Nike

David Paterson

Supawaree Patravanich

Solidah Sath

History:

• Began in 1964 as Blue Ribbon Sports.

• In 1972, a new kind of shoe was introduced

entitled Nike.

• In 1979, held patent on „Air‟ type of cushioning

for soles of shoes.

• Went public in 1979 on NYSE.

• Blue Ribbon Sports merged into Nike, creating

Nike, Inc.

• Been operating Nike Factory Stores since 1984.

• First Niketown opened in Portland, Or in 1990.

Overview of Company:

• Was founded by

Bill Bowerman and

Phil Knight.

• Employs 29,000

worldwide in

27 countries.

• Owns over 200 Nike

factory stores.

• Operates facilities in

Oregon, Tennessee,

North Carolina, and

the Netherlands.

Mission Statement:

“To bring inspiration and innovation to every athlete* in the world.”

* “If you have a body, you are an athlete.”

– Bill Bowerman(co-founder of Nike)

Awards:

• Nike has received numerous awards recently.

• Recognized by Fortune magazine

• Nike ranked # 1 in the „Companies in a Class of their Own‟ list for use of organic cotton and re-use a shoe campaign.

Growth:

• Company has been market leader

for many years.

• Forecasts revenues of $23 billion by

2011.

• Adidas has tried to close gap.

Competitors:

Target Market:

• Any athletes who…

– Love sports

– Seek…

• Quality

• Performance

• style

Products:

• Footwear

Products:

• Apparel

Products:

• Equipment

Products:

• Accessories

Products:

• Sport lines

– Action Sports

– Baseball

– Basketball

– Cardio

– Cycling

– Fitness Dance

– Football

– Golf

– Lacrosse

– Running

– Soccer

– Swim

– Tennis

– Training

– Yoga

Products:

• College licensed gears

Products:

• Choose material and color

• Personalize symbol or ID

• Available within 4 weeks of order

• Premium prices

Products:

• Enhance running experience

– Pick workout and custom playlist

– Run with real-time feedback

– Sync and track progress

Price:

• Better Wholesale Price Zone – Women‟s footwear

collection range between $90-200

• High quality and a certain level of performance

• Extensive R&D and rigorous tests to ensure high quality

Promotion:

• Nike Swoosh

• “The Second Coming”

• Employ Celebrities

and well known Athletes

Place:

• Combination of Direct and Extended Marketing Channels – Lead time is crucial

– Eliminate the unnecessary middle men

• Mass Distribution Channel

• Can be found in large department stores, online sites, and even in major athletic catalogs

Store Layout and Design:

• Variation of free-flow and loop

layout

• E.g. NikeTown Seattle Floor Plan

Store Layout and Design:

• Modern/sporty interior design

Store Layout and Design:

• Modern/sporty interior design

• Active music

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References:

Hincker's Homepage . Retrieved February 21, 2007, from Nike and the American Body Web site: http://xroads.virginia.edu/ ~CLASS/am483_97/projects/hincker/nike.html

(2007). Nike Site. Retrieved February 21, 2007, from Nike.com Web site: http://www.nike.com/index.jhtml#l=nikehome&re=US&co=US&la=EN

(2007). Product Technology. Retrieved February 21, 2007, from Nikebiz: The inside story Web site: http://www.nike.com/ nikebiz/nikebiz.jhtml?page=6&item=research

(2004). Evolution of Marketing Strategy. Retrieved February 21, 2007, from Nike Web site: http://www.icmr.icfai.org/ casestudies/catalogue /Marketing1/MKTA018.htm

Enderle, Hirsch, Micka, Saving, Shah, Szerwinski, (2000, March, 14). Strategic Analysis of Nike, Inc.. Retrieved February 21, 2007, from http://condor.depaul.edu/~aalmaney/StrategicAnalysisofNike.htm

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