Nike
Marketing Plan
By:
Marketing Management MM522
March 2004
Outline
I. Executive Summary
II. Table of Contents
III. Company History
IV. Marcoenvironment
a. Demographic
b. Economic
c. Social
d. Political
e. Technological
f. Ecological
V. Competitive Advantage
a. Industry Environment
b. Operating Environment
VI. Four P's of Marketing
a. Product
b. Place
c. Promotion
d. Price
VII. Core Competencies
a. Strengths
b. Weaknesses
c. Opportunities
d. Threats
VIII. Business Life Cycle
IX. Marketing Goals
X. Strategies and Implementation
XI. Conclusions and Recommendations
Executive Summary
Nike is a worldwide powerhouse in the athletic shoe and apparel industry. Nike's short, but yet effective mission
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The Tiger executives liked what they heard and Knight placed his first order for Tigers soon thereafter.
By 1964, Knight had sold $8,000 worth of Tigers and was steadily increasing his sales. Coach Bowerman and Knight worked together, but ended up hiring a full-time salesman, Jeff Johnson. After cresting $1 million in sales and riding the wave of the success, Knight paid Caralyn Davidson to design a logo that Knight could use on the side of a shoe. She handed him "the swoosh", and he handed her $35.
In 1971 Johnson made his most enduring contribution to the company. While sleeping, he dreams of Nike, the Greek goddess of victory, giving the company its new name. By the late 70's Nike was enjoying the success of the advent of the "waffle trainer" and escalated from $10 million to $270 million in sales. Nike began treading new ground within the matrix of the fitness revolution. The idea of exercise and game-playing ceased to be something the average American did for fun, instead Americans turned to working out as a cultural signifier of status. The circumstances surrounding the shift are not as simple as the wave of success Nike was riding during the era.
If Nike didn't start the fitness revolution, Knight says, "We were at least right there. And we sure rode it for one hell of a ride" (Katz, 66). The 80s and 90s would yield greater and greater profits as Nike began to assume the appearance of athletic juggernaut, rather
1964 marked the creation of “Nike” which at first was called “Blue Ribbon sports”. Nike was created by Phil Knight and Bill
In a sense, this can be compared to the way in which Robber Barons before Knight saw opportunities in the market, and quickly jumped on them in order to maximize their profit, and push competitors to the wayside. Furthermore, Knight did not simply stop with signing the “most visible” athletes, in order to steadily push his competition further out of the way he went on to sign entire teams, “He signed not just individual stars, but entire colleges. These schools, famous for their sports teams, promised to use Nike equipment nearly exclusively in return for large sums of money” (65). Knights’ tactics in “steamrolling” the competition are comparable to the way Rockefeller formed Standard Oil which put other such companies out of
This campaign incited the attention of the now former Bobcat’s owners Michael Jordan and management. The Charlotte Bobcat’s paid Ten million dollars to buy the Hornet’s name back. Therefore, the retro effect became dominant in soft good sales.
Everyday, billions of people look down at their feet and squeeze them into a pair of shoes. For probably most of those people in America, when they look down at their feet, they see a shoe with a swoosh on it. This swoosh belongs to no other than one of the most popular sneaker companies, Nike. I decided to look further into this popular shoe company's success. It turns out Nike isn't even one of the oldest shoe companies, but it is less than 60 years old. Nike had to figure out how to become better than just an ordinary sneaker company.
<br>In 1958, Phil Knight, a business major a the University of Oregon, and a miler on the track team, shared with his coach, Bill Bowerman, a dissatisfaction with the clumsiness of American running shoes. They formed a company in 1964 to market a lighter and more comfortable shoe designed by Bowerman. In 1968, this company became NIKE, Inc.--- named for the Greek goddess of Victory. At first, Knight and Bowerman sold their shoes in person, at track meets across the Western US. Their company thrived through a classic combination of entrepreneurship and innovation. Bowerman 's most memorable technical breakthrough was the optimal traction of the waffle soles he invented by shaping rubber in the waffle iron in his kitchen (1972). Other essential innovations were the
The company has launched the Nike products, which embody a love of sport, discipline, ambition, practice, and other athletic traits.
Nike is one the leading shoe and athletic clothing company in the United States and probably one of the largest in the world. In 1993, Nike's yearly revenue became as large as the NBA, NFL,
Nike, Inc. has been the world’s leading innovator and provider in athletic footwear, apparel, equipment and accessories for 50 years. Their mission has been to bring inspiration and innovation to every athlete in the world; if you have a body, you are an athlete. Arguably one of the most innovative companies in the world, Nike has built its brand into an iconic world-class powerhouse that continues to dominate the market with no signs of slowing up. Nike’s marketing and advertising have been breakthrough, aspirational, and legendary over the years, featuring high-profile athletes and heroes.
Phil Knight and his track-and-field coach Bill Bowerman found one of the world’s well-known sports brand, Nike in 1964. With the beginning of Nike first “office” being the laundry room of Knight’s family home it has now become the biggest sports and fitness company in the world with international recognition. The vision statement of Nike as an organization was to think ahead in the long term and not to simply focus and be content with the present as described by Tom Clarke, chief executive of Nike.
Phil Knight and his track coach Bill Bowerman founded Blue Ribbon Sports in 1964. The company started as being a distributor of Onituska Tiger athletic shoes which were imported from Japan. In 1971 they broke away from Onituska and created their own of shoes. The company was renamed, Nike. It became the largest worldwide seller of athletic shoes. They branched out and created various products lines; shoes, clothing, sporting goods and digital devices. They used celebrities to promote their products. The first athlete to wear and promote their show was runner Steve Prefontaine. Their now well know swoosh was first seen in the 1972 US Track and Field Trials. Every basketball player in high school wanted a pair of Michael Jordan’s,
In 1963 Phil Knight went to Japan and had a meeting with a running shoe manufacturing company called Tiger. He
Unfortunately, the same factor that contributed to Nike’s exponential growth (low-cost labor and production) also contributed to hurting Nike’s public image as a leader in “athleticism, health and fitness, and innovative marketing and design” (Locke, 2002). Nike was criticized for unethical practices by their subcontractors, which included underpaid workers, poor working conditions, child labor, and abuse (Locke, 2002).
Nike Inc. is a very successful publicly traded sportswear and equipment company based in the United States. Nike is a multi-national and Fortune 500 company. It has reached achievements in their innovation in products that Nike has become one of the most recognized companies today and companies dream to have what Nike has created. The main headquarters for the company is in the Portland metropolitan area near Beaverton, Oregon. Nike leads the world in supplying athletic apparel and shoes. Nike shows how devoted they are in the satisfaction of their customer’s needs that it shines upon their mission statement and encompasses their vision. Nike ensures to go far and beyond expectations so that their customers receive quality products and services. Nike was founded in 1964 as Blue Ribbon Sports, but goes back to the 1950’s, and with their extensive history it only adds up to its impressive reputation in the Sports industry.
Mythology to society is just ancient past, but essentially it’s not. It’s thriving and very alive. Take a trip to your local mall and check the footwear department of any sporting store and there you’ll find the goddess. The name Nike characterizes the goddess who exemplified victory on the battlefield. In retrospect, if persons were asked the name Nike, Greek mythology is least expected to arise. The name Nike is now renowned as the most iconic brands around the globe. Though, not many people know the story it all began selling shoes from the trunk of a car. The crazy idea that emanated from Phil Knight that grew to become the global phenomenon today. This study will give insight into the creation, growth, and evolution of Nike.
Nike is one of the biggest footwear and apparel manufacturing companies in the word. The company came into existence in 1964 by Bill Boweman and Phil Knight and named it as the Blue Ribbon Sports. The company changed the name to Nike, which is Greek word meaning victory, in 1972 after producing a good brand of shoes that became popular among the athletes (NIKE, Inc., 2001). Since then, the company has been successful, dominating the world market of athletic shoes. The company’s products are sold in more than 170 countries across the world. The company also sponsors various sports events at national and international levels. The company slogan “just do it” is catchy and attract many people tom