Nike

David Paterson Supawaree Patravanich

Solidah Sath

History:• Began in 1964 as Blue Ribbon Sports.• In 1972, a new kind of shoe was

introduced entitled Nike.• In 1979, held patent on ‘Air’ type of

cushioning for soles of shoes.• Went public in 1979 on NYSE.• Blue Ribbon Sports merged into Nike,

creating Nike, Inc. • Been operating Nike Factory Stores

since 1984.• First Niketown opened in Portland, Or in

1990.

Overview of Company:

• Was founded byBill Bowerman and Phil Knight.

• Employs 29,000 worldwide in27 countries.

• Owns over 200 Nike factory stores.

• Operates facilities in Oregon, Tennessee, North Carolina, and the Netherlands.

Mission Statement:

“To bring inspiration and innovation to every athlete* in

the world.”

* “If you have a body, you are an athlete.”

– Bill Bowerman(co-founder of Nike)

Awards:• Nike has received numerous awards

recently.• Recognized by Fortune magazine• Nike ranked # 1 in the ‘Companies in

a Class of their Own’ list for use of organic cotton and re-use a shoe campaign.

Growth:

• Company has been market leader for many years.

• Forecasts revenues of $23 billion by 2011.

• Adidas has tried to close gap.

Competitors:

Target Market:

• Any athletes who…– Love sports– Seek…

•Quality•Performance•style

Products:

• Footwear

Products:

• Apparel

Products:

• Equipment

Products:

• Accessories

Products:

• Sport lines– Action Sports– Baseball– Basketball– Cardio– Cycling– Fitness Dance– Football– Golf

– Lacrosse– Running– Soccer– Swim– Tennis– Training– Yoga

Products:

• College licensed gears

Products:

• Choose material and color• Personalize symbol or ID• Available within 4 weeks of order• Premium prices

Products:

• Enhance running experience– Pick workout and custom playlist– Run with real-time feedback– Sync and track progress

Price:• Better

Wholesale Price Zone – Women’s

footwear collection range between $90-200

• High quality and a certain level of performance

• Extensive R&D and rigorous tests to ensure high quality

Promotion:

• Nike Swoosh • “The Second Coming” • Employ Celebrities

and well known Athletes

Place:• Combination of Direct and Extended

Marketing Channels – Lead time is crucial – Eliminate the unnecessary middle men

• Mass Distribution Channel • Can be found in large department

stores, online sites, and even in major athletic catalogs

Store Layout and Design:

• Variation of free-flow and loop layout

• E.g. NikeTown Seattle Floor Plan

Store Layout and Design:

• Modern/sporty interior design

Store Layout and Design:

• Modern/sporty interior design

• Active music

(2007). Product Technology. Retrieved February 21, 2007, from

  Nikebiz: The inside story Web site: http://www.nike.com/

  nikebiz/nikebiz.jhtml?page=6&item=research

References:Hincker's Homepage . Retrieved February 21, 2007, from Nike and  the American Body Web site : http://xroads.virginia.edu/ ~CLASS/am4 8 3 _9 7 /projects/hincker/nike.html   

(2007).NikeSite.RetrievedFebruary21,2007,f romNike.com   Web site:http://www.nike.com/index #.jhtml l=nikehome&re=US&co=US&la=EN   

2007 21 20( ). Product Technology. Retrieved February , 07, from   Nikebiz: The inside story Web site:

http://www.nike.com  / nikebiz/nikebiz.jhtml?page=6&item=research    

2004( ). Evolution of Marketing Strategy. Retrieved February 21   2007, from Nike Web site:

http://www.icmr.icfai.org  / casestudies/catalogue/Marketing1/MKTA0 1 8 .htm   

2000Enderle, Hirsch, Micka, Saving, Shah, Szerwinski, ( , March,  1 4). Strategic Analysis of Nike, Inc.. Retrieved February   21 2

007, from http://condor.depaul.edu/~aalmaney/StrategicAnalysisofNike.htm

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