Nike

Nike Case Analysis The Positioning statement of Nike is “For serious athletes, Nike gives confidence that provides the perfect shoe for every sport”. In today’s competitive environment, Nike, one of the global leaders in sporting goods industry, has established a strong position for enhancing athletic life style. It’s the number one sports manufacturer in the world design by Nolan Breitbarth in the 1970s with Phil knight founder of Nike Inc. It is the leading sporting goods Company in the United States and hundred and ten countries. However, it has become the passion for everyone to use its brand products that create the Nike Just Do It feeling for the competition.

Its slogan ‘Just do it’ has appealed to target customers to buy the product with the sense of inspiration and confidence and which has made it the major competitor in athlete industry” (p 5). As with all companies, Nike has taken considerable time and effort to outline a mission statement that embodies all that the firm symbolize. The research is unclear on exactly what if any vision statement this company. According to Panmore Institute (2017), Nike Inc.’s indorsed mission statement is “to bring inspiration and innovation to every athlete in the world.” This mission statement signifies the company’s strategic goal of reaching out to the global sports shoes, apparel, and equipment market. As a leading manufacturer of sports shoes, clothing and equipment, Nike Inc. inspires people to adopt a winner mindset, which covered in the “inspiration” component of the mission statement.

While both Nike and Adidas manufacturing companies offer a greater variety of sports products, Nike is the better company due to their quality, advertising, and sponsorship. Nike mission is “To bring inspiration and innovation to every athlete in the world.” Adidas mission is “To strive to be the global leader in the sporting goods industry with brands built on a passion for sports and a sporting lifestyle.” When comparing the two mission statements there are many differences. In Nike mission statement, their main target is focused towards their customers. They want to inspire every athlete in the world, whereas Adidas mission statement explains they want to be a leader. They want to be a global leader in the sporting goods industry as a business; their main focus is their business not the consumers.

Knight persuaded the Onitsuka Co. in Japan, the manufacturer of Tiger shoes to make him a distributor of Tiger shoes in the United States. Knight sent Bowerman several pairs out of his first shipment in the hope Bowerman would buy some, instead, Bowerman offered to make Knight his partner and provided him with his footwear design ideas. (Nike, Inc. History, 2013) The two entrepreneurs formed Blue Ribbon Sports in 1964, and then in 1965 they hired Jeff Johnson to manage the company’s operations. Johnson proved to be an invaluable team member. Johnson was very proactive with his role managing Blue Ribbon Sports.

Nike today Companies Nike main business activity engage the design, development and worldwide marketing of high quality sport shoes, apparel, accessory products and equipment. Nike is the one of the largest brands selling high quality athletic footwear, athletic apparel and equipment in the world. The products of the company sell to retail accounts in the United States and through the various independent distributors, subsidiaries and licensees in many countries around the world. (source Nike.com) In year 2012 Nike reported total annual revenue of $25,313 million and Net income of $2,485 million. (naikinc.com) Historically, Nike engineered and manufactured the sports shoes for athletes to compete and train in.

I chose to write about Nike because of my passion for them and my great experience with their brand. I think that Nike has a very bright future ahead and if I had money to invest, I would definitely invest in Nike. My favorite thing that Nike is doing right now is the fact that they are sticking to their mission statement and helping athletes around the world! References Friesner, Tim. "SWOT Analysis Nike, Inc." Nike SWOT.

The Puma brand logo creates a positive customer-based brand equity because it’s recognized by consumers to represent the company’s stylish athletic products (Olson, Czaplewski & Slater, 2005). Criteria for building the brand Memorable: The leaping Puma logo is easily recognized at both purchase and wearing the brand products. The Puma is widely recognized throughout the global sports manufacturing market by consumers as a cool, fashionable, and stylish brand. Puma is a very sought after brand by fashion trendy consumers. Business Wire reports that Puma “is the global athletic brand that successfully fuses influences from sport, lifestyle and fashion.

Nike promotes their sportswear in such a way that their communication objective can easily be achieved. Nike uses following way to interact with their current and new customers: • By means of renowned spokespersons, for instance using top athletes, protagonist in their commercials • By portraying artistic (in terms of inspiration) stories • By building sentimental relations between the viewer and the illustrated person • By exciting the observer directly (MichaelSam85, 2011) Nike recruits brand ambassadors from different parts of the world who top in athletes and who are having a good following in the public, which helps them to reach the audience that influences them to purchase the Nike sportswear. (MichaelSam85, 2011) This is the best way by which Nike has used to convey its significance, because the target audience appreciates and relates to their idols. Nike uses inspirational stories that are related to sports and fitness to build its communication. They use pictures or verbally transmitted to deliver their story.

With all of this Nike helps create an image of what modern American is like. Nike needs to have those great athletes promote their product because it helps create a link between that athlete with the Nike gear they have and because they are using the influence of popularity that those athletes have. It is nothing new that people with a large amount of popularity have a huge sway but the promotion of Nike through the power of popularity is an example of how powerful it has

But what makes people buy the name brand Nike? They have great advertisement. I love to watch Nike commercials; they appeal to me as an athlete. The commercials show the inner fight in people, breaking records, becoming a stronger person, being the best you, and being the best athlete; you can be overcoming anything. I find their advertisement to be very inspiring and motivational.