Segmentation Targetting and Positioning of Nike

Topics: Nike, Inc., Marketing, Athletic shoe Pages: 8 (2272 words) Published: November 25, 2012
Nike, Inc .is a major publicly traded sportswear and equipment supplier based in the United States. The company is headquartered in the Portland metropolitan area of Oregon, near Beaverton. It is the world's leading supplier of athletic shoes and apparel and a major manufacturer of sports equipment with revenue in excess of US$24.1 billion in its fiscal year 2012 (Ending May 2012).Nike and Precision Cast parts are the only Fortune 500 companies headquartered in the state of Oregon. The company was founded in 1962 as Blue Ribbon Sports by Bill Bower man and Philip Knight, and officially became Nike, Inc. in 1978. The company takes its name from Nike, the Greek goddess of victory. Nike markets its products under its own brand as well as Nike Golf, Nike Pro, Nike+, Air Jordan, Nike Skateboarding, Team Starter, and subsidiaries including Cole Haan, Hurley International, Umbro and Converse. Nike also owned Bauer Hockey (later renamed Nike Bauer) between 1995 and 2008. In addition to manufacturing sportswear and equipment, the company operates retail stores under the name Nike town. Nike sponsors many high profile athletes and sports teams around the world, with the highly recognized trademarks of "Just do it" and the Swoosh logo. Its designs, develops, markets and sells high quality footwear, apparel, and equipment and accessory products. Its athletic footwear products are designed primarily for specific athletic use, although a large percentage of the products are worn for casual or leisure purposes. The company sells footwear in the categories of running, training, basketball, soccer, sport-inspired casual shoes, and kid's shoes. It markets footwear designs for baseball, cheerleading, football, golf, lacrosse, outdoor activities, skateboarding, tennis, volleyball, walking, wrestling, and other athletic and recreational uses. NIKE sells a line of performance equipment under the NIKE Brand name, including bags, socks, sport balls, eyewear, timepieces, electronic devices, bats, gloves, protective equipment, golf clubs, and other equipment designed for sports activities. It also sells small amounts of various plastic products to other manufacturers through its wholly-owned subsidiary, NIKE IHM, Inc. The company's reportable operating segments are based on its internal geographic organization. Its each NIKE Brand geography operates predominantly in one industry: the design, development, marketing and selling of athletic footwear, apparel, and equipment. Its reportable operating segments for the NIKE Brand are: North America, Western Europe, Central & Eastern Europe, Greater China, Japan, and Emerging Markets. The company's NIKE Brand Direct to Consumer operations are managed within each geographic segment. Its other business is primarily comprised of its wholly-owned affiliates which include Cole Haan, Converse, Inc., Hurley International, LLC, NIKE Golf, and Umbro, Ltd. Cole Haan designs, markets and distributes luxury shoes, handbags, coats dress, casual footwear, apparel and accessories for men and women. Converse designs, markets and distributes athletic and casual footwear, apparel and accessories. Hurley International designs, markets and distributes action sports and youth lifestyle footwear, apparel and accessories. Nike Golf designs and markets golf equipment, apparel, balls, footwear, bags and accessories. Umbro International designs, distributes and licenses athletic and casual footwear, apparel and equipment, primarily for the sport of football. AT PRESENT IN NIKE

* Key People:-
Chairman Phill Knight President & CEO Mark Parker * Revenue US$24.128 billion (FY 2012)
* Operating Income US$3.040 billion (FY 2012)
* Net Income US$2.223 billion (FY 2012)
* Employees 440000 (2012)
NIKE has been present in India from 1996 and...
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • segmentation, targetting and positioning Essay
  • Ppt on Targetting Segmentation and Positioning Essay
  • Segmentation & Positioning Essay
  • Market Segmentation and Positioning of Offering Essay
  • stp segmentation targeting positioning Essay
  • Market segmentation of the Nike company Essay
  • Segmentation, Targeting, and Positioning: An Introduction Essay
  • Nike Positioning Essay

Become a StudyMode Member

Sign Up - It's Free