Mrkt Research

Topics: Marketing, Market, Advertising Pages: 23 (7100 words) Published: June 3, 2013
Internal
Internal
Positive
Positive
Negative
Negative

Strengths * High brand recognition “Just Do It” (nike, n.d.) Sumir * Reaching for new sport category Sumir * Using famous athletic person from any sports as a brand ambassador for their gear and promoting the products. Darshanbhai * Competitive global company, that is profitable and reliable. (global, n.d.) Darshanbhai * Brand Loyalty. Shaffy * Strong image, company’s reputation and core competency in innovation. (kotler) Shaffy * No Physical factories, able to manufacture product any for possible low cost when they see the need to do so. Theo * They offer their brand in many countries around the world. Theo * Nike is one of the largest brands and has popular brand name. Ehianeta * Nike has strong distribution channels. Ehianeta * Sustainability whilliam * Motivation Fitness tool (move, n.d.)William| Weaknesses * Negative perceived slogan “Get High” Sumir * Increasing shoe tech. Sumir * Lack of ability to predict the changes in market. Darshanabhai * Criticized about the workplace and working conditions of employees. Darshanbhai * High price for simple technology ($149+TAX for water resistance and for water proof its $199+TAX) (high price, n.d.)Shaffy * Syncs only with limited numbers of smart phone. Shaffy * Exploiting workers that work for chap in overseas countries. Theo * Criticisms of poor condition in work place and violent against workers. Theo * Workers are paid insufficient wages to meet their basic needs. (blog) Ehianeta * Nike depends strongly on its footwear. If Nike footwear has an internal downturn, they could collapse. * Limited range of uses. Whilliam * Low product awareness. (market, n.d.) Whilliam| Opportunities * Gay athlete endorsement. (Gay) Sumir * Increase in product line with the help of technology. Sumir * The Fuelband will bring in new customers that aren’t typically Nike lovers. Darshanbhai * Stepping in to the line of economy boosting projects that will encourage recycling. Darshanbhai * Nike runs a 31% growth of E-commerce (online sales, n.d.)Shaffy * Nike being strongest than other sportswear competitors. Shaffy * Reducing controversial over poor working condition and workers exploitation. Theo * Expansion to other countries where their brand is not known to create greater brand recognition. (Brand, n.d.) Theo * New sponsorships, always new people to sponsor in the Pro-Athlete world. These sponsors are usually successful ways to promote brand. Ehianeta * Expansion in to trendy/fashion industry where not just Athletes are targeted, but the general population. E.g. jewelry. Ehianeta * Joint venture with Phillips and Apple. (joint venture) Whilliam * Market leader in sports technology. Whilliam| Threats * Increasing competition. Sumir * Media attacking Nike. Sumir * Nike’s products prices higher than others sports were brands and demand for products getting larger. Darshanbhai * Maintaining the reputation of Eco-friendly. Darshanbhai * Other alternatives like adidas MI coach, jawbone up. (competitors, n.d.)shaffy * Technology change time to time. Shaffy * Available only for apple ios system, don’t have any android app. (nike band)shaffy * Currency value fluctuation in the international market. (currency) Theo * Competition from aggressive competitors who are high quality products, and could cause reduction in the profit of NIKE. Theo * Being a global brand Nike see Changes in their fiscal reports. Ehianeta * Some smart phones application works same on phone as Nike fuelband. And those applications are free. (apple app, n.d.)Whilliam * Negative consumers review. (review)Whilliam| External

External

Works Cited
apple app. (n.d.). Retrieved from http://runkeeper.com/running-app?appsFlyerMediaSource=&appsFlyerCampaign= (n.d.). blog. Retrieved from http://www.globalexchange.org/search/node/nike Brand. (n.d.). Retrieved...

Bibliography: Sirc. Sirc. n.d. 2013 Feb 06 <http://sirc.ca/CSPRenewal/documents/Eng/General%20-%20EScan%20SportinCanada%20Final%20EN.pdf>.
Squidoo. Nike fuel Band Reviews. n.d. 2013 Feb 06 <http://www.squidoo.com/nike-fuel-band-reviews>.
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