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Carla Emrich

on 17 October 2012

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Transcript of Nike

Rivalry high
mature industry
many strong competitors like Adidas, Puma, Reebok
non-price competition Power of
suppliers low
strong companies (Nike, Reebok)
many suppliers
cheap resources
easily available raw materials Power of
customers low
no large buyers
not many alternatives for sports apparel
low switching costs Threat of substitutes low for sport apparel
high for fashion apparel & shoes Threat of new
entrants low
strong brand preferences
high investments
importance of economies of scale Industry´s dominant economic features Revenue of sports apparel industry:
$125 billion per year Number of rivals:
About seven main
competitors Degree of vertical
only subcontractors Pace of technological change: Need for economies of scale:
Important, high R&D investments Growth rate of Nike in 2012:
16% Fast, new innovations every season Key Success Factors Puma Nike Adidas Good supply chain management Strong in Fashion Effective advertising Sportlifestyle brand Collaborations with big companies Responds directly to the customers´ needs Brand Building Skills Innovations & knowlegde Competitive Profile Matrix Nike - Strategic analysis PESTEL Analysis Political: Western governments are distrustful of China's growth. EC and US are investigating rubber from SE Asia

Economic: Prices of raw materials steadily increasing, reliance on shipping industry

Social: Must court top athletes in order to keep reputation as sponsor of the best

Technological: R&D required to stay at forefront of innovation, Nike Air

Environmental: CSR demands responsibility, Nike must stay vigilant to remain a leader in this space

Legal: Anti dumping legislation in South America, Turkey. Concerns over sweatshops External Threat Evaluation Matrix Industry analysis Strategic Mapping Group Fashionable High quality for athletes Nike

Greek goddess of victory
founded 1964 by Bowerman ( † 1999) and Knight (Chairman)
top athletes & super sports stars (Micheal Jordan, Tiger Woods)
footwear, apparel, equipment, accessories and services
world's leading supplier of athletic shoes and apparel
38k employees, 700 stores, 170 countries Adidas Puma Asics Brooks New Balance Sketcher
“We are clear on our ultimate destination: To decouple profitable growth from constrained resources.” Carry on innovative thinking of the founder to develop products to help athletes to reach their potential
create business opportunities to provide value for shareholders

supported by CSR-Programm
6 key-targets according the present
4 key-targets to design the future

> Clean Air-Cool Planet's survey of climate-friendly companies Nike is #3 out of 56 global revenue
NIKE inc.: +16% ($24.1 bil.)
NIKE Brand +16%
Niketown +23%, online-shop (store.nike.com) +26% ($3.9 bil.)
Converse increasing revenue by 17% ($2.5 bil.)
Running +32% ($3.7bil.)
China is a $2.5 bil. geography “To bring innovation and inspiration to every athlete* in the world. "

*If you have a body you are an athlete.” (Bill Bowerman, Co-founder) Porter´s Five Forces Macroenvironmental analysis Current position Overview Corey Breier, Christian Wohl,
Carla Emrich Vision Mission Performance Goals
Full transcript