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Nike

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Nike
David Paterson
Supawaree Patravanich
Solidah Sath
History:
• Began in 1964 as Blue Ribbon Sports.
• In 1972, a new kind of shoe was introduced
entitled Nike.
• In 1979, held patent on �Air’ type of cushioning
for soles of shoes.
• Went public in 1979 on NYSE.
• Blue Ribbon Sports merged into Nike, creating
Nike, Inc.
• Been operating Nike Factory Stores since 1984.
• First Niketown opened in Portland, Or in 1990.
Overview of Company:
• Was founded by
Bill Bowerman and
Phil Knight.
• Employs 29,000
worldwide in
27 countries.
• Owns over 200 Nike
factory stores.
• Operates facilities in
Oregon, Tennessee,
North Carolina, and
the Netherlands.
Mission Statement:
“To bring inspiration and innovation
to every athlete* in the world.”
* “If you have a body, you are an athlete.”
– Bill Bowerman
(co-founder of Nike)
Awards:
• Nike has received numerous awards
recently.
• Recognized by Fortune magazine
• Nike ranked # 1 in the �Companies in a Class
of their Own’ list for use of organic cotton
and re-use a shoe campaign.
Growth:
• Company has been market leader
for many years.
• Forecasts revenues of $23 billion by
2011.
• Adidas has tried to close gap.
Competitors:
Target Market:
• Any athletes who…
– Love sports
– Seek…
• Quality
• Performance
• style
Products:
• Footwear
Products:
• Apparel
Products:
• Equipment
Products:
• Accessories
Products:
• Sport lines
–
–
–
–
–
–
–
–
Action Sports
Baseball
Basketball
Cardio
Cycling
Fitness Dance
Football
Golf
–
–
–
–
–
–
–
Lacrosse
Running
Soccer
Swim
Tennis
Training
Yoga
Products:
• College licensed gears
Products:
•
•
•
•
Choose material and color
Personalize symbol or ID
Available within 4 weeks of order
Premium prices
Products:
• Enhance running experience
– Pick workout and custom playlist
– Run with real-time feedback
– Sync and track progress
Price:
• Better Wholesale
Price Zone
– Women’s footwear
collection range
between $90-200
• High quality and a
certain level of
performance
• Extensive R&D and
rigorous tests to
ensure high
quality
Promotion:
• Nike Swoosh
• “The Second Coming”
• Employ Celebrities
and well known Athletes
Place:
• Combination of Direct and Extended Marketing
Channels
– Lead time is crucial
– Eliminate the unnecessary middle men
• Mass Distribution Channel
• Can be found in large department stores, online
sites, and even in major athletic catalogs
Store Layout and Design:
• Variation of free-flow and loop
layout
• E.g. NikeTown Seattle Floor Plan
Store Layout and Design:
• Modern/sporty interior design
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Store Layout and Design:
• Modern/sporty interior design
• Active music
References:
Hincker's Homepage . Retrieved February 21, 2007, from Nike and the
American Body Web site:
http://xroads.virginia.edu/ ~CLASS/am483_97/projects/hincker/nike.html
(2007). Nike Site. Retrieved February 21, 2007, from Nike.com Web site:
http://www.nike.com/index.jhtml#l=nikehome&re=US&co=US&la=EN
(2007). Product Technology. Retrieved February 21, 2007, from Nikebiz:
The inside story Web site:
http://www.nike.com/ nikebiz/nikebiz.jhtml?page=6&item=research
(2004). Evolution of Marketing Strategy. Retrieved February 21, 2007, from
Nike Web site:
http://www.icmr.icfai.org/ casestudies/catalogue/Marketing1/MKTA018.htm
Enderle, Hirsch, Micka, Saving, Shah, Szerwinski, (2000, March, 14).
Strategic Analysis of Nike, Inc.. Retrieved February 21, 2007, from
http://condor.depaul.edu/~aalmaney/StrategicAnalysisofNike.htm
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