brand has department◦ Makes Independent Decisions◦ Sub-Departments for project
teams
Finances
Market Cap $34.6 Billion Strong financial success over past decade◦ Incremental success highlighted over past
four years Proven industry leader with financial
decisions◦ Supportive industry resources
Continuously outperforming companies financially◦ S & P 500 Comparison◦ Competitors
Rapid Growth in future years◦ Liquidity measurements indicate unlikely to
face financial difficulties in the near future
Finances
Finances
Moving Forward
Technology & Fashion Corporate Responsibility◦ Enhance Nike’s Green Initiative Environmental conscious customers
who enjoy outdoor sporting Eco-Friendly Collection
Entertainment Industry◦ NET- Nike Entertainment
Television Live Games Original Sport Shows Sport Films ESPN main competitor
ERVIN CHOI
CRAIGHEAD PROMDEWET