Nike Company Analysis

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1 Company Description 1.1 Company History The company was first started, as a distributor of Tiger running shoes from Onitsuka Co. – Japan, Kobe, by a partnership between Bill Bowerman – a respected track and field coach at the University of Oregon - and Phil Knight – a talented middle-distance runner in Bowerman’s track program - in the United States, 1964, and the company was named Blue Ribbon Sports (BRS). The company started by selling the running shoes from the trunk of Knight’s car while Bowerman ripped apart the running shoes, looking for ways to improve it – making it lighter and better. As they both had full-time jobs, there were difficulties in managing the company, thus, they employed Jeff Johnson, the first full-time employee in BRS. Johnson quickly became an invaluable member of company as he marketed the company’s products. It was only in 1972 when the relationship between BRS and Onitsuka Co. started falling apart that the company decided to make their first big decision – starting their own brand, Nike, selling shoes with Bowerman’s design ideas. 1.2 Successes of Nike Currently, Nike is the world’s leading innovator in athlete footwear, apparel, equipment and accessories. The company has had many successes since its’ beginning such as being named the No. 1 Most Innovative Company in Fast Company magazine’s annual ranking of the world’s top 50 innovators in February 2013, being awarded top honours by the Corporate Register Reporting Awards (CRRA) for Innovation in Reporting and Best Overall Report in April 2013 and also having Nike VP of Sustainable Business & Innovation, Hannah Jones, honoured as one of the three recipients of the 2013 C.K. Prahalad Awards, a prestigious award giving to companies, individuals and... ... middle of paper ... ...st people would buy Nike products during sales when the products are sold at a cheaper price or during sports related events, such as the FIFA World Cup every four years, when there is a “sports fever”. They look for performance and design in the products and also whether or not it is “value for money”. Nike also tries to attract people of different user status to buy their products. Nike attracts ex-users to use their products again by showing that they provide superior customer value when compared to other competitors, potential users and first-time users are attracted by the benefits that the product can offer them. Nike retain their hard core loyals by offering premium quality products with unique designs to allow consumers to stand-out, soft core loyals are captured by providing products at cheaper price as compared to similar products offered by competitors.

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