Nike Company Analysis

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Nike Inc. International Strategic Marketing 8 Prepared for: 22-03-2009 Prepared by: Table of contents Case summary 3 Analysis Growth strategy 4 Competitor Analysis 6 SWOT analysis 8 Five forces model 9 Nike Case Summary Nike is a major publicly traded sportswear and equipment supplier based in the United States. It is the world 's leading supplier of athletic shoes and apparel, and a major manufacturer of sports equipment. They have a market share in the United States exceeding 40%. Nike also distributes its products outside the US. In 140 countries, Nike sells products through independent retailers , distributors etc. In the ever changing markets, Nike…show more content…
Nike is competing in the market with Adidas, Reebok, New Balance and many other brands. [pic] Growth Strategy Nike operates in several market segments. Within these segments Nike is always looking for ways to grow. Nike is an international company that makes sure they can sell their products in the best possible way. That is why Nike today has several different retail possibilities such as Nike factory outlets, Nike stores and others. In April 2002 Nike acquired the Hurley International and gained access to the market segment for surfing, skateboarding and other youth lifestyle extreme sports. Nike was already selling different products under brand names such as Bauer. But still Nike’s core business was athletic running shoes. But growth in sales in 2003 was not very large. Only the women tennis casual footwear was experiencing significant growth. But this was due to the fact that the casual lifestyle segment was gaining popularity at that moment. So Nike decided to shift some of its main focus to other markets in the casual market. The casual market is the market with the most potential growth according to analysts, but weak growth in equipment (basketball , running etc). The growth in the casual market takes place in the non-performance segment. Thus Nike has to adapt to the fact that Nike can also be seen as a
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