Introduction of NIKE Inc.NIKE Corporation was incorporated in 1968. NIKE has primarily been in the business of designing, developing, and marketing athletic footwear, apparel, equipment and accessories. NIKE Corporation is a well-managed company in an attractive industry, the company has a strong brand image, and they are effectively capturing the value created from their investment. NIKE is dependent upon high technology in their effort to stay ahead of their competitors and produce products and machines that actually make the shoes. Its success had been fueled by the use of low wage labor in developing countries, accompanied by highly acclaimed marketing strategies and advertising campaigns. Nike's 'swoosh' is one of the world's most identifiable logos and, in just 32 years, Nike has grown to be the industry's largest sports and Fitness Company. Revenue for Nike in financial year 2005 was $US 13.7 billion. Nike directly employs approximately 24,300 people and Nike's suppliers, shippers, retailers and service providers employ close to one million people on six continents.Nike's mission is:'To bring inspiration and innovation to every athlete in the world.'NIKE has always been an industry leader when it comes to advertising. Their advertising campaigns are known all over the world as being widely successful. NIKE is truly a trendsetter when it comes to advertising, not just for shoes, but for the advertising industry as well. The company was all about the clarity of matching technology to athletic performance-and, in the ads, showing the passion that resulted. By going against the norms in advertising, NIKE was able to distance itself from other shoe makers and thus establish strong customer core. Nike and many other large shoe industry retailers are shifting their marketing direction from the Baby Boomers to the younger consumers of Generation X and Generation Y. There are many reasons to why the industry is trying to change their target market to younger viewers. As people become older many of their attitudes, priorities, and time obligations have decreased their ambition for shopping. Now that many of the Baby Boomers are within their forties and fifties, many of their priorities have shifted towards the future, in a sense that they need to save for retirement, different tuition payments for their children, and also different healthcare necessities that are important to them and their families.

StrengthsNike belongs to the fortune 500 companies and they have 30.000 employees worldwide Nike have less marketing and supply chain cost but still its giving very tough time to its competitors. Nike is best in research and development and they always bring innovation for their customers. They do not have factories, instead they do contracts with different factories to produce their innovative products Their best competitive advantage is to produce high quality product at lowest possible cost which gives them high profit margins.Weaknesses They try to find cheap labor and resources thats why they mostly violate the minimum wage rate and have poor work standards in some factories. To produce the soccer balls they used child labor in Pakistan and Cambodia. Retail sector is very price sensitive so some times their retailers copy their products and provide customers the same experience and launch their own brands Their market share is dependent on footwear products OpportunitiesAlthough Nike is a sports brand but most of their customers wear as a fashion brand. So its the opportunity for the company to target those customers and enter in to the fashion industry also. There are also some international regions that still needs to be covered because there is need of sports products under a strong brand name.The business could also be developed internationally, building upon its strong global brand recognition. There are many markets that have the disposable income to spend on high value sports goods. For example, emerging markets such as China and India have a new richer generation of consumers. There are also global marketing events that can be utilized to support the brand such as the World Cup (soccer) and The Olympics.The company must continue to create new technologies and systems to compete internationally. Another opportunity is expanding promotions to include entertainment and other non-sports venues, since the line between entertainment and sports has become popular.Nike with a great opportunity to build up strength in all of its product lines and also to be flexible when the market shifts, making demand in some areas higher than others. Nike must also continue to expand into current international markets while penetrating into new ones.Threats The market of sportswear products is very competitive so nike have threat of losing their market share. Nike does trading at global level so it sells its product in different currencies it can be lose for them. Consumers are constantly shopping around for a better deal that conveys a good quality and if one store charges a higher price for the products, the consumer would try to seek a better deal of the same product in the premises that delivers the same value but cheaper of the two,this type of price sensitivity among the consumers is a potential threat to Nike. The textile industry unpleasantly upsets the atmosphere, and therefore the organization is constantly struggling to retain its eco-friendly reputation. A recession may lead to job shortages in most of Nikes worldwide branches.