Strategic Marketing

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Discuss Nike’s new product portfolio and strategic brand management strategies. Indicate any recommended changes. The company was founded in 1964 as Blue Ribbon Sports by Bill Bowerman and Philip Knight, and officially became Nike Inc. in 1978. It started as a US based shoe distributer and has grown to become one of the largest sellers of athletic footwear, athletic apparel, equipment in the world. The company creates designs for men, women and children. Its top selling product category includes running, basketball, children’s, cross-training and women’s shoes. It also designs shoes for outdoor activities like tennis, golf, soccer, baseball, football, bicycling, volleyball, wrestling, cheerleading, aquatic activities, hiking, and other athletic and recreational uses. Nike uses its management team to manage brands such as Cole Haan which designs and distributes dress and casual footwear, apparel, and accessories for men and women; Converse Inc., offers a diverse portfolio including premium lifestyle men’s and women’s footwear and apparel; Hurley International LLC., designs and distributes a line of action sports apparel for surfing, skateboarding and snowboarding, and youth lifestyle apparel and footwear; Nike Golf, designs and markets golf equipment, apparel, balls, footwear, bags and accessories worldwide; Umbro. Ltd., designs distributes and licenses athletic and casual footwear, apparel and equipment, primarily for the sport of football (soccer). All of Nike’s footwear is manufactured outside the United States in the factories of China, Vietnam, Indonesia, and Thailand and account for 98 percent of total Nike brand footwear in 2009. Nike’s first major innovation in almost a decade came from an idea that Bowerman drew from his wife’s waffle iron which was an outsole that had waffle-type nubs for traction but were higher than traditional training shoes. Nike’s strategy was smart and impactful. Knight did not advertise his products, he rather signed...
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