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Nike, Inc by Karan shah
1.
2.
Case Analysis: NiKe, Inc. Karan
Shah Hayward | 08/20/2014 Developing an International Business Strategy |MKTG 7710 Instructor - Jeffrey Newcomb 2
3.
3©Karan Shah 1. Overview 2.
Challenges 3. Expansion of Nike 4. Industry and business situations 5. Competitors & Market Share 6. Competitive Advantage 7. 4P’s of Marketing Strategy 8. Porter’s 5 Forces 9. SWOT Analysis 10.Recommendation 11.Conclusion 12.References
4.
4©Karan Shah Nike,
Inc. is the world’s leading innovator in athletic footwear, apparel, equipment and accessories. The company was founded on January 25, 1964, as Blue Ribbon Sports, by Bill Bowerman and Phil Knight, and officially became Nike, Inc. on May 30, 1971. The company takes its name from Nike, the Greek goddess of victory. The company is headquartered near Beaverton ,Oregon, USA. Area served – Worldwide more then 160 countries. With revenue in excess of US$27.1 billion. As of 2013, it employed more than 44,000 people worldwide. Nike operated 690 retail stores worldwide and managed 23,000 retail account in US. Nike markets its products under its own brand, as well as Nike Golf, Nike Pro, Nike+, Air Jordan, Air Force 1, Nike Dunk, Nike Skateboarding, and subsidiaries including Brand Jordan, Hurley International LLC and Converse inc. Website launched in 1998 with Nike.com
5.
5©Karan Shah Nike’s
Mission – Nike aims to lead in corporate citizenship through proactive program that reflect caring for the world family of nike ,our teammates, our customers ,and those who provide service to Nike Nike’s Vision - “TO BRING INSPIRATION AND INNOVATION TO EVERY ATHLETE* IN THE WORLD.IF YOU HAVE A BODY,YOU ARE AN ATHELETE. Nike’s Slogan – JUST Do IT…
6.
6©Karan Shah Tightening
competition – growth of Adidas, New Balance, Marketing expenditures are growing steadily. Losing market share in China. Nike’s premium and high quality brand image doesn’t sync with the expectations of the customer. Nike is heavily dependent on information technology systems across its supply chain. 2. Nike challenges
7.
7©Karan Shah NIKE+
allows us to connect the physical world of sport with the social elements of digital to create a better sport experience for every athlete. It’s about much more than a shoe. It represent a shift for NIKE from product, to Product+ experience. - Mark parker , Nike CEO Founded in 2010, with joint venture with Apple , INC after the initial digital and social success in Soccer and running ,The Nike digital Sport division , based in Jerry Rice Building at Nike ‘s headquaters in beaverton, Oregon. Nike+ was made up of censor placed inside running shoes that monitored the runner’s speed ,distance and calories burned and transmitted that information to the ipod, which receive and stored data. The censor is 30$ and running shoes averaged 80$. In 2010, Nike increased fuctionalality by adding the Nike+ GPS app and Nike + GPS SportsWatch . In January 2012, Nike + FuelBand costing 149$ , the FuelBand was a wristband that track the wearer’s movement through the day. In February 2012 , Nike+ Basketball and Nike+ Training connected new footware, which featured digital sensors with wireless communication capabilities with the nike + interactive mobile platform. The Sensors collect information about the user’s movement and transmitted the data to a smartphone.
8.
8©Karan Shah 3.1 Exhibits
of Nike+ Products Nike+ FuelBand Nike + GPS app Nike + GPS SportsWatch
9.
9©Karan Shah 4. Industry
Revenue Growth & Market Price Of Nike As we can see the continuity in growth Nike has made the Nike, Inc reached Fiscal 2014 revenues from continuing operations up 10 percent to $27.8 billion.
10.
10©Karan Shah 4.1 Industry
Life Cycle
11.
11©Karan Shah 5.Competitors ,
Key Customer & Market Share ADIDAS AG: 2013 revenues - $14.49 billion. It competes in the overall sporting goods market. PUMA: 2013 revenue - $3.5 billion. Puma AG is a Germany-based competitor in the sells sports footwear, apparel, accessories, and equipment. UNDER ARMOUR: 2013 revenue - $856.4 million. Its products, which are designed with microfibers intended to wick away perspiration, extend across the sporting goods, outdoor, and active lifestyle markets. In addition to Nike's footwear competitors, the company also competes with other makers of outdoor apparel, such as V.F. Corporation, Columbia Sportswear and Quicksilver. KEY Customers • Women • Men • Girls and Boys 3 – 36 month 3 – 8 Years 8 – 15 Years
12.
12©Karan Shah 6. Competitive
Advantage Technology in Products Nike technology allows consumers to connect their iPod devices to sensors inside the shoes to record time, distance, pace, and calories burned. Manufacturing Skills Due to cheap labor in foreign countries, Nike outsources virtually all production to other areas of the world. Strength of Patents One of Nike’s most revolutionary technologies comes through its footwear cushioning. Competitors have tried to match rival Nike’s cushioning systems, but none have matched their success Economies of Scale Nike is the single largest producer of athletic footwear and apparel, allowing them large cost advantages over competition.
13.
13©Karan Shah 7. 4 P‘s
of Coach Marketing Strategy P P PP
14.
14©Karan Shah - Offers
a diverse range of high quality sporting goods and apparel. - Product mix width consist of athletic shoes , apparel and sports equipment. 4 P’s Marketing Strategy Product - A premium product commands a premium price, at e same time as the company also compete heavily with their main rival Adidas. - Uses market skimming pricing strategy. - Product line pricing. Price Promotion Place - The business has a rich history and bright future using sponsorship to generate brand authenticity in their markets. - Direct Marketing (through e-Shop). - Public personal relations and also with Social Media . - Mass Advertising. - Nike is truly global corporation seeking to further segments its current markets and increase its impact in China, Russia , brazil and INDIA in particular through independent distributors , licenses , subsidiaries. - Sells product in approximately 160 countries around the world.
15.
15©Karan Shah 8. PORTAR’s
5 Forces
16.
16©Karan Shah Threats
of Potential Entrants (LOW) Barriers to entry in the athletic footwear industry are high due to several factors: It is as very capital intensive industry. Economies of scale The industry itself is in a consolidation phase and only the big ones will survive. Bargainng power of Buyers (VERY HIGH) Customers more affected by price. There has been and increase in women purchasing the shoes. The buyers for this industry are retailers and end users. . Threats of Substitutes Products (LOW) They are an attractive alternative product or service, which customers can easily shift to if there are low switching costs The availability of substitutes invites customers to make price, quality and performance comparisons. Buyer’s propensity to substitute is low. PORTAR 5’s Forces
17.
17©Karan Shah Suppliers
(LOW) The suppliers do not have the power to bargain the price of their product, since there are numerous suppliers. Using production facilities in the Far East has give Nike economies of scale. Competitive Rivalry(HIGH) Reebok, offering more choice of shoe Acquisition between Adidas and Rebook . PORTAR’s 5 Forces
18.
18©Karan Shah STRENGHT WEEKNESS • Nike
is strong at research and development. • Offers their product worldwide. • Nike is globally recognized • Nike has no factories • It has a strong sense of marketing strategy • Strong financial position • Reported to have applied child labor in pakistan. • Accusations of poor conditions in the work place. • History of violations of over time laws • Searching for cheap labour • Income of the business is still heavly dependent upon its share of the footware.
19.
19©Karan Shah OPPORTUNITY Product
development that changes as the trends change. Diversification in product range Expansion in the global markets Make Efforts to reduce the pollution generated from Nike manufacturing factors. Reduce prices in Asia and third world countries. Expansion in Sport sunglasses and jewelry lines THREATS • Currency value fluctuations that can lead to losses. • Competition is strong among athletic footwear. • Managing the financial conditions in the economy. • Maintaining the reputation of being eco –friendly.
20.
20©Karan Shah 9.1 Some
Facts Evolution Of LoGo..
21.
21©Karan Shah Baseball Equipments Running Shoes Air
Max Outfits Golf Equipment Footballs T- Shirts & Hoodies 9.2 NiKe Product’s
22.
22©Karan Shah Improve
its marketing plan including advertising. SIMPLFY ITS WEB SITE. Focus on setting up a reliable Information system. Nike should focus more on its labor working conditions and wages. Increase its market share in the middle-east. Increase its acquisition due to increasing the threat from adidas and rebook merger. More emphasis on women Athletic. Design shoes for elderly women and pregnant women. 10. Recommendation
23.
23©Karan Shah 11. Conclusion
To summarize the presentation, I would conclude that nike has done pretty good in this financial crisis. Providing excellent services in the foot wear industry. Still to Date they are the market leader within the industry. Entry barrier for other competitors in the industry is still very high to compete with Nike.
24.
24©Karan Shah References www.nike.com
www.nikeplus.com www.footware-industry.com www.wikipedia.com Case Analysis of Nike
25.
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