NIKE Inc.: Why It Is Such a Leader

explanatory Essay
2541 words
2541 words

Bill Bowerman and Phil Knight started Nike Inc. in 1971, formally known as Blue Ribbon Sports. Bill Bowerman was a former track and field coach at the University of Oregon, and Phil Knight was a student-athlete at the University of Oregon. After numerous years of supplying under Blue Ribbon Sports, the two decided to enter the athletic shoe manufacturing business. The first employee of the company was Jeff Johnson, who helped them with branding what is known today as NIKE Inc. NIKE Inc. main headquarters are located in Beaverton, Oregon. Mark Parker leads the executive team of NIKE Inc. NIKE website says that, “Parker joined NIKE as one of our first footwear designers back in 1979, and he’s been at the center of NIKE innovation ever since,” (About NIKE, Inc.). Today Parker is the President and CEO of the company. Philip H Knight the co-founder works as the Chairman of the Board of Directors, and Charlie Denson is the NIKE brand president. NIKE Inc. is a publicly traded company. They sell athletic equipment under the NIKE brand and associated brands. At the end of fiscal 2013, NIKE Inc. earned a $25.33 billion in revenue ( NIKE creates products for sports and training exercises such as; athletic training, basketball, football, soccer, running, and tennis are some of the products created for men, women and children. NIKE’s mission statement is “To bring inspiration and innovation to every athlete* in the world. (* “If you have a body, you are an athlete)” ( NIKE, Inc. “Is the world’s leading innovator in athletic footwear, apparel, equipment and accessories” ( Their mission includes aiming to "lead in corporate citizenship through proactive programs that reflect caring for the wo... ... middle of paper ... ...arket. Strong brand appreciation is another factor to consider; well-known band names are more likely to effect with consumer’s purchasing power when faced with different options. Nike offers various types of shoes and products that lie in more than one product ranges. There are only slight differences in the product but the differences can be hard to understand when there is no expanded explanation. The only way in which a consumer can understand these differences is to spend time reading each one and comparing it, or physically going to a Nike store and getting a sales person to assist, and there is no guarantee that the sales person knows everything. Nike could try and streamline the naming of some of their products within certain ranges. This will allow the company to maximize the customers understanding of the products on offer and the features they represent.

In this essay, the author

  • Explains that nike's biggest strength is its ability to reach a level of buyer engagement by giving the consumer the sense that the brand empowers them.
  • Explains that nike has well-known athletes and celebrities who promote the brand by wearing nike branded clothes from head to toe.
  • Opines that nike is exploitative and greedy due to its strong brand, which allows them to produce large levels of profits that can be seen as unethical.
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