nike marketing presentation

NIKESTRATEGIC ANALYSIS: NIKE INC

FALL 2012

U.S Based manufacturer of athletic shoes, apparel, and sports equipment.

Stock Symbol: NKE ( NYSE )

Founders: Bill Bowerman,Philip Knight

Market Cap: $30 Billion

Year established: 1964

Industry: Sportswear/equipment

Headquarters: Oregon

Slogan: Just do it!

Nike is the Ancient Greek goddess of victory

Introduction

Brand Portfolio

Cole Haan◦ Designs and distributes dress and casual footwear, apparel and

accessories for men and women Converse

◦ Offers a diverse Portfolio including premium lifestyle men’s and women’s footwear and apparel

Hurley International◦ Designs and distributes a line of action sports apparel for surfing,

skateboarding and snowboarding

Nike Golf◦ Designs and markets golf equipment,apparel,balls,footwear,bags

and accessories worldwide.

Umbro LTd

Brief History

1964- Nike founded 1965- Annual sales reach $2000 1969-Annual sales close to $300,000 1988- Just Do It 1991- Michael Jordan leads Bulls to NBA

Championship 1996- Tiger Woods Signs contract 2006- Apple and Nike team up

Mission and Vision

Mission To Bring Inspiration and innovation to every athlete in

the world.

Vision At Nike, our vision is to remain the leader in our

industry. We will continue to produce the quality products that we have provided in the past. Most importantly, we will continue to meet the ever-changing needs of our customers, through product innovation.

Competitive Analysis:

#1 Sportswear Company◦ Most Popular Brand among top athletes

Brand for Trendy and Young Individuals Brand Ambassadors

◦ LeBron James◦ Tiger Woods◦ Mia Hamm

Innovation partnership with Apple+◦ Ipod nano andNike + Ipod sport kit

Customized Shoes Market Leader

Target Customer ◦ 18-35 males and females◦ Those who balance sport and fashion

Competitive Analysis: Competitors

Direct Competitors◦ Addidas◦ Puma◦ New Balance

Uses product differentiation Known for technologically advanced

products Price Leadership Location in over 160 countries

Competitive Analysis: SWOT

Porters 5 Forces

Business Model

Supply Chain◦ Maximize profit margins with outsourcing

CSR and Sustainable Competitive Advantage◦ Go Hand in Hand◦ Hannah Jones- VP of Corporate Responsibility

New Business Model in 2010◦ Shift from traditional media to social media◦ Nike will work with Athletes who demonstrate high

ROI on social media websites

Marketing

Constant first-mover within industry

Athlete Sponsorship◦ Effective Marketing Campaign◦ Famous Athletes

Marketing

Leadership & Organizational Structure

Philip Knight◦ Co Founder & Chairman

Mark Parker◦ President & CEO

Charlie Denson◦ President of NIKE Brand

Hannah Jones◦ VP of Sustainable Business &

Innovation

Leadership & Organizational Structure

Flat Matrix Organization◦ Employees report to project teams

led by manager◦ Allows for quicker decisions

Each brand has department◦ Makes Independent Decisions◦ Sub-Departments for project

teams

Finances

Market Cap $34.6 Billion Strong financial success over past decade◦ Incremental success highlighted over past

four years Proven industry leader with financial

decisions◦ Supportive industry resources

Continuously outperforming companies financially◦ S & P 500 Comparison◦ Competitors

Rapid Growth in future years◦ Liquidity measurements indicate unlikely to

face financial difficulties in the near future

Finances

Finances

Moving Forward

Technology & Fashion Corporate Responsibility◦ Enhance Nike’s Green Initiative Environmental conscious customers

who enjoy outdoor sporting Eco-Friendly Collection

Entertainment Industry◦ NET- Nike Entertainment

Television Live Games Original Sport Shows Sport Films ESPN main competitor

ERVIN CHOI

CRAIGHEAD PROMDEWET