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Nike

Marketing Case Study
by

Michelle Cabeza

on 28 April 2010

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Transcript of Nike

Nike Mission Statement: To bring inspiration and innovation to every athlete in the world. Blue Ribbon Sports

Bill Bowerman & Phil Knight Tiger Shoes
Redesigned into Cortez Renamed "Nike" after Greek Goddess of Victory

1972
Target Market
Organizational Values
Advertising Competitor Synopsis
SWOT Analysis
Communication
Brand The "Swoosh" Carolyn Davidson Was paid $35 for her design
Code of ethics called "Inside the Lines" Features top athletes Positioning Statement
Nike, Inc. is the world's leading designer, marketer,
and distributor of authentic athletic footwear, apparel,
equipment, and accessories for a wide variety of sports
and fitness activities.

Dominates U.S. Footwear with 45% of market
Nike

Product Goal Over 160 Countries
Over 30,000 Employees
Strengths Strong in research & development
Competitive
Global brand
Recognizable logo "Swoosh"


Weaknesses
Heavily dependent on shoe sales
Opportunities
Develop products other than shoes
Threats
International trade
Competitive market in sports apparel
Consumer price sensitivity

Enhance athletic performance
Designs and sells shoes
for a variety of sports: Baseball, basketball, cheerleading,
golf, volleyball, hiking, tennis, football. Quality production
Innovative products
Agressive marketing
NIKEiD makes it "Personal" "Just do it" Active people who enjoy high quality
sporting goods. Athletes
All Age Groups
Men
Women
Children
Based on trust, teamwork, honesty, and mutual respect.
Defines the standards of conduct expected
of all employees. Shoes: Reebok and Adidas Clothing: Under Armour Dri-Fit Technology Earned 2 Emmy Awards for
Best Commercial "Morning After"
"Move" Company
Athleticism
Competition
Victory

Full transcript