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…show more content…
- New Competitors: Nautica, Tommy Hilfiger - Fashions shoe brands: Vans and Skerchers Opportunities 1) New Technology for products development and production. 2) Emerging markets such as China and India, Mexico, and South Africa 3) New trends for products such as boots and sandals. 4) Global marketing events that can be utilized to support the brand such as the Soccer World Cup and The Olympics Games 5) Increase of the female consumer market. Threats 1) Buys and sells in different currencies and so costs and margins are not stable over long periods of time. 2) Fierce competition both domestically and internationally 3) Increased European competition and US competition. 4) The retail sector is becoming price competitive namely with Internet 5) Change in the young consumer to sandals and boots 6) High inflation and unemployment in Asia and Pacific Rim, Latin America, and Russia 7) Competition from ex-manufacturing which are becoming more developed (Taiwan, South Korea) 8) Import and export regulations. 9) Fluctuation of foreign currency and interest rate 10) Products have short-life cycles, and success depends on the fact that what is flashy and "hot" will sell External Factor Evaluation Matrix (EFE) Opportunities Weight Ratings Weighted Score New Technology for products development and production. 0.05 2 0.10 Emerging markets such as China and

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