PRESENTED BY: SRIRUP GOSWAMI ROLL NO.: 10DM026

An Overview of NIKETYPE: PUBLICINDUSTRY: MANUFACTURING AND DESIGNING SPORTSWEAR AND SPORTS

EQUIPMENTSFOUNDED: JANUARY 1964 AS BLUE RIBBON SPORTS, CAME TO BE KNOWN AS

NIKE, INC. IN 1978FOUNDERS: WILLIAM J. “BILL” BOWERMAN AND PHILIP H. KNIGHTHEADQUARTERS: WASHINGTON COUNTY, OREGON,UNITED STATES (NEAR

BEAVERTON, OREGON)KEY PEOPLE: PHILIP H. KNIGHT (CHAIRMAN) AND MARK PARKER ( C.E.O. AND

PRESIDENT)PRODUCTS: ATHLETIC SHOES, APPARELS, SPORTS EQUIPMENT AND ACCESSORIESREVENUE: US$ 19.2 BILLIONTOTAL ASSETS: US$13.2 BILLIONTOTAL EQUITY: US$ 8.69 BILLIONEMPLOYEE STRENGTH: 34400 (‘2010)

ORIGIN AND HISTORYORIGIALLY KNOWN AS BLUE RIBBON SPORTS(BRS), WAS FOUNDED BY UNIVERSITY OF OREGON TRACK ATHLETE PHILIP KNIGHT AND HIS COACH BILL BOWERMAN IN JANUARY, 1964.INITIALLY OPERATED AS A DISTRIBUTOR OF JAPANESE SHOEMAKER ONITSUKA TIGER.IN 1966 BRS OPENED ITS 1ST RETAIL STORE IN CALIFORNIA.BY 1971 BRS-ONITSUKA TIGER RELATINSHIP ENDED.BRS USED SWOOSH IN 1971 AND WAS REGISTERED WITH THE U.S. PATENT AND TRADEMARK OFFICE ON JAN 22, 1974.THE FIRST SHOE TO CARRY THIS DESIGN THAT WAS SOLD TO THE PUBLIC WAS A SOCCER SHOE NAMED “NIKE” WHICH WAS RELEASED IN 1971.IN FEB 1972 BRS INTRODUCED ITS 1ST LINE OF NIKE SHOES WITH THE NAME “NIKE” DERIVED FROM THE GREEK GODDESS OF VICTORY.IN 1978 BRS, INC. OFFICIALLY RENAMED ITSELF AS NIKE, INC.1ST PROFESSIONAL ATHLETE TO BE SPONSORED BY NIKE WAS ILIE NASTASE.BY 1980 NIKE HAD REACHED A 50% MARKET SHARE IN THE U.S. ATHELETIC SHOE MARKET AND THE COMPANY WENT PUBLIC THAT YEAR.

to be continued……

Origin and history (continued)NIKE’S 1ST NATIONAL TELEVISION COMMERCIALS RAN IN OCTOBER 1982, DURING THE BROADCAST OF THE NEW YORK MAATHON.THE FAMOUS SLOGAN FOR NIKE… “JUST DO IT” WAS COINED IN 1988.

INDUSTRY DEFINED20,000 retail accounts throughout the U. S. using independent distributors and also has contracts with 110 other countries

Also has agreements with Internet companies and subsidiaries

Operates within the sports footwear and apparel market.

Originally designing and producing running shoes, their portfolio has broadened to include a wide range of sports and leisure wear. This is all endorsed by top sporting personalities

NIKE PRODUCTS AND TARGETTED CUSTOMERS

They design, develop, and market high quality active sports apparel, equipment, and accessory products

Nike distributes one new shoe style every single dayNike’s critical factors for success are maintaining current

standards, closer working relationships, and retaining customer loyalty by guaranteed standard of product

Their products are made for men, women, and children of all ages.

The company presently sells roughly 300 models of athletic shoes in 900 styles for 25 different sports.

Nike's target market for their shoes is males and females between 18 and 35 years old.

NIKE SPORTS GOODS

NIKE SHOES AND BAGS

NIKE ACCESSORIES AND APPARELS

NIKE’S COMPETITORS

NIKE IS FACING HYPERCOMPETITION FROM QUITE A FEW FIRMS BOTH DOMESTICALLY AND GLOBALLY.THE MAIN FIRMS ARE REEBOK, ADIDAS, FILA, PUMA, TAYLOR MADE, CONVERSE, NEW BALANCE, ETC.IN THE DOMESTIC MARKET (i.e. U.S.) NIKE IS THE INDUSTRY LEADER WITH

47% MARKET SHARE, FOLLOWED BY REEBOK, A

DISTANT 2ND WITH 16%

AND ADIDAS WITH 6%.NIKE IS THE LARGEST SELLER OF ATHLETIC FOOTWEAR AND APPAREL WORLDWIDE BY SALES.

THE GLOBAL MARKET SHARES OF ATHLETIC FOOTWEAR

VISION“TO BRING INSPIRATION AND

INNOVATION TO EVERY ATHLETE IN THE WORLD”

CORPORATE SOCIAL RESPONSIBILITYMANY OF NIKE’S MANUFACTURING PROCESSES NEGATIVELY CONTRIBUTE TO THE ENVIRONMENT.ITS EXPANDING INDUSTRY IS LEADING TO ACUTE WATER DEFICIT,CLIMATE CHANGE, POLLUTION, EXCESSIVE FUEL AND RAW MATERIALS CONSUMPTION.NIKE IS TRYING HARD TO COUNTERACT THESE DIFFICULTIES.CURRENTLY NIKE IS AMONG THE TP 3 CLIMATE-FRIENDLY COMPANIES.NIKE STARTED THE NIKE GRIND PROGRAM WHICH CLOSES THE PRODUCT LIFE-CYCLE.NIKE ALSO STARTED RE-USE-A-SHOE PROGRAM IN 1993 FOR RECYLCLING AND REUSING USED SHOES.THE MATERIAL THAT IS CREATED FROM RECYCLED SHOESS IS OFTEN USED TO CREATE SPORTS SURFACES LIKE BASKETBALL COURTS, RUNNING TRACKS, PLAYGROUNDS, ETC.

SWOT ANALYSIS OF NIKE,INCSTRENGTHS: 1) IT IS A HARD COMPETITOR.2) STRONG AT RESEARCH AND DEVELOPMENT.3) IT’S THE NO. 1 SPORTS BRAND IN THE WORLD.WEAKNESSES:4) LACK OF DIVERSIFIED RANGE OF SPORTS PRODUCTS.5) HEAVILY DEPENDENT UPON MARKET SHARE OF FOOTWEAR.6) RETAIL SECTOR IS VERY PRICE SENSITIVE.OPPORTUNITIES:7) IKE HAS ALSO BECOME A FASHION BRAND.8) THERE ARE MANY MARKETS LEFT UNEXPLORED ON INTERATIONAL BASIS.THREATS:9) COSTS AND MARGINS ARE NOT STABLE.10) COMPETITORS ARE DEVELOPING ALTERNATIVE BRANDS TO TAKE AWAY

NIKE’S MARKET SHARE.

NIKE SPONSORED TEAM JERSEYS

SPORTS PERSONALITIES SPONSORED BY NIKE

WEBSITETHE NIKEBIZ.COM AND NIKE.COM ARE THE WEBSITES OF NIKE. NIKE.COM IS RELATED TO DIFFERENT SPORTS MERCHANDISE.NIKEBIZ.COM IS THE OFFICIAL WEBSITE OF NIKE, INC.IT FEATURES COMPANY OVERVIEW, CAREER,INVESTORS, MEDIA, CSR, CUSTOMER SERVICE, CONTACT DETAILS,FAQS IN THE LEFT PART. IT ALSO CONTAINS DETAILED UPDATESS, TERMS OF USE AND PRIVACY POLICY, WHICH IS SAME AS THE NIKE.COM.STORE LOCATOR AND BLOG OPTIONS ARE ALSO THERE IN NIKE.COMSEARCH OPTION IS THERE IN BOTH THE SITES.