Nike Strategic Analysis

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Introduction

Every box of Nike shoes states, "engineered and built to the exact specifications for championship athletes around the world." Nike has become the measuring stick in the world of merchandising and endorsing. Top athletes around the world are often seen with a famous Nike swoosh on their shoes. It is not uncommon to see some form of Nike product everywhere you look.
It all begins with Phil Knight, a competitive runner, who incorporated Blue Ribbon Sports in Oregon in 1968. Blue Ribbon Sports was the first to receive the "swoosh" logo, but changed its name to Nike in 1978. Nike means "the goddess of victory," which is exactly what the company has had since its creation. The "swoosh" logo is automatically associated with the company name by just about anyone in the world. The meaning for Nike has lived up to the company 's expectations.
Now, NIKE is the world 's number one shoe company and controls more than 40% of the athletic shoe market.
The company designs and sells shoes for just about every sport, including baseball, volleyball, cheerleading, and wrestling. Nike doesn 't only sell athletic shoes, but a wide variety of sporting goods and clothing; they design, develop, and market high quality active sports apparel, equipment, and accessory products. Their huge lines of products are designed for just about every sport in existence. Their products are made for men, women, and children of all ages. In addition, it operates NIKETOWN shoe and sportswear stores and is opening JORDAN in-store outlets in urban markets. NIKE sells its products to about 19,000 US accounts, in about 140 other countries, and online. Chairman, CEO, and co-founder Phil Knight owns about 36% of the firm.
Nike currently contracts with 25 factories in 8 countries in Central & South America - 22 apparel and 3 footwear factories. The contract factories employ more than 23,000 workers, approximately 70% are women and 30% are men. Honduras was the first country where Nike

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