Case Study Nike

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Introduction

Nike is an American multinational company created by Phil Knight (chairman) and Mark Parker (CEO). Thanks to its 44,000 employees who make the company works for more than 30 years, with more than 500,000 different products, each with its own environmental and social footprint, Nike has grown at an exponential rate, until being recognized as the international leader of sportswear market. It has now more than 900 contract factories with more than 1 million workers and it generates $7 Billion in revenues. With almost 700 independent shops settled in more than 160 countries, Nike is today known and deemed all over the world, whatever the standard of living of the population. Analysing the strategy of the brand and the context in which it evolves, we will try to explain how it is able to keep its status for several years?

History

Nike, originally known as Blue Ribbon Sports, was founded by the athlete Philip Knight and his coach Bill Bowerman in January 1964. The company initially operated as a distributor for Japanese shoe maker Onitsuka Tiger,

Nike’s Swoosh design logo was created by a graphic design student Carolyn Davidson for only $35 in June 1971 .In 1978, BRS, officially renamed itself to Nike. By 1980, Nike had reached a 50% market share in the United States athletic shoe market, and the company went public in December. It was agency co-founder Dan Wieden who coined the now-famous slogan "Just Do It" for a 1988 Nike ad campaign

Throughout the 1980s, Nike expanded its product line to include many other sports and regions throughout the world. In 1984, Nike signs the basketball megastar Michael Jordan. The first model of his signature shoe, the Air Jordan, was launched in 1985. In 1989, Nike became the leader of the sportswear market. At the turn of the new millennium, Nike continues to grow. It buys subsidiaries including Cole-Haan, Umbro, Converses and Hurley

Today, Nike has almost 700 independent shops settled in more than 160 countries and many partnerships with well-known athletes such as Tiger Woods or Raphael Nadal and Nike remains one of the largest and most successful companies operating in the world.

Concept

“Our mission is to bring inspiration and innovation to every athlete in the world.”

Nike’s concept is very simple, it is based on 3 important points: high quality, permanent innovation and designed for mass market.

Nike is well known for its high-quality products. Nike uses durable materials that achieve a great quality product so that it can be worn for a long time. And as proof of quality many famous athletes are representing the brand. Nike is strong at research and development, as is evidenced by its evolving and innovative product range. It is said that Nike really knows every body's need, so that Nike shoes are specially designed with all the features that you may be in need of. In 2012, Nike has launched many products with high innovating concept such as Nike + fuel band and outfits almost entirely made with recycled plastic bottle.

Nike’s products are made for pros but also for casual users. It is stylish design and no matter witch type of product you are searching for American football, baseball, tennis, football, lacrosse, basketball and cricket, there must be one pair that is sure to fit you style

Brand strategy

To be so successful Nike uses many different marketing strategies. First of all they bet on their very large target consumer, indeed it is targeting athletes and sportswear consumers. It has a specific category for every sport, which offers a very high quality such as Nike tennis, Nike rugby, and Nike basketball.

The diversity of their products is also a key point to their success; Nike has more than 500,000 different products, each with its own environmental and social footprint.

Nike’s promotion strategy is very effective. Nike is sponsoring a lot of...
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