Nike Report

13324 WordsDec 31, 201254 Pages
Executive Summary Introduction This report will discuss in detail, the athletic footwear industry, and all aspects of its operations. It will focus on Nike, the industry’s leader, and a selected few of its competitors; Adidas-Salomon and Reebok, Sketchers, and K-Swiss. A brief overview of Nike and its competitor’s company profiles, brand portfolios, and current developments will provide an understanding that leads to an analysis of the external environment. This analysis further discusses the geographic distribution, general environment, industry environment using Porter’s Analysis, Nike’s competitor analysis, its dominant economic characteristics, driving forces, and key success factors. This report will then discuss the…show more content…
Nike Inc. (NYSE; NKE) Nike Inc. was established in 1968. Nike manufactures athletic products that range from footwear, apparel, equipment, and accessories. Nike is known by its logo “swoosh” and motto “Just do it”, which are both displayed on all of its products and tag lines. Nike has achieved great success over the years by establishing consistent brand awareness in consumers’ minds through advanced marketing and advertising techniques. Nike is also seen as the leader in the athletic footwear industry due to its use of major celebrity endorsements. Nike acquired athletic and celebrity endorsements from Tiger Woods, Michael Jordan, Venus and Serena Williams, Lance Armstrong, and many others. Nike continues to be the Industry’s leader through many strong acquisitions over the years. In April of 2002, Nike acquired Hurley International, action sports apparel distributor and in 2003, it acquired one of its competitors, Converse. Headquartered in Beaverton, Oregon, Nike currently operates in more than 160 countries, employing more than 30,000 individuals around the world. Nike’s is diversity and inclusion. Nike believes that “diversity helps drive success”. Nike’s current VP of Global Diversity and Inclusion states that Diversity and Inclusion is fundamental to Nike’s performance. It’s what makes us better. It’s what makes us smarter. It helps our business grow and helps us connect with consumers

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