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Nike case study

ashwaq albabtain

on 4 January 2013

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Nike Inc. (nike.com) was founded in 1962 by Bill Bowerman and Phil Knight as a partnership under the name, Blue Ribbon Sports. Their modest goal then 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. Strategic Analysis of Nike Inc. Vision Statement

“To be the number one athletic company in the world.” Mission Statement
“To bring inspiration and innovation to every athlete in the world.”

"If you have a body, you are an athlete." Protect and improve Nike’s position as the number one athletic brand in America.
Build a strong momentum in growing fitness market.
Intensify the company’s effort to develop products that women need and want.
Explore the market for products specifically designed for the requirements of maturing Americans.
Direct and manage the company’s international business as it continues to develop.
Continue the drive for increased margins through proper inventory management and fewer better products. Products Running
Outdoor Activities
Cheer leading
Aquatic Activities SWOT Analysis Objectives Nike Positioning Map BCG MATRIX of Nike Grand Strategy Matrix Market Development
Market Penetration
Product Development
Backward Integration
Forward Integration
Horizontal Integration
Related Diversification Vision (Proposed): Mission: Done By Adeem AlMeraie
Ashwaq AlBabtain
Montaha AlQadhi
Najla AlZahrani
Njood Bin Hassan IFE Matrix Space Matrix According to the analysis of Nike, Inc. Company lies in the Aggressive Quadrant of SPACE Matrix EPS-EBIT Analysis Recommendations Should introduce more products or improve current ones to satisfy potential increase in demand.
Should develop product lines in both fashion wear and sportswear.
Keep expanding into current and future foreign markets.
Should continue to focus on technology.
Research in international market to find out what are the new trends related with women and kids products.
Should enhance Nike online Market
Should develop better methods to control quality of contract manufacturers.
Nike should control over extra other expenses.
Need to consolidate US sales compared to international sales and international competitors.
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