Marketing Management - Nike Case Study
Marketing Plan for NIKE
MM 522 – Keller Gratudate School of Management
Executive Summary
NIKE, Inc. (NIKE, NASD: NKE) was founded in 1972 by Bill Bowerman and Phil Knight as a partnership under the name, Blue Ribbon Sports. Back then, the modest goal was to distribute low-cost, high-quality Japanese athletic shoes to American consumers in an attempt to break Germany's domination of the domestic industry. Today in 2012, NIKE not only manufactures and distributes athletic shoes at every marketable price point to a global market, but over 40% of sales come from athletic apparel, sports equipment, and subsidiary ventures.
NIKE maintains traditional and non-traditional distribution channels in more than 100 countries targeting its primary market regions: United States, Europe, Asia Pacific, and the Americas (not including the United States). NIKE utilizes over 20,000 retailers, NIKE factory stores, NIKE stores, NikeTowns, Cole Haan stores, and internet-based websites to sell various sports and leisure products. They dominate sales in the athletic footwear industry with a 33% global market share. They have also been able to attain this premier position through "quality production, innovative products, and aggressive marketing." (NIKE 2012) NIKE is now ready to take it to the next level.
Over the decades, NIKE has positioned themselves with optional strengths and opportunities, enabling them to enter new market ventures. NIKE has solid brand equity, economies of scale, aggressive marking strategies, and the existing infrastructure to manufacture and
MM 522 – Keller Gratudate School of Management
Executive Summary
NIKE, Inc. (NIKE, NASD: NKE) was founded in 1972 by Bill Bowerman and Phil Knight as a partnership under the name, Blue Ribbon Sports. Back then, the modest goal was to distribute low-cost, high-quality Japanese athletic shoes to American consumers in an attempt to break Germany's domination of the domestic industry. Today in 2012, NIKE not only manufactures and distributes athletic shoes at every marketable price point to a global market, but over 40% of sales come from athletic apparel, sports equipment, and subsidiary ventures.
NIKE maintains traditional and non-traditional distribution channels in more than 100 countries targeting its primary market regions: United States, Europe, Asia Pacific, and the Americas (not including the United States). NIKE utilizes over 20,000 retailers, NIKE factory stores, NIKE stores, NikeTowns, Cole Haan stores, and internet-based websites to sell various sports and leisure products. They dominate sales in the athletic footwear industry with a 33% global market share. They have also been able to attain this premier position through "quality production, innovative products, and aggressive marketing." (NIKE 2012) NIKE is now ready to take it to the next level.
Over the decades, NIKE has positioned themselves with optional strengths and opportunities, enabling them to enter new market ventures. NIKE has solid brand equity, economies of scale, aggressive marking strategies, and the existing infrastructure to manufacture and
References: NIKE, Inc. official website. (2012). Using Web Sources in Writing. Retrieved from http://help-us.NIKE.com/app/answers/detail/a_id/113/~/what-is-NIKE 's-mission-statement%3F Cendrowski S., (2012, February 13) Tyler, J., (2011). Using Web Sources in Writing. Retrieved from http://www.articlesnatch.com/Article/NIKE-s-Core-Values-And-Business/1287651 Google Finance, (2012, July 29) http://www.google.com/finance?q=NIKE# Robertson, L., (2012, March 19) Online Extra. (2004, September 19). Nike’s New Game Plan for Sweatshops. Bloomberg BusinessWeek Magazine. Using Web Sources in Writing. Retrieved from: Using Web Sources in Writing. Retrieved from: Bartash, J., (2012, August 2) Landi, H., (2012, November 20). The Rise of glacéau. Beverage World 126.4 2007, 22-26. Business Source Complete. EBSCO. Red bull GmbH SWOT Analysis NIKE Canada (2007). Where did the words “Nike” and “Swoosh” come from? Using Web Sources in Writing. Retrieved from: http://nikecacs.custhelp.com/app/answers/detail/a_id/4075/~/origin-of-the-word-nike-and-swoosh Rankings per brand