Nike Strategy

Nike is considered to be a leading athletic footwear manufacturer, which makes up over 30 percent and 50 percent of global and US market share respectively. In order to reach customers’ demands and get profits, Nike has executed/implemented a number of marketing strategies. This essay will examine Nike’s key strategies from1962 to 2009. The most essential marketing strategy called “Pyramid of influence” was expressed by Product, Place and Promotion strategies throughout targeting on athletes, sportsmen and sports loving consumers.

Nike is the leading and yet renowned supplier of athletic apparel and shoes. The company controls close to 33% of the global athletic shoe market (Dogiamis & Vijayashanker,2009).Nike was founded by Bill Power and Phil Knight in 1962 as a Blue Ribbon Support and then was later on renamed to Nike in the year 1968 (Patrow,2003).The company supplies very high quality product in close to 100 countries with major markets being located in the U.S,U,K, Asia Pacific as well as in the Americas. The company has managed to attain its lead and legendary position via the application of innovative and yet attractive product design which is backed by quality production as well as well crafted marketing strategies.

Nike has totally changed the sports footwear and sportswear market. Nike's huge selection of merchandise consists of specialized workout equipment, footwear, clothing, accessories and sports components. Nike is among the world's biggest brands and a leader in the sportswear industry because of their advertising, innovative products and sponsorship of top teams and

Their partners with major athletes like, Michael Jordan and Kobe Bryant, and their recognition of upcoming trends has helped push them to the top of the athletic wear game. Nike deals with the design, development, manufacturing, and distribution of athletic footwear, apparel, and accessories. Nike has become a staple in every American household and most households

As the brand name of Nike continue to soar, other companies in the industry; learning from the success Nike has experienced, start focusing more on brand development to keep up with the increasing levels of competition. These companies resort to brand maintenance, which has become the main target in this industry due to product differentiation made by Nike. Nike, being market-advantaged, produces an extensive range of products, through which it gains a balanced level of profits. This has influenced rival companies to initiate a new range of products in their businesses too. Previously these companies had high risks of failing in business, if their single products did not appeal to the market. Due to the impact of Nike’s business strategy, the other companies are also enlarging their product range,

Around the world, people of all cultures are increasing their participation in fitness activities. All are motivated by the common desire for athletic and personal excellence. Nike, a simple sneaker company to many newspaper readers is transforming into an international consumer products company. The payoff from overcoming all these challenges can be seen in our 1991 international growth of 80 percent to $862 million in revenues. Nike is the famous franchises in the world that sells sportwear for all ages.nike is also one of the major manufacturers of sport equipment but it is the most famous for their athletic shoes and apparel.

Nike is one of the most well-known companies in the world that offers different products like clothing, equipment, footwear and accessories. Internationally, Nike not only has the lead in athletic products such as running shoes, sandals, casual shoes and basketball shoes among others, but also it is ahead of its competitors with their line of athletic clothing like pants, shirts and shorts for everyday wear. Apart from this, Nike is also tries its best to make clothing with special fabric that contributes to the welfare of the athlete when using it, the highly specialized technology put in these clothes have helped Nike to be the number one sponsor of important sports around the world.

Nike produces all-inclusive sporting goods, such as clothing, footwear, and sports equipment etc. Nike has always made it its honorable task to inspire every athlete in the world and contribute the best sports products for them.

Nike’s main strategy revolves around product branding. Their brand compromises of a swoosh logo which is accompanied by a message of “just do it”. The logo was imprinted on all of their products with the message developed to express the individuality of their target group. The branding was further promoted by Nike’s relentless approach on the quality of their product as demonstrated when considering overseas business opportunities, quality must not be compromised in order to do so. This ensures consumer satisfaction and loyalty towards Nike.

They targeted a narrow niche market where the buyer’s needs were completely different from the rest of the market. They offered their products to selected group of people who could afford this premium price. These products which Nike created were specifically for athletes and sport players. However in today’s market Nikes approached moved away from only the sports and athlete market. Nike has adopted a varied market segment approach but still achieving uniqueness over its competitors. The new product line of Nike caters for all market segments and places strong emphasis on differentiated features. This new strategy continues to stay ahead of its competitors as it constantly stresses on innovation and improving. Nike also relies heavily on their brand which Is seen as a brand of high quality and value for

Since being founded in 1962, Nike has grown from a small fledgling shoe retailer into a world-wide corporate giant. During its first year, sales for Nike were $8000, but as of November 30th, annual sales for Nike were over 12 billion dollars. (hoover) Although Nike already dominates the sporting world, there are many opportunities for growth. According to our research, key strategic challenges facing Nike are increased competition from Adidas with their technological shoe, the Adidas One, and a potentially fatal inability to enter a new growth market such as the extreme sports market. Our recommendations to help Nike confront these challenges consist of developing a product to remain competitive with Adidas, and also an aggressive

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serious, high performance, American brand capitalizing on the nature of basketball as a tough game that is most popular in the states. From the other side this association, in addition to the personification of the brand, it increased the brand awareness. Nike communicated this association through their TV ads that was a hit at their time in the states like the Jordan air ad that caught fire and increased their sales dramatically. In addition, one of the most important sources of Nike brand equity is the high perceived quality of the brand not only among athletes but also between the public. Although most of their market was the public that used their shoes just for

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

The Nike Corporation has branched out worldwide. Nike can be found in Europe, Middle East, and Africa (EMEA) region, the Asia Pacific region, and also the Americas region (North and South America excluding the United States). The home of Nike is primarily in the Pacific